ITB Berlin, which came to an end on Sunday, was able to cement its position as the world’s largest travel trade show. From 4 to 8 March 2015 10,096 exhibitors from 186 countries, more than two-thirds of whom were from abroad, were represented in 26 display halls which were fully booked. Overall, some 115,000 trade visitors (2014: 114,000) travelled to Berlin.
The share of trade visitors from abroad increased to 43 per cent (2014: 40 per cent). These visitors also remained longer at ITB Berlin because they did good business, with the average duration of a stay rising to 2.4 days (2014: 2.1 days). According to estimates by Messe Berlin the volume of sales at the world’s leading travel trade show increased from around 6.5 billion euros in 2014 to 6.7 billion euros.
Despite international crises and the risk of political conflict around the world, as the 2015 holiday season begins the economic prospects for the global travel industry could not be better for the months to come. As ITB Berlin closes its doors the conclusion is as follows: boosted by falling energy prices, reduced interest rates, low inflation and positive economic forecasts for the eurozone and North America, the travel industry has high expectations as the 2015 travel season beckons. In Germany in particular consumers are keen to travel. Wage increases and a consistently stable employment market coupled with the falling cost of living have significantly increased spending. More than ever, this is why people are willing to spend their money on holidays. The luxury travel segment in particular stands to benefit.
Dr. Christian Göke, CEO of Messe Berlin: “More than ever ITB Berlin fulfils the function of the world’s leading think tank and a shop window for the travel industry. This is where the opportunities and risks are debated and the potential impact of the sharing economy on the international travel industry is analysed. Over the past few days ITB Berlin has provided further evidence of how important personal exchanges and meetings between people are for an industry that is increasingly dominated by the digital transition.“
Trends at ITB Berlin 2015 included the massive rise in the use of mobile devices to book trips, a phenomenon that has now become the norm. Improved software means that travel websites are becoming more attractive and easier to use. Hotels are also witnessing the impact of digital trends. Smartphone functions are increasingly taking over from room keys. Travel apps are developing rapidly and becoming evermore widespread with the use of latest-generation smartphones. At the eTravel World numerous experts debated the latest developments in digital marketing, social media and mobile travel services. The 40 per cent increase in papers and discussions held on the eTravel Stage and at the eTravel Lab showed how important these topics have become for the travel industry.
