ITB Innovators 2025: New Technologies And Sustainable Solutions For Tomorrow’s Travel Industry

Tomorrow’s Travel Made Sustainable with ITB Innovators

The ITB Innovators platform, launched in 2023 and currently in its third iteration, showcases exhibitors’ innovations, new products, and services at the World’s Leading Travel Trade Show, scheduled for 4 to 6 March 2025 at the Berlin Exhibition Grounds. Leading up to the show, exhibitors had the chance to submit their innovations for free evaluation by the ITB Innovators team.

This year, submissions have increased significantly, from 11 in 2023 to 16 last year and 21 entries. This surge highlights the innovative prowess of an industry that continually crafts new solutions to adapt to evolving tourism needs. Innovations on display will include AI-driven hotel management systems, adaptable mobility solutions, and sustainable eco-projects. All submissions are from exhibitors at ITB Berlin, who will allow trade visitors to connect with these innovators in person at the event in March.

For the first time, ITB Berlin is offering an ITB guided tour of selected ITB Innovators. On Wednesday, March 5, from 11 a.m. to 12:30 p.m., under the heading ’Industry Innovations on the Rise,’ a tour will feature four to six exhibitors presenting their forward-looking solutions. Industry professionals can gain valuable insights into the latest trends and technological advances.

Entries from ITB Innovators for 2025

Hotel management: AI-based solutions for revenue management and optimising operations

BookLogic is transforming hotel revenue management with an AI-driven solution that functions as a virtual sales manager. Its Revenue Management System (RMS) analyzes guest behaviours, predicts booking trends, and dynamically adjusts room rates to maximize income. This system features an AI negotiation engine that personalizes offers based on guest preferences and automates pricing negotiations.

Brainy RMS is a customizable revenue management platform designed for the hospitality sector. Its key innovation is that it provides organizations with complete control over implementation strategies, allowing them to customize revenue management processes to address particular operational needs. This platform continuously automates price updates, monitors competitors in real-time, and offers AI-driven recommendations for pricing optimization.

Hotellistat introduces a forward-thinking solution for hotel management. ARIS is the first fully integrated AI platform utilizing over 1,000 data sources to support hotels, hostels, and apartments in their daily operations. The new Speak with ARIS feature elevates the system’s capabilities, enabling hoteliers to interact directly with ARIS and inquire about everything from fundamental analyses to intricate requests like segment reports.

Like Magic, which enhances hotel operations by automating 80 percent of administrative tasks and digitizing the guest experience, the platform consolidates essential activities—including bookings, guest profiles, communication, and housekeeping—into a user-friendly interface. The Guest Journey Monitoring feature identifies issues like missed check-ins in real-time and assigns relevant tasks to staff, elevating service quality and operational efficiency.

The new version of Turista from W&W Systemberatung GmbH sets a benchmark in the digitalization and automation of tourism management processes. Its innovative integration with turistaCloud gives companies real-time access to up-to-date data, including bookings, addresses, and customer logins. The software automates repetitive tasks, enhances efficiency through automation, and generates tailored solutions that meet specific user requirements.

Innovative technologies ensure guests are well cared for

Duve’s Guest Experience Suite transforms how guests interact, enhances satisfaction, optimises operations, and boosts revenue. This cutting-edge platform facilitates digital check-ins, while tailored apps serve as a digital concierge for guests, and AI-driven messaging provides personalized service.

Runnr.ai enhances guest engagement through an AI-powered virtual assistant that delivers proactive support via WhatsApp throughout the guest’s journey—from booking to checkout. This system automates common inquiries, drives revenue with targeted upselling, and lightens the workload for hotel staff.

aicall.io is transforming hotel communications with its AI-based phone support system, which manages incoming calls efficiently, reliably, and in multiple languages 24/7. Utilizing advanced artificial intelligence, aicall.io ensures no call is overlooked, even during staff shortages or outside regular business hours. This service aids in room reservations and bookings and optimizes efficiency and user-friendliness for hotel guests.

