ITB Guide For Industry and Travel Influencers

ITB Guide For Industry and Travel Influencers

Welcome to Berlin! Welcome to ITB!

ITB is the biggest and also one of the most important travel trade fairs in the world. And no, it's not just for the German market, it's international!

First timers will find it simply massive and overwhelming! Others who have been before will find it huge and stressful, especially if you are not organized!

For us, ITB is a Must-Go!    8 - 12 March 2017!

The world is represented in 26 halls and many halls provide 3 to 4 levels! There are even 3, 4 different bus lines, bringing people from hall to hall on different routes!

It's easy to get lost. I've used the ITB app to find my way along successfully. But you should try to be more organized, especially if you want to meet people. Before making any appointments, take a look on the map and see in which hall which country is located. Keep in mind that it can take up to 30 minutes to reach your next appointment! So leave time between appointments and do not make too many per day. Or be smart of how you set up the next appointment and try to have the next appointment close to the hall of your first one.

Tip: Take a shortcut through the park to get to your next meeting. The park lies in the center of the exhibition and by using it, you don't have to push through crowds. It's also easier to find your way along, as each hall got huge signs on their walls.

ITB is not just a must for the industry, but should as well be for professional travel bloggers!

It's the sixth year now, that there is a special focus on this new and uprising industry. ITB provides many very interesting presentations, workshops and discussions. You will find most of them in the eTravel World (hall 6.1). That's also where you'll find Travel Dudes and iambassador (stand 136).

New! This year there will be a third stage, the eTravel Showroom (hall 6.1). This one will join the eTravel Stage (hall 6.1) and eTravel Lab (hall 7.1c). The eTravel Showroom will focus on case studies. Workshops can be found in the eTravel Lab and the eTravel Stage will have innovative sessions and discussions.

 

ITB sessions worth attending:

Wednesday 8th:

  • Travel technology in Destination Management: When it comes to external communication, the DMO lost its singular status long ago. For internal communication there are also more and more players taking over the DMO’s traditional functions. The focus of the lecture is the description of the holistic development of the DMO, which can be supported through software
    Time: 10:50 - 11:10
    Location: Hall 6.1, eTravel Stage
     
  • Take Me There – Virtual Reality And The Customer Experience: Virtual Reality technology offers travelers the ability to create their own story when choosing destinations, accommodations and activities. How are the new tools being used in our industry to create immersive engagement with potential visitors?
    Time: 13:30 - 14:00
    Location: Hall 7.1c, eTravel Lab
     
  • Augmented Reality: More Than Just Hype? Pokémon Go – temporary hype or symbol that Augmented Reality has become part of our daily lives? How is AR developing? How can digital and analog tourism benefit from one another?
    Time: 14:00 - 14:40
    Location: Hall 7.1c, eTravel Lab
     
  • Tell Me More! Emotional Storytelling And Content Marketing In The Tourism Industry: In recent years travelers’ communication behavior has changed a great deal. Travelers want to be entertained, they want to know exactly what their vacation destination looks like, as well as what to do and what other guests have already experienced there. The focus is on high quality editorial content which is either useful, relevant or entertaining – a clear advertising message is secondary.
    Time: 15:00 - 15:30
    Location: Hall 7.1c, eTravel Lab
     
  • Snapchat & Instagram Stories: The Power War Of Live Updates Snapchat & its biggest competitor, Instagram Stories, have stolen the attention of consumers everywhere. How do they work? Which one suits your brand better? Find out here!
    Time: 16:30 - 17:00
    Location: Hall 6.1, eTravel Stage
     
  • Travel Content Personalization On Mobile Devices With Artificial Intelligence: The mass adoption of mobile technology in recent years enabled the creation of powerful AI systems using location data to deliver personalized content to travellers. In this talk we will explore the evolution of AI in the travel industry, and how it will disrupt tourism in the future.
    Time: 16:30 - 17:00
    Location: Hall 7.1c, eTravel Lab
     
  • Secrets Of Search Engine Rankings. This no-hype session will focus primarily on tips that will help you move the needle. No complex theory but highly actionable recommendations that allow you to work smarter and not harder. This session will have tips for all levels of experience.
    Time: 17:00 - 17:30
    Location: Hall 4.1, Room Regensburg
     
