Exclusive Feature: There is no longer any doubt about the power that mobile devices play on society today, wether it is staying or travelling.

There is no way around this development anymore! The questions now are whether the travel industry is really prepared for this and whether it can keep up with the ever developing mobile-trends and complex customer-types but still provide a modicum of privacy during the consumer's online experience.

ITB-Berlin invited five experts to share their experiences with digital mobility as well as their vision of the future in it. Andreas Erlemann, Manageing Director of Zenith Hospitality Solutions, confirmed that the complexity of guest diversity makes developing appropriate technologies equally complex.

"Guests have situation-based needs and no single need can be fulfilled through one single technology. An effective working symbiosis between web, mobile and face-to-face needs to be found," he said – adding that privacy issues will eventually need to be addressed more seriously.



How can travel industry adjust to mobile traveller's habit? Panelists Caroline Brauer, Michael Hucho, Susanne Fittkau, Dr Bernd Fauser, Andreas Erlemann (left to right)

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