A Retrospective of ITB Berlin 2023
The highly anticipated return of the world's largest travel trade show, ITB Berlin, after a three-year pause, was a booming success. The Berlin Messe Convention Center was buzzing with energy as industry leaders and innovators converged to showcase the latest advancements in hotel technology.
While mainstream technology struggles to navigate the turbulent waters of inflation and recession (and the fallout from Silicon Valley Bank and almost fallout of Credit Suisse Bank), the hotel tech sector continues to thrive. This can be attributed to the industry's early pivot towards profitability during the pandemic, making it more resilient than ever before.
The ITB Berlin exhibition provided a fascinating insight into the future of hospitality, with new trends and innovations transforming the industry. Among the notable advancements observed were pioneering utilizations of artificial intelligence (AI). However, I must assert that it is prudent to exercise caution, given that several technology firms employ AI as a marketing gimmick rather than a functional capability integrated into their solutions.
In this article, I will provide a comprehensive overview of the top highlights from ITB Berlin. I have analysed the innovations from the show, grouping them into seven (7) key themes. These themes encompass the most exciting developments in hospitality technology, ranging from cutting-edge AI solutions to sustainable practices that prioritize environmental consciousness. You will gain a deeper understanding of how these themes are created to shape the future of the hotel industry, providing a roadmap for where the sector is headed in the years to come.
1.????Artificial Intelligence
As the travel industry continues to evolve, one thing remains constant: people travel to relax and explore, seeking experiences that no artificial intelligence (AI) can provide without human interaction. That said, AI has become an essential tool for hotels to streamline operations and enhance guest experiences. Rather than making staff redundant, AI can be used as a digital assistant to anticipate and exceed guest expectations across all touchpoints.
Chatbots and virtual assistants have been utilized to minimize the workload of employees and enhance productivity, and AI tools have been adopted to streamline communication and accelerate the proposal process. Real-time guest sentiment analysis can further enhance customer service, while personalized newsletters based on guest interests and customized responses to guest reviews can improve guest satisfaction.
In addition to these applications, hotels are adopting digital strategies like interactive maps and virtual tours to differentiate themselves from competitors and provide unique and memorable experiences to guests. By combining human touch with the power of AI, hotels can continue to deliver exceptional guest experiences while optimizing operations and staying competitive in a rapidly evolving market.
Below are some companies that I had the pleasure to talk to:
Chatlyn utilizes AI technology to automate client communication, allowing for a reduction in workload and optimization of engagement, ultimately enhancing customer satisfaction and boosting revenue.
HiJiffy's virtual assistant, equipped with multilingual capabilities, provides hotel guests with a human-like interaction and a seamless customer experience through sophisticated voice communication.
Easyway's AI-powered Guest Sentiment feature detects real-time guest emotions, improving customer service, sales, and collecting valuable guest insights. It's particularly beneficial during the current staff shortage and need for contactless communication in hospitality.
The AI Reply Assistant enhances guest experiences and eases hoteliers' workload by providing customized responses to guest reviews.
Asksuite offers a 24-hour AI booking assistant and omnichannel service platform for hotels, increasing direct bookings and automating hotel communication channels.
2.????Big “D”
The term big data, affiliated to artificial intelligence, has been circulating in the tech industry for over a decade, and yet the potential for hotels to harness the power of data remains largely untapped. In recent years, there has been a significant shift in the way hotels view data, with a growing recognition of its potential to drive bottom-line results. To capitalize on this potential, hotels have focused on structuring their data in a manner that allows for easy access, and software companies have been at the forefront of creating innovative workflows and use cases that maximize the value of clean data sets.
At the ITB Berlin, we witnessed a surge of creative solutions aimed at optimizing revenue and inventory management, automating workflows, and enabling better decision-making through data science. Real-time pricing adjustments and the automation of lead acquisition and event bookings are emerging as popular trends, allowing hotels to gain a competitive edge and increase efficiency. The consolidation of customer data and data-driven insights provide hotels with the ability to track revenues and operational costs across all outlets, resulting in better strategic decision-making in a market that is constantly evolving.
