00:00:18: Welcome to this special edition of the ITB Berlin travel hero podcast.

00:00:22: I'm your host, Charlotte Lamb-Davies and we are right in the middle of ITB berlin And about to kick off day two.

00:00:29: i'm joined by The wonderful Leah Jordan my fellow board of expert member here at ICB Berlin.

00:00:35: She is responsible for hosting a significant amount of tracks At the convention.

00:00:40: welcome leah.

00:00:41: did you have a busy first?

00:00:42: Day

00:00:43: hi welcome charlotte.

00:00:44: well i'm living My best life ITB, my favorite time of the year.

00:00:49: The atmosphere is amazing!

00:00:50: The vibe is buzzing and you know how it is.

00:00:54: You arrive at the fairgrounds And there are just too many choices.

00:00:58: So I'm glad they tied me to stages.

00:01:00: so that's why i am forced to do these choices.

00:01:02: But yeah let us get into this second day.

00:01:05: Yeah, me too.

00:01:06: I thought it might be a good idea if you could just remind us a little bit about the main themes and goals of ITB Berlin this year?

00:01:14: Absolutely!

00:01:14: And I mean, ITB at Berlin Convention in twenty-sixth, right?

00:01:17: It marks the sixtieth birthday of ITP which is legendary.

00:01:21: i'd say...I mean sixty years consider that....and then leading tourism into balance That's the overarching theme this year..i find This Is A Perfect Theme because Balance is About Something Very Real Right That We Need In Our Industry.

00:01:33: How Do we Grow As An Industry?

00:01:34: especially while also responding into climate pressure over tourism, shifting demand and technology disruption.

00:01:40: I mean then AI coming in to the game increasing uncertainty.

00:01:44: so get ready today again.

00:01:46: convention with four stages seventeen tracks two hundred plus sessions This is really like a place where global leaders come together to discuss exactly that.

00:01:56: what happens now?

00:01:57: industry for my eye and distribution.

00:01:59: two destinations sustainability hospitality tourism activities business travel i mean.

00:02:04: I'm out of breath because it's too many topics to cover in one podcast episode but personally, Really value about the IT people in convention is that it stays quite grounded, right?

00:02:13: So its case driven at a state of ribbon.

00:02:15: It's highly practical if you want to be.

00:02:18: it brings together a breath of perspectives that few platforms can match actually globally If you consider the amount of sectors represented the company sizes markets and cultural contacts.

00:02:28: so there is something in it for really everyone.

00:02:30: so my tip For sure, if you haven't done it yet get the ITB app explore to speak a lineup save your sessions and create Your absolute personal agenda that matches best.

00:02:40: You're interested in needs because otherwise It's just overwhelming yes

00:02:44: And you need to be organized To get the most out of this show for sure?

00:02:47: There is nothing as you say That we love more than A good case study.

00:02:52: actually where The industry Is leading the way on the company is Leading us In the right direction.

00:02:57: now you touched On AI so why don't you talk Us through how AI, shall we say is shaping the discussions here at this year's convention?

00:03:05: Well honestly you know AI is basically everywhere.

00:03:08: I trust they can say that because we've seen all the call for paper submissions We see in the final program and there's hardly a single session.

00:03:14: That doesn't touch it in some way right?

00:03:16: It's the core theme across the e-travel track for sure At the red stage.

00:03:20: And uh The driving focus on the ITB ai track as the name conveys obviously But it also runs through almost every other part of the programme activities track.

00:03:30: today, I mean AI is omnipresent.

00:03:33: And just to highlight a few sessions on the orange stage today at the ITB Marketing Distribution Track, we're taking a closer look at how AI is reshaping discovery booking distribution and power structures in travel.

00:03:43: So Skift's Sarah Coppett.

00:03:45: she comes and sets this strategic toll with her opening keynote.

00:03:48: Then we hear from Google an agentic search into future of travel marketing followed by your C-level panel with Muse home to go and rate gain on how AI already shifting influence and power dynamics in our industry.

00:03:59: but it's not the only session.

00:04:00: there are so many more to cover right?

