Current trends in the tourism industry: digitalization, AI and sustainabili

Current trends in the tourism industry: digitalization, AI and sustainability at ITB Berlin 2025

09-03-25

As part of ITB Berlin 2025, one of the most prominent trade fairs in the tourism sector, the “Myth and Reality” session was held, focused on analyzing the current trends that are shaping the travel industry. During this meeting, industry experts and professionals discussed key topics such as digitalization, artificial intelligence (AI) and sustainability, offering a comprehensive view of the challenges and opportunities facing tourism today.

One of the highlights of the session was the discussion on distribution channels in the tourism industry. A significant 72% of participants agreed that both direct and indirect distribution channels are essential, highlighting the continued importance of intermediaries within the travel ecosystem. The travel industry is becoming increasingly complex; airlines are expanding their service offerings, low-cost carriers are expanding while often operating outside of conventional booking platforms, and travelers are looking for more than flights: they require additional accommodations, activities and services to complete their travel experience.

Personalization of the customer experience was also a central theme in the discussion. Despite technological advances, there is a nearly 50% balanced view that personalization remains a major challenge. Consumers still expect truly personalized digital experiences that can dynamically adapt to their needs, even in online shopping that excels at presenting content based on the user's previous behavior. Artificial intelligence offers significant potential in this segment. Some 65% of participants agreed that organizations that do not integrate it will lose their competitive advantage within three years. The pace of technology adoption is accelerating and AI is no exception. AI is already delivering value in two main ways: visibly to consumers through digital agents and increased personalization, and internally by optimizing operations, logistics and automation.

Sustainability in tourism was another crucial topic addressed during the session. A remarkable 90% of respondents indicated that while travelers show interest in sustainability, they are generally reluctant to incur additional costs for it. While three-quarters of travelers affirm their desire to adopt more sustainable practices, their primary concern remains price. While half of travelers recognize that sustainability affects their decisions, only 6% to 13% genuinely incorporate it into their booking processes. When sustainability involves additional expense or effort, most consumers tend to prioritize convenience.

These results provide an overview of the current state of the industry. Voting by ITB's expert audience underscores the essential role intermediaries play in alleviating the complexities of travel; however, there remains a significant need to improve traveler confidence. The challenge of personalization persists, while AI integration has moved from an optional enhancement to a critical necessity, fundamentally influencing competitive dynamics within the travel industry, where price remains the most important consideration for travelers over sustainability. Companies must learn to deftly manage these changing trends to maintain a competitive advantage.

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