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Travel technology at ITB Berlin 2026: AI and global innovation reshape the industry
From 3 to 5 March 2026, ITB Berlin will bring together global tech companies, start-ups and industry pioneers to showcase how artificial intelligence, agentic commerce and data-driven ecosystems are fundamentally changing travel. Across the exhibition halls and on the eTravel Stage, innovations spanning payments, hospitality, distribution and customer engagement will take centre stage.
Travel Tech halls fully booked and internationally positioned
The focus is on the fully occupied Travel Tech Halls 5.1, 6.1, 7.1c, 8.1, 9 and 10.1, complemented by a dedicated programme within the ITB Berlin Convention. The aim is to provide orientation in a rapidly evolving market, make innovation tangible and address the technological challenges facing the travel industry.
Major international players such as Travelsoft and Amadeus return to Hall 5.1, while GIATA marks its 30th anniversary, highlighting three decades of tourism technology expertise. The Start-up Area organised by the German association Verband Internet Reisevertrieb (VIR) presents a strong network of domestic travel tech start-ups, bringing new momentum and fresh ideas to the sector.
Hotel technology solutions are prominently represented in Halls 7.1c, 8.1 and 10.1, with additional focus in Hall 9, where Planet expands its presence and Access Workspace relocates to a new stand. Housekeeping technologies also gain visibility in Hall 7.1c, reflecting growing demand for digital tools that streamline hotel operations.
Payments, distribution and global perspectives
The payment sector is once again concentrated in Hall 10.1. Alongside established providers such as VISA and Stripe, new entrants including Revolut present innovative financial and payment solutions tailored to the travel industry.
National and joint stands illustrate the international breadth of the Travel Tech segment. Spain Travel Tech by ICEX brings together Spanish technology providers, while companies such as Travelport, Sabre and Phocuswright highlight their global expertise in distribution, data and market intelligence. Travelport focuses on intelligent connectivity between airlines, hotels, car rental companies and travel agencies. Sabre positions itself as a global technology company with solutions ranging from GDS and retailing platforms to AI-powered tools for pricing and operational optimisation. Phocuswright continues its close partnership with ITB Berlin, contributing in-depth research and insights into global travel markets.
Exhibitors such as Vernost Marketing, Airalo/Airgsm and Babylon Booking further reflect the thematic diversity of the Travel Tech halls, covering loyalty solutions, eSIM technology and digital booking platforms.
Networking and curated tech insights
Beyond the exhibition stands, ITB Berlin places strong emphasis on dialogue and exchange. Dedicated Networking Areas such as the ITB eTravel Lounge powered by Travelport in Hall 6.1 and the ITB Travel Tech Café powered by GIATA in Hall 5.1 offer space for meetings and informal discussions.
Guided ITB tours provide curated insights into key trends and innovations. Among them, tours focusing on Hotel Tech Ecosystems and AI Industry Innovations highlight selected exhibitors and practical applications of emerging technologies.
At ITB Innovators 2026, companies present solutions shaping future industry trends, including myclimate’s Cause We Care initiative, Apaleo’s open property management platform, DerbySoft’s AI-powered voice agent, The Trip Boutique’s AI Brain and Qualiday’s AI-based live translation. Start-up Valley acts as a media partner for the Travel Tech segment.
“Travel technology at ITB Berlin is stronger than ever. The high booking numbers reflect the enormous demand and pace of innovation in this segment. Technology is no longer a niche topic, but an integral part of the entire customer journey,” says Sabine Bierlein, Product Manager at ITB Berlin.
eTravel Stage: new Travel Tech Track and AI focus
In 2026, the eTravel Stage in Hall 6.1 remains the central hub for future technology topics. A key addition is the new Travel Tech Track, which connects classic travel distribution systems with modern technologies. The track demonstrates how travel technology is evolving into data-driven, autonomous and identity-based ecosystems, with practical examples involving AI, self-sovereign identities and blockchain solutions.
The AI Track, sponsored by Travolution (Eventiz from Travelsoft), explores artificial intelligence as emerging infrastructure for tourism. Topics range from agentic marketing and dynamic distribution to autonomous decision-making, highlighting AI’s impact across the entire value chain and its role in enabling sustainable tourism models.
Stage programme highlights
The eTravel Stage opens on Tuesday, 3 March 2026, with the Executive Forecast 2026: What Really Matters in Travel Tech Now. Chinmai Sharma, SVP & Global Head – Lodging, Ground and Sea at Sabre Corporation, will outline the technologies and developments currently shaping the industry.
Later that day, the Hospitality Tech Track focuses on future hotel operations. In the opening panel, Pedro Colaco, CEO and co-founder of Guestcentric, and Dan Ogen, Chief Digital and Marketing Officer at Leonardo Hotels Central Europe, discuss how technology will transform guest experience and operational processes.
On Wednesday, 4 March 2026, attention turns to Tours & Activities. In the session Purpose and Profit: Scaling Community Tourism in a Tech-Driven World, Bruce Poon Tip, founder of G Adventures, explores how technology can support community-based tourism while preserving local values. The afternoon AI Track features Wendy Olson Killion, CEO of Rome2Rio, who explains how AI-driven insights can help destinations better manage visitor flows.
The programme concludes on Thursday, 5 March 2026, with broader tech perspectives. A Google Masterclass titled How to drive discovery in the era of AI examines visibility and booking impulses in AI-driven search environments, before the new Travel Tech Track brings the eTravel Stage programme to a close.
All sessions will be livestreamed via the ITB Navigator and made available afterwards on the ITB Berlin YouTube channel.
Image Credit: © ITB Berlin
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