ITB Berlin: Technology and people make travel go around

Juan Giron

Global Corporate Communication Manager, Amadeus

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Key topics for the travel industry were discussed during ITB Berlin, the world’s leading travel trade show. One of these topics was the role that technology partners play to support an evolving marketplace where travel providers face more and more demanding conditions and need to secure future success by a consistent digital transformation.

Lufthansa and Amadeus announced that they have agreed to renew their partnership an IT alliance based on trust that is now over 30 years old. Julia Sattel, President, Airlines, Amadeus comments on this milestone. 


Another subject present throughout the trade show was the future of the travel sector within a changing space that should include all players.  This ensures all sources of travel content reach travel sellers and the traveler in a seamless way. Anna Kofoed, Senior Vice President, Retail for Northern, Eastern, Central and Southern Europe, at Amadeus, explains why this is so important for the travel industry’s sustainable future and why Amadeus is committed to building a Live Travel Space. 


Stefan Betz, Head of Strategy, Commercials & Customer Engagements, NDC-X program, Amadeus, discussed IATA’s New Distribution Capability (NDC) and how its industry-wide implementation has the potential to change travel. 


What are the conditions women work in the travel industry? To identify best practices and address the way forward, Amadeus -in collaboration with UNWTO, UN Women, the German Development Agency (GIZ), and World Bank Group- are compiling the second edition of the Global Report on Women in Tourism. The first report was published back in 2010. Preliminary findings were released during ITB to mark International Women’s Day 2019. The full report will be published in October 2019. Charoula Gkioka, Amadeus’ Industry Affairs, explains some of these findings. 


Europe, Live Travel Space, NDC, Events