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ITB Berlin is always a whirlwind, and this year was no different. A couple of weeks later, the marketing team is finally catching its breath and coming together to reflect on the standout moments, best booths, most memorable swag, and key learnings from the event. If you’re here for product innovation insights, you might be in the wrong place. But if you're looking for a deep dive into ITB from a marketing perspective—what worked, what didn’t, and what left a lasting impression—this debrief is for you.
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ITB is a massive event, with every company vying for attention. This year, a few travel tech brands stood out with their creative and engaging booths.
Airbnb’s stand was a favorite among our team. It exuded a relaxed, welcoming vibe while also providing practical meeting spaces. Unlike some of the more extravagant booths, Airbnb’s setup was cozy and intimate, allowing for both casual conversations and private discussions. The balance of aesthetics and functionality made it a standout.
For those who appreciate good coffee (which, let’s be honest, is essential at an event like ITB), Adyen’s booth was a highlight. The barista station was a game-changer—friendly service and quality coffee kept attendees energized throughout the day. Swapping Swifty-style bracelets for excellent coffee? A fair trade in our books!
Cendyn’s booth in the Travel Tech Hall was another team favorite. With its clean layout and use of warm wood paneling, it felt both inviting and professional. It was a great example of how a well-designed space can make a lasting impression without relying on gimmicks.
Perhaps the most audacious design of the event belonged to Flexkeeping, whose stand revolved around a toilet theme. It was simple yet eye-catching, and more importantly, tied back to their brand in a clever way. In a sea of polished, high-tech displays, this fun and unexpected concept stood out and got people talking.
The best swag: What stood out? Swag is always a hot topic at trade shows, and this year, a few brands got it right.
For those who appreciate quality skincare, Stripe’s Aesop hand wash was a luxurious treat. Simple, useful, and elegant, this was a perfect example of swag that people actually want to use.
We have to give a shoutout to our own RMS-branded Swifty-style bracelets. They were a hit among attendees and proved to be a great conversation starter.
The Rubik’s Cube handed out at SiteMinder event was a fun and nostalgic throwback. Many of us spent the weekend trying (and failing) to solve it. It was a memorable piece of swag that kept people engaged beyond the event.
Perhaps the most practical giveaway, SiteMinder’s rehydration tablets were a lifesaver after long days of networking and late-night events. A great example of swag that truly meets attendees’ needs.
Networking doesn’t stop when the exhibition halls close. Some of the best connections are made at the many industry events and parties.
The RoomPriceGenie party was a favorite for its warm, welcoming vibe. The team always excels at creating memorable experiences, and this year was no different. It was a fantastic opportunity to catch up with partners and colleagues in a relaxed setting.
Cloudbeds took things to another level with their event. The venue was spectacular, with an incredible DJ lineup and a crowd that seemed to grow as the night went on. By 1:00 a.m., the space was packed, proving that it was one of the most popular parties of the week.
SiteMinder’s Event at Hotel Oderberger: let's talk about the swimming pool SiteMinder hosted their event at the stunning Hotel Oderberger, featuring a stage over a swimming pool. The venue was breathtaking, and the event was well-organized. We were impressed by the seamless blend of business and socializing, making it a highlight of ITB.
No event is perfect, and ITB is no exception. While the week was filled with fantastic moments, there were a few areas where improvements could be made.
Navigating ITB’s digital resources was challenging. The app and website need a major revamp, especially for those trying to plan their schedules and locate speakers. Adding features like reminders for favorited sessions would be a game-changer.
While the speaker sessions were informative, they often lacked interactive elements. More opportunities for audience Q&A would enrich the discussions and allow for deeper engagement with industry experts.
Messe Berlin is a massive venue, and finding your way around can be overwhelming. More signage, designated hosts in different halls, and better guidance within the ITB app could make navigation much easier for attendees.
Despite its challenges, ITB remains an unparalleled event for networking, learning, and industry collaboration. One of our biggest takeaways was the spirit of “coopetition”—cooperation among competitors. ITB is a place where competitors buy each other drinks, share insights, and focus on improving the industry as a whole.
Another major theme this year was sustainability—not just in terms of environmental impact, but also in ensuring that the hospitality industry remains a viable, attractive career option for the future. Discussions around workforce sustainability were more prominent than ever, signaling a shift toward a more holistic view of industry growth.
So, will we be back next year? Absolutely. We’ll return to ITB 2026 armed with new ideas, fresh swag, and a continued commitment to making meaningful industry connections. See you there!
By Sandrine Zechbauer
Chief Marketing Officer
