06 Sep The Ultimate Guide to the World Travel Market for Bloggers
No matter if you consider yourself a travel blogger, travel influencer, or content creator, get ready to be incredibly inspired and educated! The World Travel Market (WTM) is the first place that helped me think about the future of my blog, inspire content, motivated to share stories and tips with you and opened up so many opportunities. That’s why I made this guide to the World Travel Market for other content creators — so you won’t be as clueless and nervous as I was!
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I did research before going to my first WTM, but nothing truly prepares you until you are there. It’s a place filled with opportunity, wonder, and excitement.
Personally, I enjoy creating relationships and building friendships — with fellow bloggers and industry professionals. But as an introvert, the idea of going and talking to people I didn’t know for four whole days was terrifying. (Luckily, now it’s only 3 days!) Couple that with being a planner, I knew I had to get some things figured out.
I’ll take you from the beginning to the end based on my experience over the last decade! I still can’t believe my first one was in 2016.
Preparing for the World Travel Market
Register as Media
To register as a member of the media (yep, that means bloggers too!), click here. You’ll need to take a photo of your business card, which you can easily do on Canva.com, and choose the areas you cover. They take a few days to confirm your acceptance, then you will receive your pass digitally which you’ll need to print out before you arrive. DO NOT FORGET. Registration for media is free, so take advantage of this awesome opportunity.
I’ve been getting the question “Is it worth it to go to WTM if I’m a small blogger?” or “I’m just starting out, will anyone talk to me?”. If it’s not too much for you to go (getting to the ExCel conference centre on a weekday), definitely go to see what it’s all about. There will have to be a first time if you ever go, so don’t put too much pressure on yourself. Walk around to get a feel for the environment, then just go up and start talking to people. Visit the Media Centre, attend sessions, do some activities.
Join the LinkedIn group to stay in the know and follow the #WTMLDN hashtags to be part of the conversation.
Check out the schedule and add the sessions you are interested in on the app so you can refer to it, and plan around those. I did find out that some of them are super popular (such as: How much money a travel blogger should make), so plan a good buffer, maybe 15-20 minutes beforehand so you can get in a get a seat.
Focus. Focus. Focus. I say this at work all the time and this is no different. Don’t go in thinking that everyone wants to talk to you or that you have something to offer every country in the building. We are focusing on Europe right now. Mainly our adopted home of the Netherlands, but we also enjoy exploring all of this beautiful continent. Then I narrowed it down even more. I decide I would visit the stands of countries I’ve been to and want to explore more of. I’d visit neighboring countries and then just those I just want to chat with. Create your priorities first so it’s not overwhelming.
Group countries by importance to you. Then plan your meetings around the educational sessions you choose. When requesting a meeting, be professional, polite, and respect their time.
Business Cards
You will definitely need business cards! Of course, you can get business cards from many places, but my favorite is MOO. They are amazing quality and are THE cards that a ton of bloggers use because they are super professional and the customer service is awesome.
Don’t put these off until the last minute. Having them ordered at least one month before will make you feel more prepared. One last piece of business card advice: go with a standard size and incorporate a bit of white space to give people a little spot to write a note about you. I know people want to stand out, but the half-sized cards and square cards are annoying for people to handle. Find a different way to stand out!
I ordered 100 cards and handed out maybe 60 between other bloggers and industry contacts. Some handy them out like candy, and I guess I did as well, but I was also selective in the booths I went to so that I could keep my focus. So, I think 100 would be plenty–unless you are SUPER outgoing and talk to anyone who will talk back. Always keep a few in your pocket and your badge holder!
Press Kit (Media Kit)
Do some research to figure out how you should create your document, what the design should be, what information to put on it, and how to print it. I had a friend help with mine and we used Canva. She would have preferred InDesign, but I wanted to have access to it for changes. Use whatever is comfortable for you. We were told at WTM this year that bloggers are stepping up their game when it comes to press kits, so spend some time on it. Sadly, not many people asked for mine since they preferred digital. I hate wasting money and paper, but at least I was prepared. To be safe, I would suggest printing 10-20. Really though, nobody loves a ton of paper. You will find some booths staple it onto their form, so they already have a system in place to accept them.
Here’s a great guide from The Blog Maven on how to make an awesome Media Kit and here are some helpful examples.