00:04:01: In into content and creators impacted by AI.

00:04:06: You have YouTube, TikTok and Deutsche Bahn with the best practice and TUI And there will also be a bit of beatboxing.

00:04:13: So if you want to yeah If you wanna switch it up make sure to join us.

00:04:16: There is gonna Be very interesting!

00:04:18: Even if we look at The newcomers in the travel tech startup session It's fair To say that each Of the startups pitching they all Have A strong AI note as well.

00:04:27: obviously Yeah.

00:04:29: so take the program.

00:04:31: mark your favorite sessions, I can only repeat myself.

00:04:33: That's the best way to do

00:04:34: it.".

00:04:35: It is definitely

00:04:36: as you say in every single conversation and let's go back and talk about sort of the practical side of what ITB provides for our attendees.

00:04:45: are there some formats or stages that you just want to highlight here real briefly?

00:04:49: Yes, absolutely.

00:04:50: I mean all the stages like red blue green even orange one.

00:04:54: is this format that really offer practical insights?

00:04:57: there's masterclasses use cases right?

00:04:59: There are fireside chats where you get a bit of backdoor information but something to highlight separate from the traditional convention program.

00:05:11: There is the ITB transition labs, they're new this year.

00:05:14: it's hands-on sessions where you actively work with KPIs for the tourism industry and AI support analysis.

00:05:19: You need separate tickets but still probably extremely valuable if you are into understanding that better And were to steer your future attention in your business?

00:05:28: Then we have deep dives and tech time sessions With compact focus on solution oriented sessions.

00:05:32: But again Really check the formats.

00:05:35: They are marked in the program, so I would recommend if you're really into practical information strive for master classes or use cases best practices and fireside chats.

00:05:45: again ITB app.

00:05:47: that's a place where you can save your sessions connect also with peers follow their speakers make sure to connect as well because most of them.

00:05:54: I'd be delighted if you contact them afterwards and follow up, right?

00:05:58: And get more insights.

00:06:00: What we know of course is that our speakers actually stay at the convention either before or after they have come off stage.

00:06:06: That's another really key point to sort-of point out Now Liam!

00:06:10: We've got a busy day ahead but before we wrap it up just a few things that are, again maybe new additionally to ITB.

00:06:20: That you have not mentioned already this year?

00:06:22: Yes I mean knew it so much actually!

00:06:24: So every time i check there is things I haven't seen before...I'm not exactly sure its totally new because such a huge enterprise, right?

00:06:31: The ITB built in with the convention.

00:06:33: But something just for us at the convention I think is important to highlight one thing that's new and i think it's fantastic...the Convention is fully live-streamed across all four stages.

00:06:41: so whoever can join?

00:06:43: as because you are on different country..because maybe your locked into home office.

00:06:47: who knows what reason this joiners an ITV dot com.

00:06:49: You don't need a ticket.

00:06:50: So there no reason not joined our sessions.

00:06:53: And then second if you're onsite or you can join the session Or you are paralyzed choices for the same time.

00:07:00: We've got you, there will be YouTube videos after the ITB on the ITP YouTube channel where we can revisit all these sessions.

00:07:06: and then well I say it again am repeating myself get the app save your favorite sessions.

00:07:13: use ITP navigator to connect with your peers in.

00:07:16: also the speakers.

00:07:17: check out the ITT Traveler Tourism Report you find at ITP dot com.

00:07:20: i can really highlight that one And consider joining a transition lab.

00:07:26: You don't want to miss Charlotte or I, our wonderful colleagues today on the track.

00:07:30: So make sure to say hi to us.

00:07:31: we can wait and see you!

00:07:32: That's

00:07:33: it.

00:07:33: day two is about to kick off Lea.

00:07:35: thank you so much for the insight.

00:07:37: i best let both of us go because as you said we are busy moderating from this morning.

00:07:44: thanks for joining us Lea.

00:07:45: Thankyou so much Charlotte Exactly!

00:07:48: And to our listeners, of course enjoy day two and day three tomorrow here at ITB Berlin.

00:07:54: Thanks for tuning in this morning.