In times of economic crisis playful innovations are
likely to be the main victims. The focus is shifting in travel
technology too. In the short term experts anticipate attention being
directed towards applications that will help reduce costs and increase
revenues. Improving sales efficiency and streamlining back offices will
be more important than visionary solutions for mobile applications,
social networks or a semantic web.
Thus Travel Technology at ITB Berlin 2009
occupies an interesting role in a contradictory environment,
determined by economic recession and market consolidation as well
as consistently dynamic growth in e-business and travel
As a result there are highly dynamic
developments going on in this section at the global travel
industry’s leading trade show. “There has been considerable
fluctuation and we have seen many new arrivals,” said David Ruetz,
Senior Manager ITB Berlin.
Overall the organisers have registered
substantial growth. Many small and innovative technology companies
are taking part. Out of approximately 130 exhibitors in the Travel
Technology section one-sixth will be at ITB Berlin for the first
time. Among them the number of international exhibitors is
increasing, with Sweden, Australia and Turkey also participating
in this section.
The main products and services will comprise
software and search engines for hotels as well as portable
“Travel blogs focus on hotels, more so
than on any other service provider,” said David Ruetz. “Nowadays
almost every hotel has ratings, images and even videos on the web,
which are put up by one or more users. Hotels and search engines
must make intelligent use of this content. This social networking
capability and the ability to network with various sales channels
determines their quality and performance potential.”
Furthermore, the transparency of prices and
services offered on the web as well as the integration of mobile
services and the increasing relevance of personal recommendations
will give both online and offline travel technology, travel
agencies and service providers a boost.
On 11 March the tourism industry’s successful
Bloggers Summit will be taking place for the second time while The
Travel Technology Conference PhoCusWright@ITB Berlin on 12 March
2009 will also be showing ways to make specific use of technology
to achieve success in the travel, tourism and hospitality sectors.
ITB Berlin 2009 will be taking place from
Wednesday, 11 to Sunday, 15 March. The period from the Wednesday
to the Friday is reserved for trade visitors.
other recent news regarding:
Travel Trade Shows