Top-class stage guests, exciting industry insights, diverse perspectives and interesting discussions. On March 7, 2023, the time had finally come: the most important experts from the travel industry came together on the Blue Stage at the ITB Berlin Convention 2023 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 introduced 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 the resulting trends for the industry from three different perspectives. 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 this, price and flexibility will remain decisive factors in 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 final keynote speaker, Dirk Glaeßer (UNWTO), addressed the topic of sustainability and showed which studies and initiatives are shaping the work of the UNWTO to contribute to the implementation of sustainable practices in the industry.
How technical innovation in aviation can shape tomorrow’s customer journey
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 speech from Jürgen Siebenrock (Lufthansa), which showed 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, it is important to first fix the basic processes in order to then develop first-class apps and programs and tap into potential. To promote innovation and technical progress, cross-industry collaboration with partners is particularly important. The subsequent panel discussion with experts Annika Ledeboer (Ryanair), Marco Ciomperlik (TUI), Peter Glade (SunExpress) and Marc Thibeault (Navitaire Digital) looked at the various business models of the companies involved as well as technical innovations to improve the customer journey and create a “wow effect” for travellers.
Carriers at the crossroads between decarbonization and changes in booking and travel behavior
Dr. Markus Heller moderated the third panel in the area of aviation, which highlighted the challenges between decarbonization and changes in booking and travel behavior of customers. This was introduced by a keynote speech from Susanne Bouma (Neste). In it, she presented Neste’s role as a manufacturer of sustainable aviation fuel since 2011 and emphasized that active action is required in the industry to enable more sustainable air travel. Decarbonization solutions lie in the technological and operational areas as well as in offsetting and the use of sustainable aviation fuel. This 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 the 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 companies and for ensuring that customers have the opportunity to find more sustainable offers when booking travel and consciously opt for them.
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 discussion, 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 the profiles and booking behavior of customers in the luxury cruise segment. The panel participants reported on 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) made it clear that around 80% of his cruise customers had never been on a cruise or had 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 fifth panel, which was moderated by Dr. Markus Heller, focused on the latest developments and changes in booking and travel behavior as well as innovative business logics. Laura Meyer (Hotelplan) introduced the discussion with a keynote speech. She used nine areas of transformation to show what tour operators need to do to participate in the current market, develop further and continue to exist in the future. Possible starting points for transformation include a clear USP, the provision of security and trust, operational excellence, the integration of new business models, ensuring an excellent customer experience and an effective approach to innovation. In addition, the areas of local impact, nature positivity and people orientation are important for the transformation of event organizers. In the subsequent discussion with the experts Casper Urhammer (FTI), Traci Mercer (Sabre) and Erwan Corre (Worldia), questions about the keynote were taken up by the audience so that they could be actively involved.
Connected trips vs. package tours – market requirements and technical possibilities
The final panel discussion, again moderated by Dr. Markus Heller, brought together experts Ralph Schiller (FTI), Stefan Baumert (TUI), Ömer Karaca (Schmetterling), Dr. Ute Dallmeier (Lufthansa City Center), Frank Oostdam (ECTAA) and consumer advocate Felix Methmann (vzbv). The panelists discussed the development of connected trips and tour operator travel in comparison to the individual travel market based on current market trends and changes in booking and travel behavior. Keynote speaker Roland Gassner, Travel Data + Analytics, presented important facts from market research and divided the discussion into three core topics: consumer behaviour, market trends and a comparison of the organizational 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 TDA data, Frank Oostdam (ECTAA) reported a decline in the market share of package tours to 9% in the European market. However, connected trips are also becoming increasingly 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 organization in the German market will develop in the future in the course of upcoming market and travel trends and how tour operators will adapt to the changing circumstances.
Overall, the inspiring keynotes and exciting panel discussions at the congress on the Blue Stage ensured a well-attended hall with numerous guests from all over the world. We can look back on a successful convention day and are already looking forward to the ITB Berlin Convention 2024!