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Is ITB losing its shine for Global Hotel Groups?
Tuesday, 11th March 2014
Source : Joseph Fischer - Exclusive for 4Hoteliers.com
 

Trending Now: Now the ITB 2014 has come to an end, it is time to look at the some big changed have noticed;

Hall 9 which is traditionally the home and showcase of all the global and some of the regional hotel chains is missing some of the brands.

Most notably Hilton Hotels which used to have a large stand.

The former Moevenpick stand has been taken by Rotana and ITB Asia.

Four Seasons – the world's primer De-Luxe hotel brand is missing.

Hyatt Hotels & Resorts are not present in Hall 9.

Mandarin Oriental and Peninsula are also missing.

So what has changed?

In two words: the market.

A decade ago, if a large hotel group was missing from the ITB, It wasn’t a good indication. An imminent  takeover? Financial problems?

Nowadays, with social media, OTA's and huge B to C direct contact between brands and the guests via mobile the ITB lost some of its 'Shine'.

Hotel chains or "BRANDS" keep the marketing budgets for other uses.

Now, individual hotels are paying directly for their own participation at the ITB. The other option is to go as part of a more Regional representation.  Middle East, AFRICA, Caribbean, Latin America.

Let's take Hilton as an example, with 32 smaller stands in the respectable regions and pavilions.   Hyatt had 14 stands in different pavilions and Movenpick with 10 stands in the regional pavilions.

So what do I make out of this?

I do expect that next year we will see even less "BRANDS" in Hall 9.

ITB organizers will have to find new users for the spaces and re-think the strategy. Clearly, the world has changed.

Joseph 'Yossi' Fischer
Owner at Vision Hospitality & Travel

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