How did you get involved with Arabian Travel Market (ATM)?
My background is, basically, a Jack-of-all-trades. I’ve got a journalism, sales and marketing background, so I never thought I would get into events organising. I heard about the World Travel Market in London and I went along and contacted Reed while I was there. I’ve been there now for 17 years in five different roles. I knew the tourism and strategy bit, and now I’ve learnt the exhibition bit.
How does the ATM measure against the other trade travel shows Reed Travel Exhibitions organises throughout the year?
Well we run 21 travel events a year and ATM is a vitally important show. We launched ATM 20 years ago in 1994 using 2000 square metres of space. We believed the market was growing, but we didn’t expect the rapid growth. ATM reflects what Dubai and the region has become – it’s gone from a few hotels to a 23,000-square-metre show. ATM has 185 countries represented on the floor so, to answer your question; ATM is one of our most important shows. This region is really strong at the moment and the ‘can-do’ attitude is refreshing.
How is Arabian Travel Market (ATM) 2014 going to be different from previous years?
ATM is a one-stop shop for tourism and this year, we’re going to focus on luxury. With the contacts and expertise we have, we’re going to get 40 of the top luxury operators in the world who haven’t been to ATM before and make them part of the program. Our seminar content will have a heavy luxury focus. Exhibitions now are educational vehicles, so I have a big focus on the education factor for ATM. Last year was really good and I am sure this year will be even better.
What luxury travel trends are you forecasting?
With the luxury events that we run, it is all about experiential travel. Five-star is lovely but the challenge for everyone in luxury is to create that experiential travel experience and a focus on customised service. Once you’ve overcome the wonder of the structure, you must look at the personalisation. Some are getting it better than others. The luxury consumer is more demanding – seeking life-changing experiences.
Where do you see the future of travel heading?
What I am learning and hearing about is the ‘Millennial’ generation. I think they will prove to be a much more demanding customer in the future. The task is on for hotels other travel products to raise their game. I’ve got kids who aren’t quite at that age yet, but I am sure that when they do reach that age they will be far more demanding than I was. And the stakes will be raised, not just in infrastructure; it will also be in experiences.
Is social media playing a large part in the need for unique and improved experiences?
Definitely – I am trying to keep up! It’s instant communication now – on the hotels side, if you mess up, you can’t cover it up. I personally think that’s really good because it keeps everyone alert all the time.
You’re on the road for much of the year – which cities do you love visiting?
That’s a tough question, cities have all got their beauty. What I always remember – regardless of the beauty and sites of the place – is the service I get. When I get personalised service – for example, staff remembering your name – that’s my life experience and I will go and tell everyone. I am less impressed by appearances – if the service isn’t there, it taints my travel experience.
Where, in your opinion, are the top emerging travel hubs?
Europe and the Americas are still beautiful, but people know about them. More and more people are looking for that ‘unexplored’ experiences. Asia is obviously unexplored – think Vietnam and Cambodia. Who knows? In a few years you might be reading about trips to Mars. To be frank with you, five years ago we’d laugh, but that’s how it is going. In terms of places getting a lot of investment, it really used to be ‘BRIC’ (Brazil, Russia, India and China), which are still really strong, but it’s now ‘MINT’ (Mexico, Indonesia, Nigeria and Turkey).
Any places high on your travel bucket list?
With my job, I’ve had the good fortune to travel to many places around the world but one on my list is Argentina. Specifically, Buenos Aires. I’ve heard about it via word of mouth; people have been and say it’s just a wonderful city with great food. I’ve never met anyone who says they didn’t like the city. That and a Norwegian fjords trip are on my list. And the South Island of New Zealand.
Where is your favourite city in the world?
New York is dynamic, Paris is beautiful and I love Rome, but if I had to stay in one city for every travel experience possible, I’d go to London. There are cities more beautiful and there are cities more exciting, but to have the total package (diverse food, culture and sites) then it’s London.
One destination that surprised you?
A country that I find amazing and love travelling to (and when I feel a little jaded, one that makes me come alive) is India. I just find it an incredible place. I see incredible sites, incredible wealth, incredible poverty and spirituality. Every sense you have comes alive there. A true land of extremes.
Finally, what’s your idea of a luxury holiday?
An ideal luxury holiday would be time. Just to have that relaxed, left-alone break. I just want to go somewhere where I can lose the technology, enjoy customised service and have a long time to relax.
Mark Walsh is portfolio director for the Arabian Travel Market, luxury portfolio and specialist events at Reed Travel Exhibitions RTE. He oversees nine events for RTE including the International Luxury Travel Market in Cannes (ILTM) in Cannes. The Arabian Travel Market will take place in Dubai from May 5-8, 2014.