Every year, Europe's travel industry giants gather together for 4 days to share trade secrets on the main stage, and to swap insider gossip over beers and coffee. In my head, it's like the Avengers of the travel industry meeting up to discuss what the $7.6 trillion industry will look like in terms of travel experiences, nights spent in hotels and hostels, train rides, plane rides, cruises and more. The discussions and meetings and partnerships struck here will impact how Europe and the rest of the world travel and consume travel services.
For you and me, it'll determine what we see on our Instagram and Facebook feeds for the next 12 months.
So what are some interesting discussions, workshops and exhibits you absolutely cannot miss if you're in town?
I couldn't write about ITB Berlin without mentioning TrekkSoft first, so here it goes.
This year, we'll be present in the Travel Tech hall ready and excited to meet you. We've prepared an awesome Tour and Activities Review filled with our latest TrekkSoft findings on booking trends in the tour and activity sector, as well as tips to leverage these trends and grow your business.
Drop by to say hi and grab a copy of the review! If you'd like to meet with a TrekkSoft team member to learn more about our booking solution, you can do that here.
2. Blockchain and travel
If you've been dodging the topic because you think it's too techy and futuristic, there will be panel discussion with Maksim Izmaylov, founder & CEO, Winding Tree, Frank Rosenberger, member of TUI Group's executive board focusing on IT and new markets, and Decius Valmorbida, Senior Vice President Travel Channels at Amadeus IT Group. To top it all off, the discussion will be moderated by Norm Rose, the President of Travel Tech Consulting.
Learn about Blockchain from a team of experts and industry leaders, and get firsthand information on how they plan to use the technology to advance the travel industry.
3. Consumer behaviour in travel
Dr Wouter Geerts, senior analyst at Euromonitor International and contributor in our 2018 Travel Trends Report will take the stage and share about the evolution of consumer behaviour thanks to new technologies like artificial intelligence, virtual reality, the Internet of Things and more. You can learn more about the session here.
The other noteworthy presentation will be given by Alexander Trieb, founder and CEO of Travel Audience, who will be speaking about consumer booking behaviours. If you want a detailed map of your customer's path to purchase, this is one your shouldn't miss.
4. Politics and travel
Given the current global political climate, these discussions couldn't come at a better time. How does travel affect global and local politics? Conversely, how does the local political climate affect travel?
In this panel discussion moderated by German Federal Ministry for Economic Cooperation and Development, we'll learn about the intricate political relationships between and within countries in the MENA region and how it can impacted tourism in the region.
In this panel discussion aptly titled "Questioning the unquestioned", the panel moderated by the Institute for Tourism and Development, will discuss how consumer booking trends within Germany and the rest of Europe reflects global sentiment of a country's political views, cultural diversity and its policies towards minorities.
5. Digital storytelling
With over 102 million followers on Instagram alone (Taylor Swift has 106 million followers), National Geographic can most certainly share a lesson or two about creating engaging and inspiring content for a global audience.
I'm looking forward to learning from Annabelle Canwell, SVP of Travel Partnerships, as she shares how the company is continuously breaking the barriers of social media and digital content.
We'd love to meet you at ITB Berlin and tell you more about TrekkSoft. Schedule a meeting with us!