Travel technology will
take center stage at ITB Berlin 2026, highlighting how artificial intelligence (AI), agentic commerce and
global digital ecosystems are redefining the future of travel.
From March 3 to 5, the World’s Leading Travel Trade Show will bring together established
global players, startups and innovators across six fully booked Travel Tech
halls and the eTravel Stage, underlining ITB Berlin’s role as a key
international platform for travel technology.
The focus lies on
providing orientation in a rapidly evolving market. Across Halls 5.1, 6.1,
7.1c, 8.1, 9 and 10.1, exhibitors will showcase solutions spanning payments,
hospitality technology, distribution, data and AI-driven services. Closely
aligned with the exhibition, the ITB Berlin Convention program translates
innovation into strategic insight and practical guidance.
At the heart of the
program is the eTravel Stage in Hall 6.1.
New this year is the
Travel Tech Track, connecting traditional travel distribution systems with
modern technologies. It highlights the shift toward data-driven, autonomous and
identity-based ecosystems, with practical insights into how AI, self-sovereign
identities and blockchain are reshaping distribution, transport and digital
content through greater automation, interoperability and transparency along the
customer journey.
The program opens on
Tuesday, March 3, with a strategic outlook session, Executive Forecast 2026:
What Really Matters in Travel Tech Now. Chinmai Sharma, SVP and global head of
lodging, ground and sea at Sabre Corporation, sets the agenda by identifying
the technologies and developments that will define the industry in the years
ahead.
Hospitality technology
takes center stage in the Hospitality Tech Track. In the session, Check-in 2026
and Beyond—Technology Trends and Developments shaping Hospitality, Pedro
Colaco, CEO and co-founder of Guestcentric, and Dan Ogen, chief digital and marketing
officer at Leonardo Hotels Central Europe, discuss how digital solutions are
transforming hotel operations, guest experience and operational efficiency.
On Wednesday, March 4,
attention turns to tours and activities. In Purpose and Profit: Scaling
Community Tourism in a Tech-Driven World, Bruce Poon Tip, founder of G
Adventures, demonstrates how technology can support the scalable growth of
community-based tourism while maintaining a strong focus on sustainability and
local value creation.
The AI Track forms a
central pillar of the program, with a strong emphasis on agentic commerce.
Sessions explore how AI is becoming the underlying
infrastructure of the tourism industry, enabling dynamic distribution,
intelligent marketing and autonomous decision-making. In Balancing Destinations
Through AI-Driven Insights, Wendy Olson Killion, CEO of Rome2Rio, illustrates
how AI-driven data analysis can help destinations better manage visitor flows
and balance demand, infrastructure and quality of life.
On Thursday, March 5, the program broadens its perspective with cross-sector technology
topics. A dedicated masterclass examines how discovery, inspiration and booking
behavior are changing in an AI-driven search and content environment. The
afternoon concludes with the final sessions of the new Travel Tech Track,
bringing together key insights from across the program.
All sessions on the
eTravel Stage are livestreamed and available on demand, ensuring global access.
With its clearly structured tracks, high-profile speakers and strong practical
relevance, the travel technology program at ITB Berlin 2026 offers valuable
orientation for decision-makers navigating the future of travel.
ITB Berlin 2026
Learn more about the full convention program, taking place March 3-5 in Berlin.