WTM App
You can find the official WTM app here. Be sure to download it once you get your approval so you can start planning ahead. It will have your meetings, sessions, and map all in one place. Be warned that it may want to update each day of the event, so try to do it while you’re on your hotel Wi-Fi.
Know What Makes You Special
Depending on the size of your blog, you may have already thought of this, but let’s get into it anyway. What makes you unique? Who is your market? Who is your target audience (this might be different than your market)? What’s your niche? You can have more than one. Do you have a unique view of the world? Are you a foodie? A wine or beer expert? Do you only stay at the homes of locals? Are you nomadic? Do you like the quirky stuff? Are you a stylish traveler? Are you a penny-pincher? An adrenaline junkie? Treehugger? Vegan? Volunteer? Or a luxury traveler? What geographical areas do you cover? Are you better at taking photos than writing? Are you sassy and tell it like it is? Maybe you’re everyone’s best friend?
Example:
Our target audience is potential and current expats in Europe who also want to experience Europe in a more interesting and authentic way. It’s all about the unique and fun experiences within the major cities and quick trips from those same cities. For a well-rounded adventure, food and drink are almost always involved as well.
Know your story and tailor it to the destination.
Packing
Part of being classified as international press and going to make professional contacts is looking the part. So, make sure your clothing reflects that. I saw outfits that ranged from “I wouldn’t have worn that” to (staring) “What the hell is she wearing?!”
Think business casual for women and suits for men. I wore a half-sleeve sweater one day, a button-up another, then a small v-neck sweater with a blazer, and a mock turtle-neck with a nice looking duster. I paired these with a straight-leg medium brown trouser and a medium grey relaxed-leg trouser. All paired with a rounded tip black flat. Don’t wear jeans. Below you’ll see some fellow bloggers and what they wore. Make sure you are comfortable but put together.
It is London, so you may want to pack an umbrella and be sure to have regular (non-conference) shoes with you too! I wore these on the plane. Though I learned the hard way that you might want to bring water-resistant shoes.
Leave room in your suitcase for papers! As much as you probably don’t want to carry home a bunch of brochures, you will get some that are beautiful, helpful, or that you simply need! I didn’t expect to get a lovely swag bag from Dubai with a wide-brimmed hat, flip-flops, and sunscreen, so packing that was unexpected.
Schedule
A schedule is always helpful, but in this case, it can save you from thousands of steps. First, check the sessions you are interested in attending. That’s the easiest task to start with since the information will be available. Then, you can try to set up meetings with those you are serious about connecting with. Do it as early as possible, before their calendars fill up. Add in the events you want to attend (external and internal) and finally, prioritize the areas you want to visit. You can still meet with people if you didn’t get a pre-set time, you just need to catch them at their stand!
Where to Stay in London
If you have a favorite area to stay in London, go for it! But I’ll recommend a few places because of how easy it is to get to the ExCel, and generally accessibility to the rest of London.
I tend to stay in the Whitechapel area where I can walk to the Whitechapel station for the Elizabeth Line or the Shadwell station for the DLR and have a direct connection to the ExCel. I’ve stayed at London City East by Viridian Apartments, Aptel East, and Buckle Street Studios by Locke, Aldgate in that area. I like them all and I do this so I can have a small kitchen and save money by not eating out as much. Going to a grocery store and grabbing snacks, stuff for a quick breakfast (I do overnight oats), and drinks, makes life more pleasant.
If you just want a hotel room but you want it right by the ExCel and close to the DLR station, I suggest Aloft by Marriott London ExCel. I’m an Aloft girlie. For more of a London/British experience, look into The Pilot, which is a boutique hotel in Greenwich by the O2. I like it because it’s an old-fashioned pub/hotel situation with amazing reviews, all the best vibes, and you’d take the cable car to the ExCel.
Getting There and Getting Around
There are many ways to get to the ExCel Centre (the conference centre). There are DLR stop on either side of the ExCel Centre (Custom House & Prince Regent), a stop on the Elizabeth Line (Custom House), or you can walk from the Royal Docks if you prefer to take the cable car from Greenwich. Of course there are many bus stops as well. If you prefer to get off the DLR at Royal Victoria, it will give you a nice outdoor walk with a quieter entrance for those who have a hard time with crowds. Prince Regent and Custom House will get you right to the ExCel. In communication from WTM, you’ll be told which side the Media Centre will be closest to, so you can plan ahead.