Moreover, demand-driven dynamic pricing and grouping rate plans for profitable channels have been identified as trends that contribute to increased revenue. These technological advancements are expected to continue shaping the hospitality industry in the years to come, with a greater emphasis on harnessing the power of big data to drive operational efficiencies, enhance the guest experience, and ultimately, boost profitability. By leveraging the right data sets, hotels can stay ahead of the curve and capitalize on new opportunities, enabling them to thrive in an increasingly competitive market.
Below are some companies that I had the chance to talk to:
Hotellistat offers all-in-one big data analytics for hotels in their markets, starting from simple price charts up to complex positioning analytics in the fields: pricing, reputation, social media and web&e-commerce.
HQ Revenue is cloud-based software that provides real-time market, competition, and operational data to customers. This includes information on online distribution channels, room prices of competitors, and relevant events, holidays, weather forecasts, and reviews. The software helps optimize marketing, sales, and pricing strategies for optimal market positioning, and allows for customized data filtering and analysis.
Cendyn drives digital transformation in hospitality, optimizing profitability and guest loyalty for hotels worldwide. Their integrated technology platform aligns revenue, eCommerce, distribution, marketing, and sales teams with centralized data and analytics, helping capture more demand and accelerate growth.
RoomPriceGenie simplifies pricing for independent hotels, ensuring accurate rates every night. The platform is fast to implement, intuitive to use, and transparent. Choose hands-off or manual pricing control, and RoomPriceGenie will save you time and maximize revenue by checking rates against the competition.
BEONx’s Revenue Management System (RMS) optimises revenue and distribution based on consumer expectations and buying habits thanks to the Hotel Quality Index HQI?. Re-imagine what your guest-centred hotel business can be with a digitised, automated, integrated platform.
RevControl streamlines revenue management for small hotels and chains, offering analytics, rate shopping, and automatic rate recommendations. The dashboard compares current business to historical data and budgets, and the smart algorithm provides optimal daily rate suggestions. Use the rate calendar to verify rates and distribute to your PMS or Channel Manager, and auto-optimize rates for the next year.
Duetto's cloud technology streamlines pricing, financial forecasting, and group business solutions for hoteliers. Optimize small decisions to focus on executing your revenue strategy.
We provide Intelligent Hotel Analytics to help hotels of any size excel in their markets. Our platform offers real-time insights and data visualization to quickly identify strengths and weaknesses, optimize pricing, and boost revenue. Over 100 hotels trust our state-of-the-art solution to stay ahead in the industry.
3.????Virtual Payments
At ITB Berlin, there were forward-thinking payment solutions that promises to simplify the complex legacy payment systems within the travel industry.
One of the key innovations is the development of automated invoice management systems that eliminate wasteful processes, increase the use of electronic invoicing, and improve the accuracy of financial transactions. Additionally, platforms that unify hotel bookings management and payment processing by automating the processing of booking and payment data in a single environment were also displayed.
These technological advancements also include automatic payment and deposit collection features that reduce payment processing risks, simplify payment processes, and provide convenience for clients. With these innovations, hotels can manage their operations more efficiently and effectively, while providing an enhanced customer experience.
Furthermore, it is worth noting that in today's digital era, fax machines should no longer be a topic of the future. By embracing modern payment solutions, we can eliminate the need for outdated technologies and embrace the efficiency and convenience of the digital age.
Below are some companies that I had the chance to talk to:
RaccoonPay by RoomRaccoon streamlines hotel payment processes with integrated payment solutions for improved operational efficiency.
Pagsmile provides personalized payment solutions for Latam customers, combining Chinese payment system expertise with local market knowledge for faster delivery. Boost sales in Latin America with our all-in-one payment solution.
Adyen is a global financial technology platform that provides end-to-end payment capabilities, data-driven insights, and financial products to leading companies.
Pliant provides companies with a digital credit card solution that maximizes flexibility and savings by offering fully digital card and receipt management, physical and virtual cards with cashback, and seamless integration into existing finance and accounting software.
