The future is to use IT to identify the individual needs of the buyers and sellers and match-make the right buyers with the right sellers. We have to act as brokers of information and business contacts. The successful exhibition organiser will need to have a complete understanding of the industry but also have as part of their tools a comprehensive database of buyers and sellers to ensure relevant buyers are matched to relevant sellers. The industry is forced to move towards the global approach because of the growing importance of alliances.
Travellers ensure they get maximum personal returns through frequent flyer and loyalty programmes.
Smaller hotels will join groups, while the small boutique hotels need to be exceptional to survive. More people will wish to organise their travel details by themselves. The future holds direct selling, e-commerce as a new tool to make business, and an increasing need for new information. Customers want to be reassured that they get the best value out of their money, and to survive, you should deliver it. Safety will be the major issue in the future.