4 takeaways from ITB Berlin

After a 3 year hiatus, the world’s main journey returned. On March 7th-9th, 2023, about 90,000 attendees from close to the globe satisfied in Messe, Berlin, for ITB Berlin.

Revinate was there with our have stand in addition to co-exhibiting with Oracle Hospitality, as their licensed husband or wife. We had lively discussions about first-get together info, sustainability most effective practices, accelerating desire, and extra as we used time with our resort engineering associates.

Did you skip ITB Berlin? We have you included. Here are 4 crucial takeaways from the party.

What you will see in this article

The hotel technology natural environment is a lot more alive than at any time

ITB has always been the put to study more about unique technological innovation remedies inside the hospitality market. But in 2023, hoteliers took the phase to share their personal experience with technological know-how.

Classes ended up concentrated close to knowledge, personalization, and some stunning conversations all over the Metaverse. 1 particularly intriguing session was led by Amanda Du, Head of E-Commerce at Penta Accommodations, “Metaverse and NFTs: How do hotels enter the Internet3 era?” Through the session, Du shared the prospects that the Net3 place presents for resorts. (If you want to hear her best suggestions and the ABCD framework, pay attention to her discussion with Karen Stephens on our Hotel Minute podcast).

In addition to the eTravel phase, 4 distinctive halls were dedicated to hospitality know-how wherever hoteliers could come across key technological innovation platforms this kind of as MEWS, Triptease, and Guestline, and numerous startups. This 12 months at ITB, Worldwide contributors increased from 50% to 70% despite the celebration being shortened to just 3 days. 

The halls and eTravel phase were being packed with hoteliers eager to learn. Victoria Sweeney, Product sales and Internet marketing Director of Hotelchamp, mentioned she was happy to see hoteliers speak of experimenting and embracing new technological innovation.  

Lodge know-how platforms are listed here to continue to be and hoteliers have begun looking at the benefit in implementing these platforms.

Initial-celebration information is a top concentrate

We require to prioritize to start with-celebration knowledge as we prepare for the reality of a cookie-a lot less earth. Extra men and women are expected to vacation — boosting restoration prices and occupancy prices. 

Panelists like Henk Adriaans (Revinate’s Head of EMEA), and Zurab Pololikashvili (Secretary-Standard, United Nations Environment Tourism Group) defined that restoration is at an all time superior, and are expected to continue to be that way throughout the yr. What does this imply for hoteliers? How do they cope in an ecosystem where employees shortages and the increasing price of functions are a actuality?

The reply is by leveraging to start with-party details. Patrick Apostolo, Director of Radisson Lodge Team, shared how they digitized the whole guest journey. The team adopted know-how that features a seamless check out-in working experience for their attendees by collecting guest knowledge and validating it prior to check out-in. The facts is then stored, and reused for upcoming stays. 

This is only 1 of the quite a few illustrations of hoteliers flourishing by using 1st-bash knowledge. In time, all of the 1st-get together data collected can be utilized to ship related and customized provides to visitors.

Immediate bookings are on the rise

“Data is your magic formula weapon”, stated Charlie Osmond, the Co-Founder of Triptease in the course of his presentation, “Game above OTAs: New method for turning data into direct bookings”.

As we previously talked over, by gathering to start with-social gathering knowledge, hoteliers can retail store applicable guest data to make use of it in their gives. Even if reservations are manufactured as a result of OTAs, it’s important to encourage company to share their preferences, and ebook directly upcoming time.

Quite a few hoteliers even now rely on OTAs to secure reservations, but the good results of direct bookings should really not be missed. Thomas Landen, Main Advertising Officer of RoomPriceGenie, shared far more tales relating to the success of direct booking tactics. 

And here at Revinate, we have witnessed a lot of stories of successful direct booking methods, this kind of as IPP Accommodations, which produced an normal €11,000 in immediate earnings for every electronic mail campaign. Or, the iNUA Assortment, creating €5.6m in direct income, or €185k for every thirty day period.

What is the common denominator that connects these achievement tales? The response is leveraging very first-occasion details to deliver personalized and segmented internet marketing campaigns.

Sustainability is getting a priority

Employing sustainability practices in your resort is no lengthier an choice, your visitors count on it. It’s no surprise that accountable and sustainable tourism had been 1 of the most expected topics at ITB Berlin. In excess of 20 classes ended up centered around the topic. 

Hoteliers have focused webpages on their internet websites advocating sustainability, and launch social posts that emphasize their inexperienced initiatives, but the youthful technology expects much more. 

In the course of the panel discussion, “GenZ and the transformation of travel”, Etienne Matichard, the Director of Revenue at Ennismore, explained that Gen-Z really do not want to listen to hoteliers discuss about sustainability, they want to see hoteliers applying it in their day-to-working day functions.

It is wonderful to be clear about the pledge to be a lot more eco-friendly, but you want to steer clear of becoming disingenuous. As a substitute of various displays on your property involving sustainability, consider showcasing smaller steps that can be just as impactful in the course of your guest’s keep. For illustration, generate indications to persuade visitors to change off the lights or the taps in the bathroom, or to reuse their towels to conserve electrical power and drinking water.

Sustainability is now an integral section of lots of people’s lives. By applying little but considerate initiatives in your day-to-day operations, you can make your company not only appreciate their stay, but truly feel very good about their remain.

More robust than at any time

Despite economic issues, 2023 is expected to be the 12 months of comprehensive recovery. ITB Berlin was the epitome of the field bouncing again. Hoteliers are emerging powerful and ready to examine new approaches to deliver fantastic activities for their guests. We were satisfied to see lots of of the hospitality professionals in person once again and appear forward to looking at additional of you on the road this year!

If you are wanting for a lot more means to refresh your marketing strategy, go to our resource centre or check out our webinars.