The Nonius Digital Dining solution elevates the hotel dining experience by merging advanced technology with a guest-centric approach. Its seamless integration with property management systems (PMS) and point-of-sale (POS) systems allows guests to easily access menus, place orders, and track their statuses live from their smartphones.

Sustainable initiatives and solutions for the industry

The Cause We Care platform at My Climate is an easy-to-use and effective tool for promoting climate action and sustainability in the tourism and event industries. Registered partners from these sectors can measure their carbon footprint, generate additional funds for sustainability initiatives, and actively engage guests and employees in striving for net zero. When purchasing tourism services, event tickets, or products, customers can voluntarily donate to climate efforts, which the partner will fully match. The collected funds are allocated to a designated fund of the respective company.

The Albanian Agritourism Association is introducing a new digital project to promote agritourism in Albania, the official host country of ITB Berlin 2025: its updated agritourism app and website. Developed in collaboration with the Ministry of Agriculture and Rural Development (MARD), this project is a groundbreaking tool for advancing agritourism in Albania and addressing its social, economic, and technological challenges. It also aims to provide authentic agricultural experiences for travellers across the country.

The Trans Dinarica is the first cycling route to connect eight Western Balkan countries – Slovenia, Croatia, Bosnia and Herzegovina, Montenegro, Albania, Kosovo, North Macedonia, and Serbia. Spanning 5,000 km and consisting of 95 stages, the route traverses spectacular national parks and showcases the natural beauty of southeastern Europe, from rivers and lakes to valleys and nature reserves. The aim is to promote sustainable tourism and forge stronger links between communities. This route blends cultural and natural attractions with adventure and offers cyclists a unique chance to explore the region in an eco-friendly manner.

Jean & Len provides hotels with a sustainable solution through its innovative Refill System, which reduces plastic waste and enhances guest comfort. The care products comprise over 90 percent natural ingredients, contain no harmful substances, and are produced under fair conditions within the EU.

MOBY BIKES introduces STRIM, an innovative shared mobility solution featuring a universal parking and charging system for e-bikes and e-scooters with a convenient “tap and ride” function. Tourists can rent bikes seamlessly without registering for an app—they use a credit card or digital wallet. STRIM’s charging infrastructure is economical, as it utilizes existing bike racks, supporting sustainable urban transportation.

Intelligent solutions ensure a competitive edge

With Hotel Benchmark, 80 DAYS delivers an innovative benchmarking service for hoteliers. This service compares their digital marketing and website performance against competitors’. By incorporating Google Analytics 4 (GA4), this tool offers crucial insights for refining strategic decisions and enhancing online visibility.

Cyberlogic introduces xCoRe, an innovative platform that revolutionizes hotel contract management for tour operators and OTAs. This platform simplifies contracts and reservations, enabling companies to maintain their competitive edge in a dynamic market environment.

Seamless payments and innovative eSIM solutions

BridgerPay is presenting a pioneering solution that makes payment processes in the travel industry more efficient and future-proof. The Omnichannel orchestration platform streamlines payment processes across all channels – from online bookings to POS transactions. Travel providers such as PMS, OTAs, hotel chains and airlines benefit from secure, seamless payment processing that increases customer satisfaction, reduces costs, and is scalable globally.

With the introduction of the Reseller Admin Panel, eROAMING offers a user-friendly platform designed to assist distributors, retailers, and partner companies in managing eSIMs more effectively. This platform enhances efficiency, boosts sales, and ensures smooth management of eSIM services for business partners.

World Mobile Limited is redefining mobile connectivity through its Unlimited eSIM, the first eSIM globally offering unlimited data across 120 countries. This innovation addresses the challenges faced in the international roaming market.

Intelligent key management

Sharebox is transforming the car rental industry with innovative, secure and user-friendly key management solutions. With modern self-service kiosks and seamless API integration, Sharebox enables car rental companies to maximise customer convenience, streamline operations and improve the customer experience.

Efficient creation of travel offers

Lato leverages automation to streamline the development and showcasing of travel offers. Travel agents submit a document-based offer, and the AI generates a tailored, visually attractive travel app. It automatically chooses appropriate images for accommodations, excursions, and destinations, significantly cutting down processing time.