ITB Berlin NOW Convention 2021 - The Leading Travel Industry Think Tank

Rethink, Regenerate, Restart - Tourism for a Better Normal

ITB Berlin NOW Program Highlights for a Hospitality Audience

4 days, 200+ sessions, interviews, and keynotes, 350+ speakers - that's what the ITB Berlin NOW Convention offers. We've selected the program's parts we find interesting from a hospitality and hotel professional's viewpoint to help you make your choices.

ITB Berlin Future Track (Tuesday) l ITB Marketing & Distribution Track (Wednesday) l eTravel Data Talks (Thursday) l eTravel Hospitality Forum (Friday) l ITB Berlin NOW Virtual Hospitality Café, powered by Infor (all days)

ITB Berlin Future Track l Tue, 9th Mar

1 pm - 1:15 pm l ITB CEO Interview: Mark S. Hoplamazian, President & CEO at Hyatt Hotels Corporation, interviewed by Lea Jordan, Co-Founder at

1:20 pm - 1:40 pm l Executive Interview: Patrick Mendes, Chief Commercial Officer at Accor Hotels

6 pm - 6:15 pm l CEO Interview: Steve Kaufer, CEO at TripAdvisor LLC

Looking beyond the crisis towards a new era of personalized travel

6:40 pm - 7 pm l ITB CEO Interview: Sean Menke, President & CEO at Sabre Corporation, interviewed by Lea Jordan, Co-Founder at

In this conversation, Sabre CEO Sean Menke will explore how he’s set up Sabre, a leading software and technology provider powering the global travel industry, for success beyond the COVID-19 pandemic. Weathering many crises over the years and decades, travel has always proved resilient and Sean is convinced that the industry has the opportunity to come out stronger on the other side. Technology will play a major role in facilitating recovery, ushering in a new era of personalized travel that will present more opportunities for businesses and a better experience for travelers

The future of the European hotel market, market consolidation, the role of digitization and learnings from Asia

1:40 pm - 1:55 pm l ITB CEO Interview: Marcus Bernhardt, Chief Executive Officer at Deutsche Hospitality, interviewed by Lea Jordan, Co-Founder at

How is the global hotel market consolidating, and what new synergies are emerging between the world regions? Marcus Bernhardt will talk about this and the example of Deutsche Hospitality. Technology adoption in the hospitality industry: what can we learn from Asia? How does COVID-19 change customer demands and consumer behavior?

ITB Marketing & Distribution Track l Wed, 10th Mar

Money Rules the World - Financial Investors and Tourism Trends l Interview, 11 am

Sascha Hausmann, Partner at HOWZAT ennea Group interviewed by Gerry Romanescu, Managing Director at G&B Travel and Hospitality Partners Switzerland. How is the pandemic and current crisis impacting financial flows? What tourism and travel trends are VCs and financial investors focusing on? What are the implications for travel and hospitality offers of the future?

Hospitality Thought Leaders l 3 Question, 9 Minutes

Hybrid Hospitality, Workcation & Extended Stay l 2:10 pm

Rafael Museri, CEO & Co-Founder at Selina speaks with Lea Jordan about why now, more than ever, is the time for hybrid hospitality concepts, what Selina is about, why Selina pivoted their product and commercial offer to meet new customer demands. Selina claims to have the ideal product to meet customers' post Covid-19 expectations - How come? Why is Selina growing and expanding despite the crisis?

The Future of Hospitality - Rethinking Real Estate & Space l 6:45 pm

David Turnbull, Founder at denizen-next generation neighborhoods

Why are the worlds of hospitality and commercial real estate colliding? From 'space as a service' to 'space with a service' - what is this shift about? Who are the long-term winners and how will Real Estate look like in 2030?

eTravel Data Talks l Thu, 11th Mar

From Human Touch to Human Tech - The Role of Data towards a frictionless Travel Experience l Panel, 12:50 pm

Panel with Anthony Hunt, Vice President Strategy at Shiji Group; James Adams, Chief Commercial Officer at Sixt; and Christian Warneck, Vice President Airline Solutions at Amadeus. Moderated by Dirk Rogl and Lea Jordan.

eTravel Hospitality Forum l Fri, 12th Mar

Reasons to be optimistic - Technology, Hospitality, and the way forward l Keynote, 4:10 pm

Stan van Roij, Vice President – Hospitality Solutions & Program Management at Infor

Stan van Roij puts the spot on 8 key areas that hospitality organizations need to address in order to stay resilient as we head further into the 2020s. Cloud, Mobility, touch-less technology and more.

How AI Chatbots supported hotels during the crisis l Best Practice Case, 4:25 pm

Olga Heuser, CEO & Co-Founder at DialogShift shows how to unlock the potential of Artificial Intelligence (AI) and conversational bots in hospitality, how to drive direct bookings and support personal service while freeing up employees from having to handle recurring requests and tasks.

