There’s no better way to understand the zeitgeist of the travel industry than by tapping into the insights from ITB Berlin, the world’s leading travel show.
Since its inception in 1966, ITB has become a global hub for travel and hospitality insights. This year, over 100,000 industry professionals gathered for the event, which featured 5,800 exhibitors from 170 countries and 400 expert-led presentations on the state of travel and technology.
As the world’s leading revenue management software provider, IDeaS was proud to be there once again. Our team of revenue experts hosted insightful discussions with industry leaders and shared the latest innovations in revenue optimization. Building upon those conversations and observations from the event, we’ve identified some key shifts and trends that will be crucial for success in the coming years.
So for those who missed the event — or for those who just want to relive the fun— here are five major hospitality trends shaping the hotel industry in 2025.
1. 2025 Travel Outlook: Strong Demand, but Uncertainty Looms
The overall sentiment at ITB was largely optimistic. Global tourism saw a 13% increase in 2024, with outbound travel returning to 2019 levels, according to IPK International. So far, the trend has continued in 2025.
“Rising travel costs are not affecting people’s desire to travel, so demand for outbound trips remains high in 2025,” ITB reported. “The rise in business trips and high growth rates in Asia are a particularly welcome development.”
However, the growth trajectory could be impacted by economic uncertainty, global trade disputes, and geopolitical tensions. To navigate potential challenges, hotels will need to remain agile and strategic—and lean on the tools at their disposal.
2. Group Travel Is Back—and Stronger Than Ever
One of the biggest demand drivers? Meetings, incentives, conferences, and exhibitions (MICE). Following strong growth in 2024, this segment now accounts for nearly two-thirds of all business trips, according to ITB.
Face-to-face meetings are thriving. Companies are investing heavily in in-person events, reflecting renewed confidence in large gatherings.
As group travel and events continue to expand in 2025, hotels have even more reason to optimize all revenue streams—not just rooms. From boardrooms to ballrooms, more hotels are implementing function space revenue management to maximize profitability from the fast-growing meetings and events sector.
3. AI in Hospitality: From Hype to Real-World Impact
When it comes to hospitality tech trends, it’s likely no surprise AI once again dominated discussions at ITB this year. But while AI’s potential to enhance and transform guest service and decision-making is widely recognized, a key question at ITB was: How will AI improve hotel financial performance in the here and now?
During the panel Check In 2025: Tech Trends Shaping the Hotel Industry, IDeaS’ Chief Evangelist & Development Officer Klaus Kohlmayr challenged industry expectations.
“At IDeaS, we’ve been using ‘AI’ since our founding—it’s in our DNA,” he said. “But let’s be real: AI alone won’t help hotels make budget in 2025. What will? Having the right technology to connect all the data points, automate decisions, and convert the right guests as quickly as possible.”
While AI holds long-term promise, hoteliers shouldn’t let the possibilities of what could be allow them to lose sight of what’s available today to drive immediate ROI.
4. Hospitality Tech: A New Era of Collaboration
For years, the industry has talked about breaking down data silos and bridging the gaps between systems. Now, it’s actually happening.
“The hospitality industry is adopting cloud technology faster than ever. This push means that we [vendors] have to change the game in how critical tech connects and integrates. We can’t just talk about it anymore, we have to do it,” said Mike Chuma, IDeaS’ Vice President of Global Marketing. “Meaningful advances in connectivity across hotel software systems are now a reality and will drive innovation at a faster pace than ever, with IDeaS at the forefront of this innovation.”
A key driver of this shift? Collaboration among tech providers. At ITB, IDeaS unveiled its API developer portal, designed to:
- Enable a faster, more efficient integration process with partner systems
- Facilitate seamless connections between hotel technology systems
- Provide developer-centric support, tools and resources
This spirit of collaboration was also showcased at IDeaS’ ITB booth, where we hosted fireside chats with partners like AWS, STR, Sojern, Triptease, and The Hotels Network.
Additionally, we hosted another fantastic breakfast gathering of technology partners where we had an opportunity to collectively learn more about the state of sustainability in the industry with insights from the always-sharp folks at Revinate, Amadeus and MorningStar GX.
5. Smarter Tech, Smaller Hotels: No Property Left Behind
Once thought to be reserved for luxury brands and major chains, cutting-edge hotel technology is now more accessible and affordable than ever—benefiting campgrounds, boutique inns, vacation rentals, and independent properties of all types and sizes.
A prime example of how this shift is coming to fruition? The partnership between IDeaS and SiteMinder, highlighted during a special ITB event. SiteMinder’s new product, Dynamic Revenue Plus, incorporates dynamic pricing recommendations from IDeaS and is now available to a wider market than ever before.
We’re dedicated to bringing fit-for-purpose solutions to hospitality providers around the globe, and this collaboration is the latest example of how we’re helping hoteliers level the playing field with revenue boosting technologies.
Looking Ahead: Key Lessons from ITB Berlin 2025
This year’s ITB Berlin reinforced two key realities: the hospitality and travel industry is evolving at an unrelenting pace, and the value of face-to-face collaboration remains as strong as ever.
Key takeaways for hoteliers:
- Demand remains strong, but economic uncertainties require adaptability
- The MICE sector is booming, creating new opportunities in total revenue optimization
- AI has enormous potential, but practical, immediate solutions take priority
- Tech providers are embracing collaboration, making system integration easier
- Hotel technology is more accessible than ever, leveling the playing field
As we look ahead, one thing is clear: hoteliers who embrace data, automation, and seamless integrations will have a competitive edge in the evolving travel market.
Couldn’t make it to this year’s ITB? Let’s cross paths soon! Check out our upcoming events page to learn more about where you can find us.
