Reflections on ITB Berlin 2025: The Future of Travel, Tech, and Talent

ITB Berlin has always been a cornerstone event for the global travel industry, but this year, the momentum felt different. Walking through the exhibition halls, I couldn’t help but notice the unmistakable shift, technology taking center stage, traditional formats evolving, and industry leaders coming together in new ways. I wouldn't say it has been the busiest I've seen but full of energy, innovation, and meaningful conversations that reinforced one key message: the future of travel is digital, connected, and deeply human.

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Hi, my name is Rita and I am a Company Culture, Recruitment, and Business Expansion consultant, leading the team at RaizUp , with a mission to scale diverse teams globally in travel and tech.

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Here are my biggest takeaways from ITB Berlin 2025:

1. Travel Tech is No Longer a Niche - It’s the Industry’s Backbone

The dominance of travel technology this year was undeniable. With six entire halls dedicated to innovations in AI, automation, eSim technology, and seamless payment solutions, the message was clear: digital transformation is no longer optional.

The eTravel Stage was a hotspot for discussions about how businesses can harness AI to enhance guest experiences, streamline operations, and optimize revenue. From hyper-personalised travel recommendations to real-time fraud detection ( as someone who processed fraud back in the day manually highly appreciated), technology is now at the heart of every touchpoint in the traveler’s journey. Companies that fail to adapt risk being left behind.

2. The Traditional Hotel Booth is Fading - But What’s Next?

A striking change this year was the noticeable decline in large-scale hotel booths. Many brands that once dominated the show floor with elaborate displays opted for digital showcases instead. The Hall 9 shift effect reflects a broader trend: hotels are focusing on online engagement, direct booking strategies, and virtual interactions rather than costly physical exhibitions.

Does this mean the end of grand hotel booths at ITB? Not necessarily. It’s more likely that brands will need to rethink how they engage audiences at events like these, blending in-person experiences with digital storytelling to stay relevant.

3. Payments Must Be as Seamless as the Travel Experience

As international travel continues to grow, so does the need for frictionless financial transactions. ITB 2025 saw a surge in payment technology providers, all focused on solving one key challenge: making global payments effortless, secure, and borderless.

From multi-currency processing to embedded finance solutions, companies are racing to eliminate pain points for both businesses and travelers. The demand for real-time transactions and AI-driven fraud prevention is rising, and it’s becoming clear that payment innovation will play a crucial role in the next chapter of travel.

4. Coopetition is Reshaping the Industry

One of the most refreshing trends I observed this year was the growing embrace of “coopetition” - where companies that are technically competitors collaborate to drive industry-wide innovation.

Cloudbeds set the perfect example by hosting a networking party that brought together key players from across the travel and hospitality ecosystem. It was a reminder that in today’s fast-moving world, collaboration isn’t just beneficial—it’s essential. When industry leaders work together, everyone wins, from businesses to travelers.

5. AI is Transforming Travel, One Personalisation at a Time

The buzz around AI-powered personalisation was stronger than ever. Across the exhibition halls, companies showcased how artificial intelligence is revolutionizing the way we book, experience, and interact with travel brands.

Smart booking assistants, dynamic pricing models, and automated customer support were just a few of the innovations on display. The ability to analyse vast amounts of data in real time means that travel experiences are becoming more intuitive, predictive, and tailored to individual needs. AI isn’t just changing how travelers book trips—it’s redefining how they experience them.

A Standout Moment: The Flexkeeping Booth

Among the many impressive exhibitors, one booth truly stole the show for me— Flexkeeping . And not just because of their innovative hotel operations solution, but because of how they told their story.

Their stand was unlike anything else at ITB. With clever, humorous slogans that played with words and a centerpiece that was impossible to ignore—a toilet transformed into a literal throne—Flexkeeping turned industry pain points into something fun and engaging. Of course, I couldn’t resist climbing up and taking a seat! It was a moment of pure joy, and I wasn’t the only one who stopped to interact. Their playful approach drew people in, sparked conversations, and perfectly illustrated what they do—helping hotels clean up their operations (pun fully intended!).

This kind of creativity is what makes brands stand out. Flexkeeping didn’t just showcase their product; they created an experience, one that people will remember long after ITB Berlin 2025.

Beyond the Conference: The Magic of Community

One of my personal highlights was the RaizUp Afterparty at The Social Hub. More than just an event, it was a space where industry professionals, innovators, and changemakers came together to connect, exchange ideas, and celebrate the future of travel. Moments like these remind me why I love this industry - it’s about more than just business; it’s about people, relationships, and shared purpose.

The energy was electric, the conversations insightful, and the atmosphere truly reflected the spirit of connection that defines RaizUp. We couldn’t have asked for a better way to celebrate ITB and the vibrant community that makes this industry so special.

I want to thank everyone for joining us, and special shoutout to our partners that made this event possible and even greater: HSMA Deutschland e.V. , Smartpricing , HERA by Hotel ResBot , MyStay , Proposales , HotelREZ Hotels & Resorts , Sciant (now Sirma Group) , Ireckonu - Hotel Middleware & CDP+ , Shiji Group , Juyo Analytics , Stayntouch , SHR , Blastness , Quicktext , Guestline , MeetingPackage , TransPerfect .

A Call to Action: Empowering the Talent Driving This Industry

While ITB Berlin 2025 showcased cutting-edge technology and groundbreaking trends, one thing remains unchanged: people are at the heart of travel and hospitality. Behind every innovation, every seamless experience, and every memorable journey is a team of talented individuals who make it all possible.

Yet, as an industry, we still have work to do when it comes to fostering diversity, inclusion, and professional growth. Investing in talent—especially underrepresented voices—is just as crucial as investing in technology. If we want a thriving future for travel, we need to ensure that we’re empowering the next generation of industry leaders with the skills, opportunities, and support they need to succeed.

Final Thoughts

ITB Berlin 2025 reinforced that the future of travel is digital, automated, and hyper-personalized. But beyond the innovations and emerging trends, it also highlighted something even more important - the need for collaboration, human connection, and a commitment to developing talent.

As we move forward, let’s not just chase innovation for the sake of progress - let’s ensure that technology, community, and talent empowerment go hand in hand.

Thank you all for the meetings, bump ins , dance moves and conversations. I am deeply grateful for this community. I never take you for granted. A massive shoutout to my team who championed the nearly unexpected waves of people at our afterparty, and walked the halls these days. It reinforces me that we are going in the right direction.

What were your biggest takeaways from ITB this year???

#ITBBerlin #TravelTech #HospitalityInnovation #RaizUp #Leadership #TalentEmpowerment