Upselling and Digital Marketing: Automation Makes it Easy l Best Practice Case, 4:40 pm

Valyn Perini, Vice President Partnerships and Marketing at Nor1, an Oracle Company: Guest requests for upgrades are as old as the hotel industry itself but realizing that upgrade demand on a hotel's digital channels is an operational burden. Automation and intelligence are the solutions. Understand how to optimize digital real estate to present relevant and targeted offers to guests, generating loyalty and driving revenue without adding operational overhead.

The Power of Listening builds Trust l Keynote, 4:55 pm

Benjamin Jost, CEO and Co-Founder at TrustYou

The key to building trust lies in communication and feedback. We call it the “power of listening”, says Benjamin. First, in the booking phase, hoteliers can reassure travelers of their stringent cleanliness efforts by prominently displaying safety certifications and recent guest reviews. When the guest arrives on-site, real-time messaging and survey technology enables seamless conversations with the hotel, allowing them to solve issues quickly and earn their guests’ trust. Lastly, after the guest checks-out, hoteliers can assess the levels of cleanliness, sanitization, and COVID-19 measures based on guest feedback. In the end, this flow will build and nurture trusted relationships between hoteliers and their guests. Learn more about how to build trust in this session.

Rebuilding Trust in Hospitality l Panel, 5:15 pm

Panel with Benjamin Jost, CEO at TrustYou and Georg Ziegler, Director Brand, Content & Community at HolidayCheck, moderated by Lea Jordan.

Contactless tools and their impact on reliance in a post-Covid world l Best Practice Case, 5:40 pm

Byron Webster, Co-Founder & Executive Director at SABA Hospitality; Mikel Arriet, General Manager at Anya Resort Tagaytay; Martin B Jones, Chief Disruption Officer at MBJ Associates; and Take Picken, General Manager at the Shangri-La Singapore

Distribution 2.0 - Why deep connectivity will change distribution in the hospitality industry forever l Keynote, 6 pm

Ben Stephenson, Founder & CEO at Impala

Historically hotels have had to rely on an extremely fragmented distribution stack to sell their rooms through OTAs and TMCs. The multiple layers of Bedbanks, Channel Managers and GDS have created a world where no one knows who's selling what and how. Distribution 2.0 is now allowing hotels to build direct relationships with sellers at scale, ensuring that the right room is in front of the right guest at the right time, all with consistent static content and rate parity that doesn't need to be policed. 

In the coming years, without steep integration fees, Distribution 2.0 will also provide for a new generation of room sellers. These sellers are already building new booking experiences that allow guests to pick individual rooms, perform pre-check in, or see a view before they arrive, generating extra revenue for hotels and better end-to-end journeys for travellers.

Automation and Digitization: Revolutionising the guest journey in 2021 and beyond l Best Practice Case, 6:20 pm

Michael Kessler, CEO at ReviewPro

As travel recovers and guests start coming back, accommodation providers will be operating with leaner teams and a strong need for efficiency and agility. Automation, AI, chatbot and messaging solutions will be key to any organization's success. But these improvements are not a flash in the pan: setting the correct processes now will set you ahead of the game once recovery hits. In fact, Michael predicts that the digital revolution that we have seen in other areas of life will also be a game changer for hospitality.

Impulse & Interview, 6:40 pm l Digital Payments - Why payment processes are essential to a future-proof commercial hotel strategy

Jarno-Alexander Stuth, Vice President Key Accounts at Concardis, interviewed by Lea Jordan, Co-Founder at

ITB Berlin NOW Virtual Hospitality Café, powered by Infor and hosted by

For those who want to exchange ideas and knowledge with other users and exhibitors the place to meet is the themed virtual cafés at ITB Berlin NOW. 

André Baljeu, Founder at will host the Hospitality Café powered by Infor - Make sure to come by for a virtual coffee and great conversations about hotel technology.

ITB Berlin NOW l Facts & Figures at a glance

The Platform:

The platform will be open until 31 May 2021.
The Live Event, incl. the ITB Berlin NOW Convention takes place from 09th - 12th March 2021.

How to Attend?

As an Exhibitor, find all information about how to exhibit and all available exhibitor packages here.
As a Visitor - Get your ticket here.

Who is Attending ITB Berlin NOW?

Have a look here and see what companies and travel professionals are attending ITB Berlin NOW here.

About ITB Berlin NOW

ITB Berlin NOW will take place from Tuesday, 9 to Friday, 12 March for trade visitors only and as an entirely virtual event. ITB Berlin is the World’s Leading Travel Trade Show. As part of ITB Berlin NOW, the ITB Berlin NOW Convention, the largest travel industry event of its kind, will also take place as a virtual event. The World Tourism Cities Federation (WTCF) is the co-host, Mascontour Track is the sponsor of the ITB Future Track, Google and Lufthansa are track sponsors of the ITB Marketing & Distribution Track, the Federal Ministry for Economic Cooperation and Development (BMZ) is the ITB Sustainability Track partner, SIO AG is the track sponsor of the eTravel DATA TALKS and Studiosus is the session sponsor. For exhibitors, trade visitors and the media, participation in the ITB Berlin NOW Convention is included in the price of a ticket.

For additional information visit and from the ITB Social Media Newsroom.