  • Make Your Website Load Really Really Fast! Do you want to optimize your website for speed further but don´t know how? Join former senior Google Search Quality team member Fili Wiese to learn all that matters about optimizing your website for page speed, both a Google ranking factor and a crucial signal for user satisfaction. Walk away with unique insights and hands-on tips on prioritization, which tools to use efficiently and which mistakes to avoid while making your website blazing fast.
    Time: 17:00 - 17:30
    Location: Hall 4.1, Room Regensburg

 

Travel Dudes & iambassador ITB Tweet-Up:

Time: 19:00 22:00
Location: Restaurant Muse, Immanuelkirchstraße 31, 10405 Berlin
Ticket: eventbrite.com/e/the-iambassador-travel-dudes-itb-travel-tweet-up-2017-tickets-31929946329

 

Thursday 9th:

  • Phocuswright Fast Track At ITB Berlin. Take a dive into Europe’s payments landscape and learn from recent Phocuswright research. Norm Rose presents on topics such as key trends, industry players, the potential for disruption, and more, then leads a roundtable discussion with payments executives for further insight. Florence Kaci then takes the stage to share data and analysis on the European travel consumer.
    Time: 11:00 - 11:30
    Location: Hall 6.1, eTravel Stage
     
  • Welcome Back To The Holodeck! It all happens on the shoulders on an unsurprising internet behemoth: See for yourself how in 2017 virtual reality goes mainstream with a surprising twist - travel taking the drivers seat. A brief presentation of best practice cases (sci-fi coming true) followed by a surprise panel
    Time: 11:00 - 11:30
    Location: Hall 6.1, eTravel Showroom
     
  • Influencer Marketing In Asia: A case study into cross platform influencer marketing in Asia as part of the tours and activities conversion funnel targeting the millennial traveler
    Time: 11:30 - 12:00
    Location: Hall 7.1c, eTravel Lab
     
  • Story And Transformational Travel In The Digital World: Using digital storytelling to position your product for transformational travel and to gather insights about your brand.
    Time: 12:00 - 12:30
    Location: Hall 6.1, eTravel Stage
     
  • Online Marketing Insights 2017: Best Practices From 500 German Travel Websites. This exclusive study reveals best practices in search engine optimization and content marketing from 500 German travel websites.
    Time: 12:30 - 13:00
    Location: Hall 7.1c, eTravel Lab
     
  • Panel: The Era of Collaboration - Why Cross-Border DMO Partnerships Make Sense. This panel discussion will present successful influencer case studies and discuss issues like overtourism and the importance and potential of DMO collaborations.
    Time: 13:00 - 14:00
    Location: Hall 6.1, eTravel Stage
     
  • Safety & Security: Social Media And Mobile Technologies: Crisis Intensifier Or Informative Support? Perception and communication processes strongly influence tourists’ reactions to dangerous situations. To a great extent, modern communication takes place via Social Media. What role do Social Media like YouTube play in the context of dangerous situations? How can Social Media be used effectively to reduce fears and communicate clearly? What impact do fake news have? Percy von Lipinski, a travel and Social Media guru, offers travel providers concrete tips for the successful use of Social Media like YouTube & Co.
    Time: 14:15 - 14:45
    Location: Hall 7.1a, Auditorium New York 1
     
  • eLearning – Practical Roadmap For Successful DMO: Turning an idea into success – areas of application, conceptual design and specific measures for modern knowledge transfer.
    Time: 15:30 - 16:00
    Location: Hall 7.1c, eTravel Lab
     
  • The Successful Digitalization Of Croatian Tourism: The lecture presents the benefits of VR360 virtual reality technology in tourist advertising and answers the following questions: How can destinations be displayed on Internet platforms, including social networks, mobile apps for iOS and Android, and responsive websites? How to deal with profit- and non-profit-oriented providers and how to position yourself in potential markets and to customers? How to increase visibility on the Internet and how to increase the number of guests?
    Time: 16:00 - 16:30
    Location: Hall 6.1, eTravel Showroom
     
  • Cooperating With Bloggers For Place And Product Marketing – Case Study Of Travel Blogger Association Asia. How unknown places in India are marketed using Social Media and bloggers.
    Time: 16:30 - 17:00
    Location: Hall 6.1, eTravel Stage
     
