Gamification trend to take hold in travel

November 8, 2011 By 6 Comments

The trend in online games, already popular in the entertainment industry, is set to extend to the travel industry according to research released this week. 
The WTM Global Trends Report 2011 reveals the ‘gamification of travel’ is already taking hold with companies and tourism organisations including Lufthansa and Tourism Ireland using gaming techniques to create brand awareness and build loyalty.

Last year Tourism Ireland unveiled its Ireland Town game on Facebook giving it the potential to engage with more than 62 million people.

The report, carried out in conjunction with Euromonitor, also highlights campaigns such as Nothing Like Australia with Australians encouraged to upload a photo and share their holiday experiences with the world.

The experiences were than used to create an interactive map.

According to Gartner, by 2015 more than 70% of Forbes Global 200 companies will have at least one gamified application.

The WTM Euromonitor research also reveals location-based social networks such as foursquare will start to target travellers with local deals while airlines will launch games based on status levels.

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Linda Fox About Linda Fox

Linda Fox is a reporter for Tnooz. For the past six years she has worked as a freelance journalist across a range of B2B titles including Travolution, ABTA Magazine, Travelmole and the Business Travel Magazine.

In this time she has also undertaken corporate projects for a number of high profile travel technology, travel management and research companies.

Prior to her freelance career she covered hotels and technology news for Travel Trade Gazette for seven years. Linda joined TTG from Caterer & Hotelkeeper where she worked on the features desk for more than five years.

Comments

  1. Sue Reddel says:
    November 8, 2011 at 10:25 am

    I can’t wait to see how the gamification continues to grow throughout the travel business. So much room for improvement and terrific opportunities.

    Reply
  2. Philip Caines says:
    November 8, 2011 at 6:51 pm

    Gamafication is spreading far and wide, and the travel industry has already been using it for some time. In my opinion, in order for an app or site to gain real traction, it has to be flexible, socially connected, and not limited to one area / type of travel.

    Some apps that are already making an impact on travel are FourSquare, which has a varied award and achievement system for destination/local based travel, and also TripIt; which has some competitive tracking and social elements to their site.

    I look forward to see what is next.

    Reply
  3. Howard Groves says:
    December 29, 2011 at 1:30 pm

    I need to find out who the top 10 Gaming Producers/Originators are for our Global Project. This project includes, Travel, Tourism,TV, Nation Programs, along with Advertising and Sponsorship Opportunities and much more like Green Products for the nations. It is an exciting project.

    A new website is under construction which will reflect this projects full depths.

    Can anyone send me a recommended company or possibly a list of Gaming companies I can contact?
    Howard Groves-Senior Partner / “The Great Global Friendship Run”

    Reply

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