The 2024 edition of ITB Berlin will once again place a strong emphasis on travel technology, reflecting the industry’s growing reliance on digital solutions to enhance customer experiences and improve operational efficiency.

More than in almost any other sector, change and innovation have always been the tourism industry’s driving forces – so it is no coincidence that from 5 to 7 March at ITB Berlin 2024 the Travel Technology segment again occupies a standout role. More than 30 international providers are presenting their forward-looking products and ideas in a total of five halls (5.1, 6.1, 7.1c, 8.1 and Hall 10.1, as before the pandemic) at the World’s Leading Travel Trade Show. The exhibitor spectrum ranges from well-known industry heavyweights to aspiring startups and spans the entire technology value chain. Among them are Amadeus, Sabre, Bewotec, ICEX España, Business Iceland, and Business France. Organized in collaboration with the partners GIATA, the Travel Tech Café and Travelport in Hall 5.1 and the Travel Lounge in Hall 6.1 are places where technology fans can exchange knowledge.

A wide-ranging programme on the eTravel Stage in Hall 6.1., which this year features the new AI and Digital Destination theme tracks, plus more audience space, rounds off the many events.

The event will showcase a range of innovative technologies, including artificial intelligence, virtual reality, and big data analytics, that are transforming the travel landscape.

Artificial Intelligence (AI) will play a prominent role at ITB Berlin 2024, with companies showcasing AI-powered solutions for personalization, chatbots, and fraud detection. AI is helping travel companies better understand and anticipate customer needs, provide personalized recommendations, and streamline customer interactions.

Virtual Reality (VR) and Augmented Reality (AR) will also be in the spotlight as companies demonstrate how these technologies can enhance travel planning, destination experiences, and even training for travel professionals. VR and AR are creating immersive experiences that allow travelers to virtually explore destinations, book accommodations, and even attend travel conferences.

Big Data Analytics will be another key focus at ITB Berlin 2024, as companies showcase how they are using data to gain insights into customer behavior, optimize pricing strategies, and improve operational efficiency. Big data is providing travel companies with a wealth of information that can be used to make informed decisions and deliver a better customer experience.

In addition to showcasing the latest travel technology, ITB Berlin 2024 will also feature some dedicated events and discussions focused on the topic. The ITB Tech Stage will host a series of keynotes, panel discussions, and workshops on a range of technology topics, and the ITB Next area will showcase start-ups and emerging technologies.

ITB Berlin eTravel Stage

The eTravel Stage at the ITB Berlin Convention is a think tank and ideas factory all in one. On all three days of the show it will be the platform for outstanding keynote speeches, impressive pitches, and informative panel discussions on travel technology. Visitors can look forward to a wide range of highlights presented by leading travel tech experts. A selection can be found below:

• Tuesday, 5 March, 11.15 a.m. – ’Beyond the Buzz – What are the Key Technology Trends Shaping Travel” – moderator Lea Jordan (co-founder of techtalk travel and member of the ITB Board of Experts) talks to Mirja Sickel (VP Hospitality Distribution at Amadeus) and Andy Washington (general manager, EMEA at the Trip.com Group) about travel technology trends – what is simply hype and what can really be achieved?

• Tuesday, 5 March, 2.30 p.m. – At the panel entitled ’Hotel Technology Trends (or Hypes?) – Cutting the Noise’, in conversation with moderator Lea Jordan, Kevin King (CEO, Shiji International), XinXin Liu (president of H World Group) and other industry visionaries offer an insight into important hospitality industry trends. Hotel managers can find out how to navigate the complex world of hotel technology and successfully master the digital transformation.

• Wednesday morning, 6 March  – On day two the focus is initially on the Technology, Tours & Activities theme track. Events include a keynote speech by Schubert Lou (COO, trip.com), who will highlight Chinese travellers’ preferences for international tours and activities. In addition, ’Outlook for Experiences’ features the latest research findings of the tech platform Arival, and discussions with leading industry players, including Nishank Gopalkrishnan, (CCO, TUI Musement) and Kristin Dorsett (CPO, Viator).

  Charlotte Lamp Davies (founder of the consultancy A Bright Approach): “The Technology, Tours & Activities theme track at ITB Berlin 2024 promises a morning full of fascinating insights and outstanding contributions by opinion-formers and major players.“

• Wednesday, 6 March, 3.45 p.m. – The new AI theme track features an interview with Dr. Patrick Andrae (CEO, Home To Go): ’How AI is reshaping travel searches and bookings’. Home To Go was quick to recognise the advantages of AI and has incorporated it in its complex technology for comparing prices and bookings. While customers can only see a smart chatbot, Dr. Patrick Andrae takes viewers on a tour of AI-driven technology at his company.

• Thursday, 7 March, 10.30 a.m. – Charlie Li, CEO, TravelDaily China, will moderate the panel entitled ‘Taking Notes – Lessons from Asia’s Digital Frontier’, where leading players in the Chinese travel market share their views and observations with Vivian Zhou (vice president, Jin Jiang International) and Bai Zhiwei (CMO, Tongcheng Travel) as well as other guests.

• Thursday, 7 March, 11.00 a.m. – ’Camping goes digital’ – in his keynote speech Michael Frischkorn (CPO & CTO, PiNCAMP) talks about the status quo and future of the camping market.

• Thursday, 7 March, 2.30 p.m. – The new Digital Destination theme track specifically targets destinations in German-speaking countries. Alexa Brandau, head of Mediamanagement, and Richard Hunkel, head of Open Data & Digital Projects at the German National Tourism Board (DZT), offer an insight into the Open Data project. The discussion also focuses on innovations that inspire this technology. The winners of the DZT Thin(gk)athon present their solution: an AI-based method for collecting information from open data records.

• Thursday, 7 March, 4.15 p.m. – ‘Finally understanding guests: from guest card to digital wallet’ – in his keynote speech Reinhard Lanner (strategy adviser, Travel & Hospitality, Workersonthefield), explains how efficient data management works for a perfect personalised approach to guests.

The strong focus on travel technology at ITB Berlin 2024 reflects the industry’s commitment to innovation and its desire to use technology to improve the travel experience for customers. As technology continues to evolve, we can expect to see even more innovative solutions emerge in the years to come.

Here are some specific examples of travel technology innovations that are likely to be on display at ITB Berlin 2024:

• AI-powered chatbots that can answer customer questions and resolve issues 24/7
• VR experiences that allow travelers to virtually explore destinations before they book
• AR apps that can provide real-time information about attractions and restaurants
• Smart luggage that can track its location, weigh its contents, and even self-check in at airports
• Personalized travel recommendations based on user data and preferences
• Blockchain-based solutions for secure travel transactions

The future of travel is undoubtedly technology-driven, and ITB Berlin 2024 will provide a glimpse into the exciting innovations that are shaping the industry.

Here are some tips for getting to ITB Berlin by public transportation:

• The Messe Nord/ICC, Westkreuz, and Messe Süd stations are all within walking distance of the exhibition center. You can take the U-Bahn (subway) to Messe Nord/ICC or Westkreuz, or the S-Bahn (city rail) to Messe Süd.
• Several bus lines stop near the exhibition center, including the 100, 109, 149, and 249.
• If you are staying in a hotel in Berlin, you may be able to take a shuttle bus to the exhibition center.
• Taxis are also available, but they can be expensive.

See you in Berlin?

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