WeTravel provides a payment and booking platform for multi-day travel companies worldwide. Trusted by thousands of travel companies, it simplifies financial management, client bookings, and communication. WeTravel is the go-to payment solution for multi-day travel businesses.
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4.????Sustainability
The hospitality industry is placing an increased focus on the impact of technology on sustainability efforts. Innovative solutions leveraging automation and advanced technologies were showcased at ITB Berlin, aimed at reducing costs and meeting guests' demands for sustainable practices.
One such solution is the use of automated cleaning schedules that are based on reservation data, enabling hotels to meet guests' sustainability requests while reducing costs. Moreover, advanced energy management and automation features offered by smart thermostats have been tested in multiple hotel rooms, achieving significant energy savings without requiring any additional infrastructure.
These innovations underscore the importance of sustainable practices in the hospitality industry as hotels seek to reduce their environmental impact while meeting guests' demands for eco-friendly options. By leveraging technology, hotels can become more efficient, save on costs, and contribute to a more sustainable future for the industry.
Below are some companies that I had the chance to talk to:
Automated Cleanings reduces hotel housekeeping costs and saves time by creating custom cleaning schedules based on reservations, meeting guest requests for sustainability, and working efficiently with smaller teams.
Better.energy offers sustainable energy management for hotels with intelligent room control and electric mobility.
5.????Labour Shortage
The labour shortage is one of the biggest challenges facing the hospitality industry today, but the tech industry has responded with innovative solutions showcased at ITB Berlin. With the use of cutting-edge technology, hotels are able to mitigate the impact of labour shortage by enhancing communication among team members. One of the standout solutions is payroll planning software, which helps hotels to reduce workload and errors by allowing for accurate employee cost planning and department analysis. Meanwhile, on-demand training videos and courses for front desk associates and leaders aim to improve service quality, upselling, service recovery, and ADR improvement.
Digital key programs and pre-stay guest verification are also being increasingly adopted to enable remote check-in, mobile entry, guest communication, and upselling, thus reducing front desk friction and labour shortage pain. Additionally, automated guest offers based on profiles and preferences help save time and HR budgets while increasing guest booking rates. Tools for tracking and evaluating sales performance across all channels, and operations management tools simplify task management and help property managers use their time more efficiently.
The travel industry is all about creating unique experiences, and these technological advancements help hotels to continue providing excellent service and guest experiences despite the challenges of the labour shortage.
Below are some companies that I had the chance to talk to:
FairPayroll software by Fairmas simplifies employee cost planning and department analysis, reduces workload, and minimizes errors for efficient payroll planning in 75+ countries.
hotelkit Chat, a secure communication tool within the hotelkit platform, allows hotel teams to communicate instantly and safely, boosting team engagement during staff shortages and high workload periods while being GDPR-compliant.
Roommatik offers cutting-edge self-service kiosks for the hospitality industry, providing 24/7 interaction with guests and seamless check-in/out experiences while meeting all legal requirements. Contact us to elevate your guest experience.
moonstride is a complete travel tech platform for tour operators and travel agents, providing everything from CRM and operations management to accounting and booking.
6.????Virtual Guest Journey
The virtual guest journey has emerged as a crucial area of focus within the travel industry. Recently, several noteworthy innovations have been unveiled, showcasing how hotels are utilizing contactless solutions to elevate guest experience and increase operational efficiency. In particular, the implementation of contactless services, such as pre-check-in and check-out, via mobile devices has proven to be an effective means of enhancing guest satisfaction and streamlining hotel operations.
An exciting development in this regard has been the introduction of keyless hotel room access systems that can be enabled through mobile wallets. This feature has significantly increased mobile key adoption rates, reducing the time and cost associated with the loss of NFC cards. Additionally, swift and error-free check-in processes were demonstrated through the use of passport and ID scanners and credit card readers, resulting in remarkable reductions in check-in time and paper usage.