  • Framing Content & Workflow: Secrets Behind Creative Content Teams. What are the secrets behind building a successful creative team? The panel will discuss this question and elaborate on aspects such as transformation and the importance of structure, as well as workflow, talent and tactics. Also major content trends including drones, VR, live and always-on social will be explored.
    Time: 17:00 - 18:00
    Location: Hall 6.1, eTravel Stage

 

Friday 10th:

  • How To Work With Travel Bloggers And Influencers. Experiments in digital storytelling: a session about inspiring ideas for reaching new audiences through creative storytelling.
    Time: 10:30 - 11:00
    Location: Hall 6.1, eTravel Stage
     
  • ROI Of Story Telling: Keys To Successful Content Marketing Campaigns (Digital Storytelling, Distribution, Case Studies & Beyond). The hottest topic in content marketing, we will dissect traditional content marketing challenges and examine new strategies and trends in digital storytelling for destinations and travel brands. Learn from GLP Films´ latest global case studies and content campaigns on how to leverage digital storytelling in your content strategy, best practices for digital content, and how to get the most of your new content through strategic content marketing campaigns.
    Time: 11:00 - 11:30
    Location: Hall 6.1, eTravel Stage
     
  • How ‘Sharing And Caring’ Is Context Dependent: Underlying Motives In Millennials’ Choices For Peer-To-Peer Accommodation. It is often concluded that millennial travelers prefer peer-to-peer type of accommodations because they value local and social travel experiences or that their choice is primarily price driven. We will tap into these travelers’ choices and experiences to identify underlying motives, applying insights and methods from contemporary emotion and happiness research.
    Time: 13:30 - 14:00
    Location: Hall 7.1c, eTravel Lab
     
  • Brexit And The USA: Tourism In Times Of Political Disruptions. The disruptive changes of the political climate in the USA and post-Brexit Great Britain are influencing the development of tourism. Economic and exchange rate developments, travel restrictions, destination images – serious changes in the source and target markets, i.e. in the USA and GB, are to be expected. In which direction will these developments go? How can negative effects on the tourism industry in the USA and GB be avoided? Which destinations will benefit from the developments?
    Time: 13:30 - 14:30
    Location: Hall 4.1, Room Regensburg
     
  • Sharing Economy Masterclass. The lecture will shed light on different aspects of sharing economy. It will take the audience through the rise of the sharing economy and show what’s made it such a hit with consumers and caused headaches for those who set the rules. It will also pull out key lessons for different organizations and consider what it takes to plan the way ahead, whether it is joining in, competing head-on or adopting a sharing economy model to engage customers.
    Time: 14:00 - 14:30
    Location: Hall 7.1c, eTravel Lab
     
  • Talkin' About My Generation: Transgenerational Marketing - 3 Key Digital Influencers On Purchasing Decisions. This presentation looks into the influence of online reviews, social media and brand websites on the eTravel behaviours of three demographics: Baby Boomers, Gen X, and Millennials. After analysing the data, it goes on to suggest practical actionables for the hospitality industry to help market successfully to each of the demographics.
    Time: 14:30 - 15:00
    Location: Hall 7.1c, eTravel Lab
     
  • Snack-Content - The New Successful Trend. Franz-Josef Baldus presents snack content – i.e. formats like short videos, cinemagraphs and animated GIFs, as well as their potential applications in the tourism industry.
    Time: 16:00 - 16:30
    Location: Hall 6.1, eTravel Stage
     

Here you will find the complete overview: itb-kongress.de/en/Program
And here you'll find the live stream: itb-kongress.de/en/ITBBerlinConvention/ITBConvention365/LiveStream/index-2.html

Tip: Arrive on Tuesday to join Travel Massive (& on Wednesday our Travel Dudes Tweet-Up, but also to be at ITB from the first day! The first three days it's not open to the public and you can move from hall to hall much faster. But that's also when the right people are still at the exhibition. Many leave already on Friday, before ITB opens its doors to the public. Then it gets mad and don't even try to have any successful meetings. At the stands you will mainly find hostesses and if you should have organized a meeting upfront, your opposite will be exhausted and tired of the days before... just like you. And you do want to meet them to do business, right?

