Mobile technology, big data and location-based tracking are revolutionising the travel and tourism industries, enabling a rise in personalised services the suggest richer and more enjoyable experiences tailored to travellers individual preferences.

That was the verdict of the World Travel Markets (WTM) 10th annual Global Trends Report, released at its event in London yesterday in association with Euromonitor International. According to the report, companies are adopting these new technologies to provide more in-depth and engaging experiences to consumers.

The report highlighted services like TripAdvisors Apple Watch app, which can send push notifications with information on the highest-rated nearby restaurant, and Google Now, with aims to proactively bring consumers information before they ask, based on past behaviour and geo-location data.

In addition, it predicted that online travel agencies would increasingly shift to personalised mobile services in order to increase booking conversions, using customer preferences to suggest new destinations and fine-tune accommodation listings.

“The opportunities that smart technology offers travel companies are endless and we have only scratched the surface,” said Simon Press, senior director at WTM. “It wont be long before personalised suggestions – created from cross-checking consumers preferences and current location with online inventories of local travel services and activities – will become the norm.”

Mobile travel sales reached $96bn (£62bn) in 2014, accounting for 12.5 per cent of global online travel sales, and are predicted to grow by 22 per cent over the next five years.

“Companies now have the possibility to collect a wealth of information about consumers that was previously unavailable to them, and this is leading to offers of more personalised experiences,” said Caroline Bremner, head of travel at Euromonitor International. “A gradual shift to one-to-one marketing in travel will be evident, with each consumer treated in a different way in terms of the overall marketing mix including pricing.”