“A tsunami of disruption” is an epitaph that could easily describe the impact of newcomers to the travel industry in 2010-2011. Group buying deals. Private Sale. Google+. Mobile. Social. Local. Reviews. All these new marketing tools and programmes are disrupting the traditional model of distribution.

Conference producer Yeoh Siew Hoon said “One hotelier in Phuket told me that he had been approached by at least 30 companies asking him for deals. He said, “We are waiting to see, we’re not sure it will add value to our brand.”

The hotelier’s confusion, along with his ‘wait and see’ approach is typical. With such a massive impact on what is essentially an old and well established industry, the brunt of the shakeup is only just being felt. Now, for example, questions are being raised as to the legitimacy of deals sites promoting and selling travel without the necessary licenses in certain markets.

With disarray comes uncertainty and ultimately repositioning. That is, businesses will strive to find a way to position their current business into the new environment.

Thus “Find Your Groove”, is the theme of one of the key events on the travel industry calendar, the Web In Travel conference which occurs during ITB Asia. The conference aims to speak to those who are experiencing the impact of new disruptions to their travel business and seeks to bridge newcomers to the industry with their established peers.

No other event brings together so many luminaries engaged in travel technology. Brand representation at the event includes the who’s who of the global travel distribution industry from airlines, online travel agents, hoteliers, educators as well as suppliers and consultants to the industry. Representatives from Google, Yahoo, Tripadvisor, Skyscanner, Air Asia, GuideGecko, Qunar, Frommer’s, comScore, Wotif and Zuji/Travelocity for example will be present, as well as speaking.

More of a movement than a single event, with over 2,000 followers of its social networks, website and newsletter, Web In Travel culminates at its annual conference. This year, a workshop, the WIT Bootcamp on 17 October, occurs along with the two day conference, which happens between 18-19 October. Web In Travel will gather more than 80 speakers over three days to talk, debate, share, inspire and lead over 400 participants.