Just keep in mind that traveling in London seems to take quite a while no matter where you are coming from or going to. All you have to do to take these modes of transportation is tap in and out with a contactless payment for the Tube and DLR (once when you start your journey and once when it’s over). You only tap in for the buses since it’s one price no matter how far you go.
What to expect at WTM
Be Prepared for Crowds
It’s a huge space, and it can be hard to think east-west/north-south. Luckily the signage is really well placed and there are maps all over. The hall is divided into continental areas, and then by countries, with Community Hubs throughout, and the tech area at one end.
As soon as you arrive, head straight to the Press Centre to check your coat and any bags you won’t be needing. Take a minute to sit down and review your schedule for the day. Then take a deep breath and go for it!
International Media Centre
I am so incredibly thankful for the Media Centre. It’s a refuge from the craziness. There’s a coat check that you can use for free, there’s extra Wi-Fi if you can’t get the main two to work, and there’s a coffee/tea/snack bar inside. Everyone that is listed as media is treated the same way which is really nice. I sat with a member of the BBC and Euronews TV. Give them all your card! If you’re lucky, they will be handing out vouchers for coffee/tea. You will also find the Media Centre info desk, (maybe) extra Wi-Fi, an office area, and an area with press kits and such from destinations along with other information.
Sessions
There are so many sessions to choose from! Don’t feel like you have to go to all of them, but pick one or two that you will find interesting or that you think you will learn from. You can never learn too much! I went to three, all were incredibly interesting, and I came out with great notes from each. It can be easy to make connections in these sessions as well. You never know who you will meet and where.
Not all the categories will be relevant, so read the descriptions and even ask around if you aren’t sure if it’s for you. Don’t forget that sessions give you an opportunity to sit down which is awesome because you will be walking a ton!
WTM Festivals
A handful of countries will showcase their music, personality, food, and drinks throughout the day, but possibly later in the day/early evening. These are open events for attendees and quite interesting to see. They do get very crowded, so I suggest figuring out which one you really want to see, and go there first.
In 2015, I saw a Mariachi Band, tasted coconut ice cream, and saw drunk tradespeople dancing to pop/rock tunes. Everyone was having a blast. The Caribbean festival was the craziest with different types of food on trays constantly arriving. Because it is open to everyone, and we all like free stuff, people would swarm these servers to grab a bite to eat.
Unofficial events
Many events are planned around the World Travel Market and make it a very well-rounded experience. There may be food tours offered, or parties hosted by destinations or other companies. Travel organizations host events as well–and are VERY well attended. Most are invitation only — so start interacting the WTM hashtag on LinkedIn, join Facebook groups, and get on mailing lists!
Traverse tends to host something the Friday before the event. This can be hard to get to if you aren’t based in London, but something to keep in mind. Travel Massive had an overly large event at a cool venue after the first event day. On the last event day, someone usually hosts a finale party somewhere in the host city.
Freebies
It’s a fact that some people go to these things just for the freebies. Some are after big ticket giveaways like trips to far away places and others are interested in the food. I’m sure they don’t come to London just for food samples, but I think you know what I mean.
There are lots of freebies to be had, but again, be respectful. Some of the fun ones were getting pictures taken “at the destination”. So I have a photo in Costa Rica, Portugal, and even Platform 9 ¾. There are chocolate tastings, beer, and wine tastings, and the festivals have quite a bit of food and drinks as well. I got a neck and shoulder massage from Thailand for free which was heaven, and they offered free coffee as well. Sri Lanka had a tea bar and I’m pretty sure they were doing foot massages (can’t believe I missed that!). The Netherlands had Heineken and Ireland had Guinness.
I enjoyed the little candies and chocolates spread about and don’t forget to ask about them. Destinations are showing you what they are proud of, so let them explain. You can learn a lot about a culture through food, drink, and little candies! There are even some raffles you can enter and virtual reality you can experience. So much to do, right?!
What to do
Pitching
I don’t personally go in the first time I meet someone and immediately got right into my elevator pitch. I know others who could pitch in their sleep and probably land a contract in 10 minutes. Just like everything, everyone has their own style. So, here’s mine:
Stick with your focus, then it will flow better when you talk to people. Depending on your mood and the perceived mood of the person, you could start with simply introducing yourself. Though, I don’t say I’m a travel blogger at first. I feel that it is easier to build a rapport before throwing that out there. I mention this because I hear bloggers say they feel like people perceive them as just wanting free things. For many of us, this is a business, so don’t shy away from that aspect.
