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  • February 01, 2023

Leading industry figures will share their visions of tomorrow’s tourism industry and reveal travel trends during the ITB Berlin Convention programme under the heading ’Mastering Transformation.’

The latest travel trends for 2023 and beyond will be discussed by the outstanding speakers from the industry’s leading think tank.

From March 7 to 9 at the ITB Berlin Convention, industry experts will provide answers to the key questions surrounding today’s and tomorrow’s tourism industry and how to master the transformation towards a sustainable and successful future.

Speakers include:

  • TUI CEO Sebastian Ebel
  • Singapore Tourism Chef Keith Tan
  • UNWTO Director Dr Dirk Glaeßer
  • Lufthansa Systems CEO Oliver Krüger
  • DB Fernverkehr Marketing Director Stefanie Berk
  • Chief People Officer of TUI Group Sybille Reiß

Meanwhile, President of the ifo Institute Clemens Fuest will hold the keynote speech on the opening day of the event in Hall 7.1a. The convention is now available online under the heading ’Mastering Transformation’ and features keynote speeches, CEO interviews, panels, pitches and discussion rounds.

Experts will share their knowledge on the latest travel trends at wide-ranging theme tracks on a total of four convention stages in Halls 7.1a and 7.1b, as well as Halls 6.1 and 3.1. The World Tourism Cities Foundation (WTCF) is the co-host of the ITB Berlin Convention 2023. Admission to the convention is included in the price of an exhibitor, trade visitor or press pass to ITB Berlin. Selected sessions will be streamed on the supporting platform ITBxplore. A “fully digital ticket“ is available for those wishing to attend virtual ITB events only, with access on all three days.

Leading speakers at the Future Work track

At the Future Work track on March 8, experts will discuss new approaches to encouraging working in tourism and provide orientation on how to handle the skills shortage. At the panel entitled ’New narratives for work in travel’ at 10.30am, Ms Reiß will talk about new business models and travel trends that can help make working in intensive service sectors such as tourism attractive again.

Later, a 4 pm presentation takes three best practices as examples with Ms Berk and Brand Partnerships Lead Travel, TikTok, Michael Schumacher. The pair will show how taking a personal and rational approach can confront the skills shortage. The clear aim is to continue to encourage both newcomers and professionals to work for tourism enterprises – whether for a leading transport company or medium-sized hotel business.

Credit: ITB

Shaping the future of the events, airline and cruise industries

The Tour Operator Travel Sales track on March 7 in Hall 7.1b will look at the expectations and travel trends for tomorrow’s industry from the point of view of the customer.

Taking part in the panel at 10.45am will be Dr Glaeßer and Sabine Rogg, director of trends strategy at Trendbüro.

Meanwhile in Hall 7.1b, the Carrier Cruise track will examine the big challenges facing airlines and the cruise industry. Lufthansa Systems CEO Oliver Krüger will be among the industry experts discussing the impact of the current crisis on a panel entitled ’Carriers at the Crossroads between Decarbonisation and Changes in Booking and Travel Behaviour’.

Travel trends for decision-makers in commerce, marketing and distribution

Debate and inspiration awaits those taking part in the Marketing Distribution track on March 8. Representatives of the travel and hospitality sector will look at how to successfully master the upcoming transformation process. Katrin Anselm from Airbnb will answer questions in an Executive Interview at 2pm.

Also on the same day, the Youth, Adventure und Outdoor track will discuss generation Z and the transformation of the travel industry. In general, the sessions will deal with the travel trends taking place in the adventure and outdoor tourism markets and the obstacles involved which impact their profitability.

Online destination marketing

At the Destination track on March 9 at 11.45 am, Singapore Tourism Chef Keith Tan, will discuss ’Digital, Personalised and Open – How DMOs are gaining ground in Traveltech’ along with Jan Hutton, CEO, Australian Tourism Data Warehouse, and Alexa Brandau, director, Media Management DZT.

This look at the future will include a discussion on what the next big thing in digital destination marketing could be like.

Earlier that morning at 10.30 am, the focus of Heike Döll-König, director, Tourismus NRW e.V., and Anthony Everett, president CEO, Tourism Vancouver Island, will be on the rethink that Destination Management Organisations (DMOs) require. The question will be whether destination thinking is still state of the art. What are the changes facing the hospitality industry in the future?

The future at the Hospitality and Responsible Tourism tracks

On the same day, the Responsible Tourism track will deliver a half-term report on Agenda 2030 with its 17 sustainability goals. Is tourism already on the way to becoming a low-resource, high-benefit and resilient sector? And what role should platforms play in achieving sustainable consumption and production?

Daily eTravel track

This year, eTravel tracks will be taking place in Hall 6.1 on all three days of the convention, including the Hotel Technology Forum on March 7. Relevant technology travel trends and developments will be presented and hospitality tech experts will show in panels and best practice examples how hoteliers can successfully master the digital transformation and benefit from technology.

In his speech at the Hotel Technology Forum, on March 7 at 2.30pm, Kevin King, CFO, Shiji Group, will highlight how the digital transformation can succeed in the hospitality industry while also managing customer expectations. At the same time he will select important points describing how to lay the foundations for success.

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