18Mar2009
ITB Berlin – No Signs of Recession
Last week I visited ITB in Berlin, the world’s biggest travel expo. Some other expos we’ve been to like Fitur in Madrid have been a bit slow as many companies had cancelled their participation just before the event due to the recession but ITB was very much alive and kicking. All the halls were full of companies and people.
Is travel in Europe a recession-proof industry?
Some said it was like previous years and some felt that there were a bit less visitors. I’m not sure which way it actually was but to me it at least looked pretty much like last year. It was good to see that the recession hadn’t hit ITB that hard.
It was impossible, as usual, to find a hotel room in Berlin with both decent quality and price, so I ended up traveling the startup way and living in a well located but otherwise terrible hotel. It was a big upgrade compared to last year though as then also the hotel location was terrible – the taxi driver taking me there was afraid for my safety when he dropped me off. The Casino restaurant at the expo grounds still offered bad food with even worse service but bratwurst was as good as ever. It’s good to know that some things never change, makes you feel safe when going to ITB. 
I had some very interesting meetings during the expo. Hopefully some of those end up as interesting partnerships later! I also spent a very interesting day at the PhoCusWright seminar. There were many very interesting topics covered like socially generated travel guides, semantic web and mobile applications to name a few, all of which naturally interest us at TripSay very much. The seminar content was good although I was missing the discussion on relevance of information – rather than having too much UGC or other content I’d like to see the relevant content for me. I don’t care if there’s a million reviews, photos or other content on a city, sight, activity, hotel or whatever. I just want the ones that I should care about based on what I like. Even the semantic web discussion was more about scanning the online discussions for your brand image rather than using semantic technology to actually help the consumer to find relevant information which to us is of course the more interesting application. Also even though mobile was talked about a lot still it was mostly about iPhone/Blackberry and business travelers. They are the heavy users, yes, but they don’t represent any true volume. We still haven’t seen any major breakthroughs in consumer mobile applications for travel and it might still be a long way to go before that happens. A lot needs to happen in terms of devices, roaming and other things before consumers will adopt mobile apps in any significant amount.
All in all it was great to see that people were still thinking about the future and innovative solutions. ITB is a must expo for anyone interested in seeing the latest and greatest developments in the industry.
Posted by juha
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