Yeoh Siew Hoon is curious to see what the mood will be like in Berlin and one thing's for sure, there'll be plenty of deals around.
So I am off to ITB Berlin next week and to tell you the truth, I was torn for a while between going and staying.
Thinking of the long flight at the back of the airplane is a bit of a turn-off, I have to admit, but hey, it's tough times and we all have to walk the talk, right? Fight the good fight even if one has to sit for 12 hours in cattle class on a long flight.
I am going primarily because I am curious as to what I will find in Berlin. This time, the only thing I am certain of is it will be cold. For me.
The rest, who knows? Will attendance be down? According to organisers, no. They say it's a sell-out – more than 11,000 exhibitors from more than 180 countries. Numbers expected – 100,000 trade visitors and 70,000 members of the public.
If the AIME show in Melbourne was anything to go by, they could be right in their expectations – people have more time on their hands, plus they want to get on with business and life.
Even in the ashes, one must be able to find gold dust.
How many exhibitors will go from Asia? I suspect there will be a cutback in numbers from the region. I know many regulars who won't be there. For instance, today, I ran into Patrick Fiat, general manager of Royal Plaza on Scotts, who told me he will be missing his first ITB in 20 years.
He's not alone. Longhaul is definitely unfashionable right now and most suppliers in Asia are looking close to home for short-term business to ease cash flow.
Although the recent NATAS Travel Fair in Singapore did well – visitor numbers only dropped 3.5% from 2008 and it yielded sales of S$45 million, compared with $50 million the previous year – there is no doubt that Asia's inbound and outbound numbers are slipping.
In Singapore, visitor arrivals continue to slump with January recording a 12.9% drop. Hotel occupancies went down to 60%, the lowest level since the SARS outbreak in 2003. And there's now talk of hotels cutting rates with five star properties quoting corporate rates of under $200.
So what will dominate the chatter at Berlin? I expect deals, deals and more deals. I have lost track of the number of promotions, sales and discounts out there. Everyday brings a new bonanza of air fares and room rates.
The one that caught my eye though was the Accor Super Sale held from February 24-26 where the group put one million of its rooms across Asia Pacific.
Airlines do it all the time but not a hotel group on this scale. One thing stuck out – the rates were common-rated across all its brands (except Sofitel) which meant customers paid the same rate whether it was Pullman Hotel, Gallery, Grand Mercure, Novotel, Mercure, Ibis Hotel & All Seasons Hotel.
You could either say that's an extremely bold move or a desperately foolish one because it really does negate the whole positioning and branding thing hotels keep harping on about – and oh yes, what's the other word, rate integrity – as it drives everything down to the lowest common denominator of price.
But if it drives revenues and means it will help pay the wages of its employees for a few months at a difficult time, why not?
This is the season to be brave, not play safe.
Yeoh Siew Hoon, one of Asia's most respected travel editors and commentators, writes a regular column on news, trends and issues in the hospitality industry for 4Hoteliers.com.
Siew Hoon, who has covered the tourism industry in Asia/Pacific for the past 20 years, runs SHY Ventures Pte Ltd. Her other writings can be found at www.thetransitcafe.com Get your weekly cuppa of news, gossip, humour and opinion at the cafe for travel insiders. www.webintravel.com Contact us for more information about the "ITB Asia / WIT Marketing Program", exclusive at 4Hoteliers.com or read more information via the link below: click to read 
