“Mastering Transformation” for Tour Operator, Travel Sales, Carrier and Cruise – Impressions of the ITB Convention 2023

Top-class stage guests, exciting industry insights, diverse perspectives and interesting discussions. On 7 March 2023 the time had finally come: the most important experts from the travel industry came together at the ITB Berlin Convention 2023 on the Blue Stage to discuss current topics in the industry. As a member of the Board of Experts, Dr Markus Heller, Managing Partner at Dr. Fried & Partner was responsible for the Tour Operator & Travel Sales and Carrier & Cruise tracks and opened up the day.

Expectations and forecasts from the customers’ perspective for the travel industry of tomorrow
In the first panel, moderated by Monica Jones, the panelists looked at changing customer needs and resulting trends for the industry from three different angles. Sabine Rogg (Trendbüro) gave an insight into the consumer trends end of ambition, always in doubt and embellished escapism in her keynote. Bryan Bachrad (Expedia) presented the most important industry trends from the Traveler Value Index 2023. According to the report, price and flexibility will remain important factors for travel decisions in the future and there will be a high demand for package tours. The business and long-haul travel segment is also making a comeback. The last keynote speaker, Dirk Glaeßer (UNWTO) addressed the topic of sustainability and showed which studies and initiatives shape the work of the UNWTO in order to contribute to the implementation of sustainable practices in the industry.

How technical innovations in aviation can shape the customer journey of tomorrow
The second session, in which participants discussed technical innovations in the aviation industry for the customer journey of the future, was also moderated by Monica Jones. The panel discussion was introduced by a keynote address from Jürgen Siebenrock (Lufthansa) who outlined how Lufthansa is shaping the customer journey of the future. In particular, he pointed out the need to find a balance between digitalization, automation and human interaction. In the roadmap, he said, it is important to first fix the basic processes in order to then develop first-class apps and programs and unlock the full potential. To promote innovation and technical progress, cross-industry collaboration with partners is particularly important, he said. The panel discussion that followed, with experts Annika Ledeboer (Ryanair), Marco Ciomperlik (TUI), Peter Glade (SunExpress) and Marc Thibeault (Navitaire Digital) looked at the different business models of the companies involved, as well as technical innovations to improve the customer journey and create a “wow effect” for travelers.

Airlines at the crossroads between decarbonization and changes in booking and travel behavior
Dr. Markus Heller moderated the third panel in Aviation, which explored the challenges between decarbonization and changes in customer booking and travel behavior. The panel was introduced by a keynote address from Susanne Bouma (Neste). In her keynote, she presented Neste’s role as a producer of sustainable aviation (SAF) fuel since 2011 and emphasized that active action is required in the industry to enable more sustainable air travel. According to Bouma, possible solutions to decarbonization lie in the technological and operational areas, as well as in offsetting and the use of SAF. However, SAF is still in the early stages of use and currently accounts for less than 1% of aviation fuel production, but is expected to grow to 65% by 2050. The following panel discussion with experts Carl-Eric Schelleman (Air France-KLM), Björn Bender (Rail Europe), Jörn Messner (Lufthansa Industry Solutions) and Kevin Bubolz (Norwegian Cruise Line) addressed possible solutions for decarbonization on the part of the companies and for ensuring that customers have the opportunity to find and consciously choose more sustainable offers when booking travel options.

Luxury cruises in the context of crises and inflation
Dorothea Hohn (Global Communication Experts) moderated the fourth session of the congress day on the Blue Stage on the luxury cruise segment. In a panel-only discussion, the experts Michael Ungerer (Explora Journeys), Douglas Prothero (The Ritz-Carlton Yacht Collection), Andreas Nüssel (Silversea Cruises) and Markus Stumpe (Cruisewatch) spoke about market trends as well as customer profiles and booking behaviour in the luxury cruise segment. The panelists reported longer stays and shorter-term bookings by travellers in the luxury cruise industry. Many customers are also new to the luxury cruise segment. Douglas Prothero (The Ritz-Carlton Yacht Collection) pointed out that about 80% of his cruise customers have never taken a cruise or have done so many years ago.

Tour operators and travel distribution in the midst of transformation processes – from classic tour operator to high-reach distribution platform
The focus of the fifth panel, which was moderated by Dr. Markus Heller, were the latest developments and changes in booking and travel behaviour as well as innovative business logics. Laura Meyer (Hotelplan) introduced the discussion with a keynote speech. On the basis of nine transformation areas, she showed what tour operators have to do in order to participate in the current market, to develop further and to continue existing in the future. Possible starting points for transformation could lie in the area of a clear USP, the provision of security and trust, operational excellence as well as the integration of new business models, ensuring an excellent customer experience and the effective approach to innovation. In addition, the areas of local impact, nature positivity and people orientation are of importance for the transformation of tour operators. In the subsequent discussion with the experts Casper Urhammer (FTI), Traci Mercer (Sabre) and Erwan Corre (Worldia), questions about the keynote were taken up from the audience so that spectators could be actively involved.

This panel can be viewed at this link on the ITBxplore page with a valid trade show ticket.

Connected Trips vs. Package Travel – Market Requirements and Technical Possibilities
The last panel discussion, moderated by Dr. Markus Heller, brought together the experts Ralph Schiller (FTI), Stefan Baumert (TUI), Ömer Karaca (Schmetterling), Dr. Ute Dallmeier (Lufthansa City Center), Frank Oostdam (ECTAA) and the consumer protection advisor Felix Methmann (vzbv). The panelists discussed the development of connected trips and package tours in comparison to the individual travel market based on current market trends and changes in booking and travel behaviour. Keynote speaker Roland Gassner (Travel Data + Analytics) presented important facts from market research and divided the discussion into the three core topics of consumer behaviour, market trends and comparison of the organisational forms of package tours, individual travel and connected trips. The experts reported higher travel prices, a good booking situation and a catch-up effect among travellers. While package tours continue to be very important in the German market according to data from the TDA, according to Frank Oostdam (ECTAA), a decline in the market share of package tours to 9% is visible in the European market. However, connected trips are also becoming more and more important. Ömer Karaca (Schmetterling) predicted a “connected trips avalanche” for the market. It remains exciting to see how the relationship between the individual forms of organisation in the German market will develop in the future in the course of coming market and travel trends and how tour operators will adapt to the changing circumstances.

All in all, the inspiring keynotes and exciting panel discussions of the congress on the Blue Stage ensured a well-attended hall with numerous guests from all over the world. We look back on a successful congress day and are already looking forward to the ITB Berlin Convention 2024!