Dynamic developments in the Travel Technology Section at ITB Berlin 2009

In times of economic crisis playful innovations are likely to be the main victims. The focus is shifting in travel technology too. In the short term experts anticipate attention being directed towards applications that will help reduce costs and increase revenues. Improving sales efficiency and streamlining back offices will be more important than visionary solutions for mobile applications, social networks or a semantic web.

Thus Travel Technology at ITB Berlin 2009 occupies an interesting role in a contradictory environment, determined by economic recession and market consolidation as well as consistently dynamic growth in e-business and travel technology.

As a result there are highly dynamic developments going on in this section at the global travel industry’s leading trade show. Overall the organizers have registered substantial growth. Many small and innovative technology companies are taking part.

Out of approximately 130 exhibitors in the Travel Technology section one-sixth will be at ITB Berlin for the first time. Among them the number of international exhibitors is increasing, with Sweden , Australia and Turkey also participating in this section.

Furthermore, the transparency of prices and services offered on the web as well as the integration of mobile services and the increasing relevance of personal recommendations will give both online and offline travel technology, travel agencies and service providers a boost.