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HOME OF LUXURY by ITB – A new way to experience luxury


The luxury market is reporting strong growth: according to a recent survey by Statista, luxury travel currently accounts for 14 per cent of tourism sales worldwide, equivalent to 750 billion euros this year. With its new HOME OF LUXURY by ITB at the Marshall Haus of Messe Berlin, and in partnership with loop and Luxury Hotel & Spa Management, from 4 to 6 March 2020 the World’s Largest Travel Trade Show® will be providing an exclusive platform for this growing travel market for the first time.

As the name suggests, the ’New Home of Luxury Tourism’ is more than simply an exhibition area for the luxury market. Individual topics will be assigned to different living areas, as in a private house, where ‘New Luxury’ can be experienced under the heading ’Back to Nature’. The Garden, The Terrace, The Library and The Lounge are where providers and buyers of luxury products can congregate in a special, almost private atmosphere, hold meetings, meet for pre-arranged individual talks, lunch together, take part in networking sessions, and round off the first day with drinks after work. The Friday of ITB will be an ‘open networking day’, which will invite exhibitors and trade visitors to meet exclusively at the HOME OF LUXURY by ITB and give them the opportunity to establish contacts and follow trends outside the Marshall Haus and everywhere at ITB Berlin.

New handbook examines the luxury market

A new handbook entitled Basic Information and Perspectives on Luxury Tourism – Customer Behaviour – Paradigm Shifts – Market Trends – Best Practices examines the phenomenon of luxury tourism from numerous perspectives, with a special focus on the trends that will dominate the luxury market in the future, as well as offering concrete advice to luxury providers. Its authors are the publisher Prof. Roland Conrady, Head of the ITB Berlin Convention, David Ruetz, Head of ITB Berlin and Marc Aeberhard, Luxury Hotel & Spa Management Ltd., all of whom are involved with the ITB Berlin Convention.

In the handbook, numerous experts, including leading scientists and senior executives, dwell on topics ranging from developments in the macro-environment of the tourism market, the marketing management of luxury providers, to mega tourism trends and their relevance to the luxury market. Leading-edge examples and case studies of the tourism market round off this work, which is a guide for practicians, senior executives, employees, tour operators, students and trainees in the tourism industry, for whom it is intended to serve as a manual for tourism developments and strategy concepts. The luxury tourism handbook is available in German from Springer Fachmedien Wiesbaden and will be published in English to coincide with ITB Berlin 2020.

ITB Berlin Convention provides an insight into tomorrow’s luxury market trends

The growing importance of the luxury travel market will also be a key topic at the ITB Berlin Convention 2020. On ITB Marketing & Distribution Day (Thursday, 5 March 2020), three sessions will take place in a row starting at 3 p.m. They will include the much-awaited presentation of the exclusive Luxury and Sustainability Report by ITB/Travelzoo and the ITB Hospitality Executive Panel, which will ask whether luxury and sustainability contradict each other or will be an absolute necessity in tomorrow’s luxury hotel industry. The third session will look at premium customers’ changing attitudes towards luxury and what that means for tourism destinations, the hotel industry and tour operators. Additional information will be available online in December at

About ITB Berlin and the ITB Berlin Convention

ITB Berlin 2020 will be taking place from Wednesday, 4 to Sunday, 8 March, and from Wednesday to Friday will be open to trade visitors only. ITB Berlin is the World’s Leading Travel Trade Show. In 2019 a total of 10,000 companies and organisations from 181 countries exhibited their products and services to around 160,000 visitors, including 113.500 trade visitors. Parallel with the show the ITB Berlin Convention, the largest event of its kind, will be held from Wednesday, 4 to Saturday, 7 March 2020. Admission to the ITB Berlin Convention is free for trade visitors and exhibitors.

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