ITB Berlin 2023: World's Top Travel Trade Show's Strong Comeback

After a four-year hiatus, ITB Berlin 2023 was back for the first time as an exclusively B2B event. Here is a quick recap of how SuitePad experienced it. 

After a four-year hiatus, the highly anticipated ITB Berlin 2023, the world's leading travel trade show, was back for the first time as an exclusively B2B event. With around 5,500 exhibitors from 161 countries showcasing their products and services, attendees could explore a wide range of travel options and destinations and catch up with the latest trends in the industry.

This year's slogan was "Open for Change," and very fittingly, the event highlighted how the industry is transforming and how it is eager to change and adapt to future expectations. 

This year, SuitePad was once again proud to be a part of this prestigious event and a first-hand witness to the industry's post-pandemic revival. Our team had an excellent time showcasing our digital solution and networking with the industry's top leaders, and fostering valuable connections.

We also had the opportunity to share our Hospitality Inflation Report 2023, featuring an extensive price analysis of key upselling-related products and services, with industry professionals and contribute to the share of knowledge that is essential within our industry. 

Get your free copy of the Hospitality Inflation Report 2023 here.

A silver lining

Despite the countless challenges the tourism industry faced over the last couple of years, this year's ITB showed that the industry is slowly but surely regaining its vigor and will be back at full speed as 2023 is predicted to be a record year by many industry professionals. 

Despite the challenges of the pandemic, the hospitality industry made a strong recovery in 2022. Hotel market analyst STR reported that Europe’s average daily rate (ADR) increased by 18.5% to $148.9, despite a 10.5% decrease in the average occupancy rate. Except for Asia, most global regions experienced this positive trend. The increase in hotel room prices is substantial, even in an environment accustomed to a high inflation rate which currently stands at 9.2% for the euro area. And yet the ADR growth doubled that.

The silver lining of this lies in the waves of change the hospitality industry has been going through even before the pandemic. A significant transformation is in the works, and ITB Berlin 2023 reflected that the industry is open to this change more than ever. 

ITB Berlin 2023 at a glance

Our conversations with industry professionals from all over the world provided an exciting glimpse into the future of the industry and how the latest trends and innovations are reshaping the world of hospitality. 

One of the event's highlights was the focus on the latest technologies like artificial intelligence, virtual reality, and augmented reality. From countries like Saudi Arabia using VR in their exhibitions to countless travel tech companies utilizing these technologies in their digital solutions for a seamless guest experience, this year's ITB reflected the industry's shift towards a more digital and technologically advanced approach to travel.

The other exciting trend was the focus on sustainability in every stage of the travel experience. We were pleasantly surprised to see the thoughtful effort of the industry toward a more sustainable future. The growing awareness about the importance of sustainable practices is very promising as hotels consciously try to reduce their environmental footprint and meet their customers' rising requests for sustainable travel alternatives. Similar to the Green Option in our in-room tablet solution that enables the guests to forgo room cleaning during their stay, it was fantastic to see so many companies integrating sustainable elements into their products and prioritizing sustainability in their approach to travel technology. 

Last but not least, one of the most valuable outcomes of ITB Berlin 2023 was the realization that personal contact is an essential aspect of our industry. The need to meet face-to-face is greater than ever, and the sheer number of attendees at this year's event clearly demonstrated the industry's enthusiasm. After all, hospitality is a people's business, and the human connection is at the heart of its essence. 

As SuitePad, we are honored to be a part of this change and cannot wait to return for ITB 2024! 

📸 Copyright: SuitePad
_{Published on March 21, 2023}