Then there are as well again some useful webinars you can watch upfront. Those are for exhibitors and trade visitors and you can watch them for free.

 

Where to stay: There are many great districts to discover a bit more of Berlin, while you visit the ITB. But expect heavy traffic when going or leaving ITB. There are a few hotels providing an ITB shuttle service! Find them here. But there are as well many apartments to rent, hostels, boutique hotels and b&b's.

 

For you:

Travel blogging and social media is new to you and your business, but you are interested to work with top travel influencers? Or you already got experience, realize the potential and would like to heave your campaigns and strategies to the next level? Or you are a travel blogger, but are now at a point to take the next steps, looking for a strong partner?

Then contact us and visit Travel Dudes and iambassador at our stand (136) in the eTravel World (hall 6.1) and also join our presentation on Thursday: "The Era of Collaboration - Why Cross-Border DMO Partnerships Make Sense." Time: 13:00 - 14:00; Location: Hall 6.1, eTravel Stage

Also read: Understanding Professional Travel Blogging: Explained with a Case Study

 

THE ITB SPEED NETWORKING GUIDE:

When: 9 March at 4.30 - 6 pm
Where: City Cube Level B
Who: Exhibitors of ITB Berlin 2016 + accredited bloggers
Info: itb-berlin.de/en/Visitors/TradeVisitors/Blogger

How to Speed Date for bloggers

  1. Before signing up to participate, know what exhibitors want to achieve from the ITB Blogger Speed Dating. Exhibitors want to meet people that might want to communicate content about a destination or their business as well as support for their social media activities.
     
  2. Once you receive the Log-In for the matching tool fill out your profile fully. Speed dating is a two-way decision. You need sponsors who are interested in working with what you want to do and provide. Exhibitors want to meet their marketing and promotion needs. The more information you provide about your blog and yourself, the better for both sides.
     
  3. Spend some time researching which exhibitors you want to meet with and what your aims and expectations are, before scheduling appointments. The exhibitor profiles in the matching tool will include information about the company, as well as aims of the company at the Speed Dating. You should also take a look at the exhibitor’s website in order to make a decision of whether they are the type of company you want to work with.
     
  4. Plan your appointments carefully and cancel meetings in time, in case you can not keep the appointment.
     
  5. Register yourself as a blogger at the Virtual Market Place to schedule additional meetings beforehand or to plan follow-up meetings with the industry more easily. www.itb-berlin.com/networking
     
  6. Formulate questions and your interests for the meetings beforehand to use your 8minutes-slots in the most effective way.

 

How to Speed Date for exhibitors

  1. Before signing up to participate, know what bloggers want to achieve from speed dating. Bloggers want to meet people that they might partner with on future projects. Project types may include: the exchange of travel for content on their blog about the location or company; finding companies that want to purchase photography, video or written content; being hired to assist the company’s social media efforts and types of projects of that nature.
     
  2. Once you receive the Log-In for the matching tool, fill out your profile fully. Speed dating is a two-way decision. You need bloggers that meet your marketing and promotion needs, but bloggers are also looking for potential industry sponsors connected to what they want to do and provide. The more information you provide about your business and expectations, the better for both sides.
     
  3. Spend some time researching which bloggers you want to meet with and target groups you want to reach, before scheduling appointments. Their profiles on the matching tool will include information about where their readers come from and what types of things they write about. You should also take a look at their websites and possibly also their Facebook Fan pages or Twitter feeds, in order to make a determination of whether they are the type of person you want to work with. 
     
  4. Please include a second contact person of your company in your planning. This person could support you during the ITB Blogger Speed Dating or can act in your place if necessary.
     
  5. Plan your appointments carefully and cancel meetings in time, in case you can not keep the appointment.
     
  6. Register yourself at the Virtual Market Place to schedule additional meetings beforehand or to plan follow-up meetings with the bloggers more easily. Please see www.itb-berlin.com/networking 
     
  7. Formulate questions and your interests for the meetings beforehand to use your 8minutes-slots in the most effective way.
     
  8. If you have any questions or want more information about any particular blogger, it is perfectly acceptable to contact them directly.