ITB 2026 – a few thoughts after three intense days.

Every year, ITB gives a pretty clear picture of where the travel industry currently stands. This year, one thing was particularly noticeable: the industry is right in the middle of a technological transformation.

Many conversations revolved around similar topics:

• ✈️ Data is becoming more strategic
• 📊 Sales is becoming more data-driven
• 🤖 AI needs to deliver (data quality?)
• ⚡ Speed and competitiveness are becoming more important

At the same time, the landscape is becoming more complex: systems, data sources, distribution channels, platforms, and an increasingly dynamic market.

And with that come more questions:

• How can data really be used effectively in sales?
• What role will AI concretely play in day-to-day operations?
• And how do you build structures that not only work today, but will still be effective in three or five years?

Technological topics — including in tourism — are naturally complex: data architectures, platforms, integrations, automation. But the real challenge is translating this complexity into practical solutions that companies can actually use.

What makes ITB special every year, however, is not only the trends — but above all the direct conversations. Our exchanges with customers, partners, friends, and colleagues show just how much movement there currently is in the industry.

Many thanks to everyone we had the chance to meet and talk to in Berlin — familiar faces, new contacts, and many inspiring discussions.

We are already looking forward to 2027!

Team ADEAL