Genevieve Horchler

🏖️ ITB Berlin, the world's largest travel trade show, took place from March 4-6, 2025, attracting over 100,000 attendees and featuring more than 400 speakers across 17 tracks. Travel spending is projected to hit 5.5 trillion USD in 2025, with a 6% industry growth expected. Online bookings are set to rise from 64% to 68% of the global travel market by 2027. AI was a predominant theme, with practical applications for the hotel industry being a focus. Google remains a key player in search despite AI advancements. ITB 2025 saw a record 5800 exhibitors, and hoteliers discussed strategies for improving direct bookings and personalization in marketing to compete with OTAs' $17.8 billion combined marketing spend in 2024.