What does the biggest hospitality, hotel, and travel event in the world look like? Imagine a bustling venue with 24,000 attendees, 5,500 exhibitors, 1,300 senior buyers, hailing from over 170 countries. Picture 400 speakers sharing knowledge across 4 stages within the scope of 17 thematic tracks. That’s the magnificence of ITB Berlin!
I consider myself fortunate to have been a part of ITB Berlin 2024. At NetNada, our mission to assist the hotels and hospitality sector in reducing carbon emissions has never been more relevant. With demand surging from other NetNada users seeking sustainable venues and accommodation, our presence at the event was an enlightening affair that shone a light on the travel industry's necessary evolution and those at its helm.
Sustainability Takes Center Stage
This year's event (from what I could manage to see) focused on sustainability, technological advancements, and changing consumer behaviors, offering invaluable insights for businesses aiming to stay ahead in the ever changing travel industry.
The discussions on sustainability, particularly in the hotel sector, were intriguing. With all of the classic emphasis on the importance of reducing carbon footprints and making eco-friendly choices, from guest interactions to transportation methods… but is this just talk or are we really seeing a shift?
We all know the shared vision of a greener future in hospitality underlined by the urgency of collective action towards net-zero goals. But with 24,000 people in one conference centre, time is precious and attention spans are short. Green visions don’t often cut it and is clear that people want their first 2 ‘P’s’ addressed (People & Profit) before speaking about Planet!
We know this all to well at NetNada and are always more than happy to show people the business benefits in sustainability along with helping remind those who I spoke with that recent announcements like the UN Adoption of a New Global Standard to Measure the Sustainability of Tourism mean that this is becoming a must for travel.
The Efficiency and Transformation through AI
With dollars and cents in mind, ofcourse efficiency comes into play and there was no shortage of focus for the transformative power of AI in travel. Glenn Fogel's insights on this key theme and Generative AI's role in enhancing customer experiences underscored the shift towards more personalised, efficient service offerings. The introduction of AI Trip Planners, for example, represents a significant leap in how travellers can receive tailored recommendations and support (including tips and tours designed to help you travel sustainably).
Jeremy Sampson's presentation on achieving climate neutrality by 2030 in tourism was particularly impactful. The detailed roadmap with actionable measures across multiple sectors highlighted the complex yet achievable path towards a more sustainable travel industry.
The influence of AI and VR in making travel more inclusive and accessible was another highlight. The potential of these technologies to cater to the pent-up demand for travel post-pandemic and to create more immersive planning experiences was compelling. I for one could not be more intrigued to see how this space develops (yes it is rather scary with big BlackMirror episode vibes)!
Finally, the discussion on the changing travel behaviour in the age of AI and VR brought to light the diverse ways in which technology is reshaping consumer expectations and industry standards. The emphasis on sustainability, personalisation, and the seamless integration of technology into every aspect of travel planning and execution was clear.
The Roadmap to Climate Neutrality
While ITB Berlin 2024 was a testament to the dynamic nature of the travel industry and provided some awesome insights into how innovation in shaping its future. It still begs the question, what was its environmental impacts?! (at least that’s what we’re thinking at NetNada)
Well don't worry, you’re in luck - we have conducted an analysis of the world's biggest hotels, hospitality and travel event. Stay tuned for our follow up posts and access our report on our assumption of ITB’s GHG Emissions breakdown for 2024.
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