I tend to first gush over their region and use specifics. “Austria has some of the most beautiful buildings.” “I hear the food in Spain is incredible and that your region has a great food culture” “I’ve visited your embassy in D.C. and found the people so friendly and learned that you have some of the oldest ruins” You get the point. Just be real. If you are headed there soon, tell them that you are excited (hopefully you are if you are going!) and that you want to learn more so you don’t miss anything since you’re a travel blogger and want to share the love.
A different approach I’ve used was mentioning my niches first, or asking something specific. For Switzerland, I mentioned I was a blogger and said I was interested in winter destinations because I think that people don’t take advantage of winter travel as much as they should. Or I would tell a destination how I loved finding the quirkier side of a city, or an experience outside of the main city, and asking what would they recommend.
Another segue into working with blogs could be “Do you work with bloggers?” or “How do you work with influencers?” If you ask this question, you will likely be directed to the PR or marketing person, so they can give you relevant information. Some are very straight-forward with what they offer and some will just add you to a list. You can also just ask for the contact in digital marketing.
I think I was asked for my numbers twice and had 60 press kits printed (not cheap!) then gave maybe 5. They rest just preferred it to be digital. So do I!
Network
You are networking all the time. Always have your own cards handy. I made great connections while sharing a lunch table, sitting next to people in sessions, and other random spots. Always be open to meet people and chat.
First thing on Monday morning, you are welcomed with a breakfast where you can network with other members of the media. This might be for magazines, newspapers, websites, and blogs. Never turn down an opportunity to network…especially if it involves food!
Take business cards! I immediately put the contact info in a spreadsheet with a fun fact about our conversation and add them on Instagram. Then I’ll find them on LinkedIn to add them there.
Take photos during WTM and upload them as you go, or wait until the evening and schedule posts for the next day. That way you can be sure to tag the right people and use the right hashtags! Tag the people who on are panels at the sessions you are attending. Connect, however possible, to be noticed!
Hashtags & handles: Follow #WTMLDN, #WTM18 (unofficial), @WTM_London and check them throughout the day to see if there’s anything interesting you should check out or to engage with even if just on LinkedIn and Instagram.
Be polite, professional, and genuine!
Don’t be all “Gimme-Gimme”
Respect is a reoccurring theme in this post for good reason. Just because you have big numbers or you think you are super special does not mean that people should feel honored to work with you. Go into meetings with a mutually beneficial attitude and you’ll get much more out of it. Bloggers seem to have a reputation of going to booths just to ask for free things. So let’s all help change that stereotype to one of friendliness, professionalism, and being easy to work with. Start with building relationships and you’ll go much farther!
Take Care of Yourself
Try to take food with you so you can eat on the go when you realize you are hungry. Maybe that’s energy bars, fruit, a packed sandwich, just something to keep you going. I kept water, food bars, and peanuts in my bag which helped a lot.
Wear decent shoes. Yes, you should look professional, but maybe bring some light/comfy shoes in your bag with you for when you need to get out of the nice shoes. I went with Toms shoes since they are light and very comfortable.
Follow Up
After this crazy whirlwind of an event, you’ll want to follow up with the contacts you made. This might just be a polite “Thanks for meeting with me. Hope to work with you soon.” Or something more productive, like hashing out a contract. Either way, it’s good to connect soon after and try to add something personal to make your contact remember you. Maybe you spoke about their dog, or they had a tough flight, or anything you remember from that meeting, bring it up and they know you weren’t just making the rounds.
Congratulations!
Going to the World Travel Market as a blogger or content creator is an awesome experience that can boost your social circle, your motivation, and your understanding of working with brands and destinations. Embrace it! You are going to come out with so much knowledge and so many contacts that you won’t be able to help but to start taking yourself seriously in this industry. If you are able to make connections with fellow creators before you leave, definitely schedule a meetup to give you a head-start on networking.
If you are going to WTM this year, reach out and let me know. Maybe we can even meet up! Have other questions? Leave them below, or just let me know what you are most excited about! Catch ya in London 🙂
