ITB Berlin: Top travel trends in 2024 (and beyond)

My highlights from world's largest travel fair that just ended.

It was great to be back at the ITB in Berlin this year. 

The ITB is the largest travel fair in the world hosting around 10,000 exhibitors from 180 countries -from tourism boards to technology providers, from airlines to tour operators, industry leaders and experts.

In the past I had attended the ITB a few times already, both as an exhibitor and as a visitor. 

In this article I am sharing my impressions and some key takeaways from this year’s edition.

#1 - The travel industry looks in good shape

According to a report by Skift, travel surpassed pre-covid levels in 2023 and will keep growing in 2024. The long-term outlook looks positive, too: One study presented at the ITB predicted that the number of trips worldwide will grow to 2,400 Mln by 2040, +936 Mln vs. 2019.

This positive sentiment in the industry was evident while I was walking around the ITB. In fact, many stands looked really impressive and bustling with people. Having been on the exhibitor side myself, I am conscious about how much work (and resources) go into the preparation of these stands.

#2 - AI is everywhere

Across all keynotes and presentations I’ve listened to, AI and Generative AI were probably the topics mentioned more frequently.
Some keynotes highlighted opportunities like AI trip planning, raised questions about the actual ROI of generative AI, and flagged future challenges coming from stricter regulations in some countries.

#3 - Sustainability is still big

The topic of sustainability in travel & hospitality has been around for quite some time, yet it remains relevant and has a big potential for growth.

In fact, most travellers seem to be mindful about sustainable tourism, yet most of us don’t “walk the talk” when it comes to practical actions (e.g. choosing transportation methods or accommodation based on environmental impact). This is the so-called sustainability dissonance.

#4 - Data-driven personalization on the rise

In the areas of marketing and travel, data-driven personalization is becoming a strong differentiating factor on a quest to elevate guest & traveller experiences. Upcoming changes like Google Chrome blocking third-party cookies and new regulations will require companies to adapt in this area.

#5 - Online penetration keeps growing

As a consequence of Covid-19's impact, the online penetration (the quota of bookings made via digital channels vs. traditional channels) keeps growing.
According to Phocuswright research presented in one keynote, online bookings will make around 60% of total travel bookings in 2024 (up from 2023).

#6 - Social Media and TikTok inspire people to travel

Social media remains the number one source for travel inspiration for Millennials and GenZ. Within this space, TikTok is gaining momentum.

One of the keynotes highlighted some travel trends on TikTok (like “travel dupes” and #foodtok) and suggested what travel brands should do to be more relatable on this channel -for example being more authentic and educational.

ITB 2024 - Final thoughts

Seeing so many people from all over the world attending the ITB was also a positive signal that in-person events and business travel are back (although overall on a different scale than before Covid).

What keeps impressing me each time I visit the ITB is the size of the exhibition grounds: Believe it or not, one day is barely enough to see all stands and also attend some keynotes!

This size reflects the scale of the travel industry worldwide which some experts estimate was worth around 2Trn USD in 2023.

All in all, this edition of the ITB was another great opportunity to catch up with the latest trends and get the pulse of travel. There’s so much going on in the industry and so many things to come.

Looking forward to ITB 2025!

What do you think of these travel trends? How do you think they will impact you as a traveller, marketer or creator? Leave your comments below:

Do you have questions about one of these topics or other trends in the industry? Reply to this email or send me a message:

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About me:

As an experienced marketer at some of world’s leading Airline and Hospitality companies I’ve driven brand partnerships and collaborations at scale.

In the meantime I kept travelling the world, from hiking the Andes to flying Business Class and staying at hundreds of accommodations, from camping to luxury resorts.

In my blog Beating Jetlag I share my most epic travel experiences, insider tips and behind-the-scenes content for smart adventurers, as well as travel marketing advice.

You can contact me on: beating.jetlag@gmail.com