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HOME OF LUXURY by ITB – A new way to experience luxury
Tuesday, 5th November 2019
Source : ITB Berlin 2020 | 4Hoteliers ITB News

New exhibition area for luxury service providers – Debut for a handbook featuring basic information and new perspectives on luxury tourism – ITB Berlin Convention discusses future trends.

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.

4Hoteliers.com covers ITB Berlin 2020 live daily with our own news teams - Niche and Effective Marketing Program: Read more details here

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.

4Hoteliers.com covers ITB Berlin 2020 live daily with our own news teams - Niche and Effective Marketing Program: Read more details here

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.

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