ITB Innovators 2025: New technologies and sustainable solutions for tomorrow’s travel industry

The ITB Innovators platform continues to grow and puts the industry’s pioneers centre stage. This year sees the presentation of 21 groundbreaking innovations – from hotel revenue management tools and virtual assistants to projects promoting agritourism in Albania. These forward-looking solutions and sustainable concepts offer a glimpse of tomorrow’s trends.

The pioneering ITB Innovators platform, which was launched in 2023 and this year enters its third round, puts the innovations, new products and services of exhibitors centre stage at the World’s Leading Travel Trade Show, which will take place from 4 to 6 March 2025 on the Berlin Exhibition Grounds. In the months prior to the show exhibitors were able to submit their innovations free of charge for evaluation by the ITB Innovators team.

The significant increase in the number of innovations submitted – from 11 in 2023 to 16 last year and currently 21 entries – reflects the innovative strength of an industry that is constantly developing new solutions to meet changing tourism demands. The innovations presented range from AI-based hotel management systems to flexible mobility solutions and sustainable eco-projects. All entries come from exhibitors at ITB Berlin, who will give trade visitors the opportunity to meet the innovators in person at the show in March.

For the first time, ITB Berlin is offering an ITB guided tour of selected ITB Innovators. On Wednesday, 5 March from 11 a.m. to 12.30 p.m., under the heading ’Industry innovations on the rise’, a tour will take place of four to six exhibitors who will be presenting their forward-looking solutions. Industry professionals will be able to 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 revolutionising hotel revenue management with an AI-based solution that acts as a virtual sales manager. Its Revenue Management System (RMS) analyses guest patterns, forecasts booking trends and adjusts room rates in real time in order to maximise revenues. The system is supported by an AI-based negotiation engine which customises offers according to guests’ preferences and automates price negotiations.

Brainy RMS is a programmable revenue management platform tailored to the needs of the hospitality industry. Its main innovation is that it gives organisations complete control over implementation strategies and enables the customisation of revenue management processes in order to meet specific operational requirements. The programmable platform automates price updates around the clock, analyses competitors in real time and provides AI-powered recommendations for optimising pricing.

Hotellistat is presenting a forward-looking innovation for hotel management. ARIS is the first fully integrated AI system that makes use of more than 1,000 data flows to assist hotels, hostels and apartment blocks in their daily work. The new Speak with ARIS function takes the system to a new level. Hoteliers can now communicate directly with ARIS and ask a variety of questions, ranging from simple analyses to complex requirements such as segment reports.

Like Magic optimises hotel operations by automating 80 per cent of administrative tasks and digitalising the guest experience. The platform combines all key activities – from bookings and guest profiles to communications and housekeeping – in one user-friendly interface. The Guest Journey Monitoring function detects issues such as missed check-ins in real time and relays appropriate tasks to staff, thereby improving service quality and efficiency.

The latest version of Turista from W&W Systemberatung GmbH sets standards in the digitalisation and automation of processes in tourism management. An innovative connection with turistaCloud gives companies real-time data access to current information, whether for bookings, addresses or customer logins. The software takes over repetitive tasks, optimises efficiency through automation and facilitates customised solutions that are tailored to users’ needs.

Innovative technologies ensure guests are well cared for

With its Guest Experience Suite, Duve is redefining guest interaction, improving satisfaction, streamlining operations and increasing revenue. The innovative platform enables digital check-ins, while customised apps act as a digital concierge for guests and AI-based communications ensure personalised service.

Runnr.ai is optimising guest interaction with an AI-based virtual assistant that offers proactive support via WhatsApp for a guest’s entire trip – from the booking stage to checking out. The platform automates frequent enquiries, increases revenue through targeted upselling and reduces the workload for hotel staff.

aicall.io is revolutionising guest communications in the hotel industry with an AI-based telephone support system that handles incoming calls reliably, efficiently and in multiple languages around the clock. By using state-of-the-art artificial intelligence, aicall.io ensures that no call is missed – even in the event of staff shortages or outside normal business hours. This solution not only helps with room reservations and bookings, but also maximises efficiency and ease of use for guests.

The Nonius Digital Dining solution enhances the hotel dining experience by combining state-of-the-art technology with an innovative focus on guests. Thanks to its seamless integration with hotel management systems (PMS) and POS systems, guests can conveniently view menus, place orders and track status in real time via their smartphone.

Sustainable initiatives and solutions for the industry

The Cause We Care platform at myclimate is an easy-to-use and effective tool for promoting climate action and sustainability in the tourism and event industry. Registered partners from these industries can measure their carbon footprint, generate additional funds for sustainability measures, and actively involve guests and employees in targeting net zero. When purchasing tourism services, event tickets or products, customers can voluntarily make a climate donation, which the partner will replicate in full. The sums collected are channelled into an earmarked fund of the company in question.

The Albanian Agritourism Association is presenting 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), the project is a pioneering tool for promoting agritourism in Albania and addressing its social, economic and technological challenges. It also aims to enable authentic agricultural experiences for travellers throughout the country.

The Trans Dinarica is the first cycle route to connect eight Western Balkan countries – Slovenia, Croatia, Bosnia and Herzegovina, Montenegro, Albania, Kosovo, North Macedonia and Serbia. Covering 5,000 km and with 95 stages, the route passes through spectacular national parks and highlights the natural beauty of south-eastern Europe, from rivers, lakes and valleys to nature reserves. The aim is to promote sustainable tourism and create stronger links between communities. The route combines cultural and natural attractions with adventure and offers cyclists a unique opportunity to discover the region in an eco-friendly manner.

Jean & Len offers hotels a sustainable solution with its innovative Refill System which reduces plastic waste and offers greater comfort for guests. The care products consist of more than 90 per cent natural ingredients, possess no harmful substances and are made under fair conditions in the EU.

With STRIM, MOBY BIKES is presenting a pioneering shared mobility solution: a universal parking and charging solution for e-bikes and e-scooters with a “tap and ride” function. Tourists can rent without registering with an app, by using a credit card or digital wallet. STRIM’s use of the charging infrastructure is cost-effective due to its utilisation of existing bike racks, which promotes sustainable urban transport.

Intelligent solutions ensure a competitive edge

With Hotel Benchmark, 80 DAYS is offering hoteliers an innovative benchmarking service that compares digital marketing and website performance with competitors. By integrating Google Analytics 4 (GA4), the tool provides valuable insights for optimising strategic decisions and increasing online visibility.

Cyberlogic is presenting xCoRe, an intelligent platform that fundamentally changes hotel contract management for tour operators and OTAs. The platform streamlines contracts and reservations and helps companies to remain competitive in a constantly changing market environment.

Seamless payments and smart 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 not only increases customer satisfaction, but also reduces costs and is scalable on a global level.

With the launch of its Reseller Admin Panel, eROAMING is presenting a user-friendly platform that helps distributors, retailers and partner companies to streamline eSIM management. The platform improves efficiency, maximises sales and provides seamless management of eSIM services for business partners.

World Mobile Limited is setting a new standard in mobile connectivity with its Unlimited eSIM, the world’s first eSIM with an unlimited data volume in 120 countries. With this innovation, the company is responding to the challenges of 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 convenience for their customers, streamline operations and improve the customer experience.

Efficient creation of travel offers

Lato uses automation to simplify the creation and presentation of travel offers. Travel professionals upload a document-based offer and AI creates a customised, visually appealing travel app. It automatically selects suitable images for accommodation, excursions and destinations, drastically reducing processing time.

The article ITB Innovators 2025: New technologies and sustainable solutions for tomorrow’s travel industry first appeared in TravelDailyNews International.