To help hotels stay up to date from the latest developments and create new revenue streams, cutting-edge tools have been introduced to facilitate effective communication with guests and seamless placement of codes for room service. These technological advancements signify a shift towards more efficient and personalized guest experiences and demonstrate the commitment of hotels to leveraging technology to improve customer satisfaction, streamline operations, and drive business efficiency.
Below are some companies that I had the chance to talk to:
Guestline's cloud-based platform empowers hoteliers to achieve their boldest ambitions by providing more revenue, direct bookings, guest time, insights, confidence, and satisfaction through flexible and cost-effective solutions.
STAY's Guest Experience OS offers access to all hotel services from guests' smartphones, streamlining staff operations and increasing guest consumption while reducing front desk lines.
7.????Upselling & Xselling
The travel industry is witnessing a paradigm shift in revenue generation and customer satisfaction as hotels adopt strategic merchandising techniques for hotel rooms. To realize these goals, hotels are leveraging an array of sophisticated tools and features. For instance, Total Revenue Management empowers hotels to track revenues and operational costs across all outlets, providing valuable insights into profitability and new revenue opportunities.
Personalized offers have proven to be a powerful tool for increasing revenue and enhancing guest satisfaction, while features such as high-quality content, interactive maps, and sales and marketing tools can significantly enhance customer experience and generate additional revenue. Furthermore, digital strategies, virtual reality, and cutting-edge technology can help hotels differentiate themselves from competitors and create memorable guest experiences.
In particular, dynamic pricing of function spaces has been instrumental in driving revenue per available square meter, while the Rate Buckets solution is effective in grouping rate plans with high distribution costs or deeply discounted promotional rates to focus on profitable channels, resulting in a significant increase in RevPar.
On-demand training for hotel staff can enhance service quality, upselling, and incremental ADR improvement, while tailored offers based on guest preferences can optimize time and resources while supporting human receptionists. Additionally, hotels are using live availability tools to sell experiences and gifts to local residents, increasing profits and fostering engagement with the community.
A new tool that enables guests to have more control over their stay experience by virtually unbundling room types is poised to transform how consumers prioritize price over room features and experience, further increasing profitability for hotels. These innovative merchandising strategies, coupled with ancillary sales and upselling techniques, are revolutionizing the travel industry and empowering hotels to drive sustainable revenue growth while delivering exceptional guest experiences.
Below are some companies that I had the chance to talk to:
SynXis Retail Studio boosts hotel revenue and guest satisfaction by providing personalized offers, with early users experiencing up to 14x revenue increase.
Hotel Concierge App offers guests a seamless booking experience, fast check-in/-out, and direct communication with staff. Features include a concierge app, hotel software, CRS features, and a marketing kit.
Maximise hotel revenue with their cloud software that optimises rooms and services throughout the guest journey. Boost your sales potential.
Blue Ribbon Bags tracks lost luggages for the first 96 hours and guarantees a minimum payout per bag if it's not found. Covers all flights and connections, and can be purchased up until the moment before takeoff.
In conclusion, it was an absolute pleasure to catch up with former colleagues and make new connections at this year's industry event. The advancements in technology and innovative solutions on display were truly impressive and left me feeling optimistic about the future of the industry. I eagerly look forward to next year's event. I wish every company the very best success for 2023 and beyond. For those interested in continuing the conversation on these two passions of mine, travel and tech, please do not hesitate to reach out to me. I would be delighted to discuss further and exchange ideas with like-minded individuals.
John Lee has over 10 years of experience in Online Marketing, Tech Product Management, Business Development & Account Management across various industries such as Telecom, Automotive, Travel & Tech. He holds a BSc in Business Administration and MSc in Marketing & Market Science. John has a strong entrepreneurial and team player mindset and has held global, regional, and country-level responsibilities mainly in B2B roles. His skills include storytelling, data analysis, market research, CRM management, email automation, performance marketing, and content creation.
Thanks for the mention John Lee! ?? We are launching very soon a new AI based feature that will revolutionise the hospitality industry so stay tuned! ????
Thanks for this really interesting article and this excellent summary. It was a really helpful read! ??