Interview
with David Ruetz, Head of ITB Berlin, for Bucuresti What, Where, When &
Bucharest NightLIFE, by Gabriel Arsene, Editor in Chief
Gabriel Arsene: Tell us more, please, about travel trends in the run up of
the ITB Berlin 2014.
David
Ruetz: In recent years there has been a paradigm shift in
the travel industry. Before travellers actually go on holiday they deal with a
host of different channels such as the internet, smartphone apps, traditional
media and travel agencies. For the travel industry this means that it must
coordinate the information and products it offers to an even greater degree.
Today the path a customer takes before ultimately booking a trip is no longer
difficult to understand. Big data offers a wealth of information, helping to
better understand customer behavior. This helps to significantly improve the
dialogue with the customer and enables the travel industry to tailor its
products accordingly, which in the medium term can potentially boost sales. For
the tourism industry, rapidly developing omni-channel marketing instruments
such as real-time advertising and user centric marketing are becoming more and
more important.
This year, ITB Berlin will kick off with an event on
the topical subject of omni-channel marketing featuring high-ranking
participants. Digital omni-channel marketing has combined the various methods
of addressing the customer to a greater degree than the previous model of
multi-channel marketing. For the tourism industry, rapidly developing
omni-channel marketing instruments such as real-time advertising and user
centric marketing are becoming more and more important. Among those taking part
in the new ITB Summit on 4 March 2014 from 2 to 6 p.m. will be Facebook’s Head
of Travel Lee McCabe, who will talk about the prospects for social media
securing new customers. Rounding off the programme will be a thought-provoking
discussion at which members of various parts of the media will debate the
future of marketing communications.
Gabriel Arsene:
Do you consider that the German travel market (in- and outgoing) developed
during the years after each edition of ITB, or the ITB developed studying the
trends of the German and International travel market?
David
Ruetz: ITB Berlin unites supply and demand from around the
world. In doing so, it always provided significant impetus for growth – not
only for the German market. ITB Berlin kicks off the travel season around the
globe. No other place in the world gathers so many leading representatives from
the private and public sector. This is where the tone is set for the future of
travel for a billion people every year. In 2013, ITB Berlin attracted over
110,000 trade visitors, of whom about 40 per cent come from abroad. The large
part of international buyers is proof that ITB Berlin is the most important
marketplace for the global travel industry.
Gabriel Arsene:
Where would you place ITB Berlin 2014, the World’s Leading Travel Trade Show,
within the complex International travel market?
David
Ruetz: ITB Berlin is truly the world’s leading travel trade
show. Every year ITB Berlin creates the best B2B platform enabling its
exhibitors from all over the world to initiate excellent business dealings and
make first-class contacts. All sectors of the leisure and corporate travel
market are represented. The volume of business negotiated and concluded at the
show is in the order of six billion Euros. This is impressive proof that ITB
Berlin gives exhibitors’ business a long-term boost. In addition, ITB Berlin
offers an ideal fixed costs ratio compared to the volume of business initiated
measured against the number of buyers (cost per contact), ideal services and
infrastructure. It also stages one of the world’s largest and most important
tourism conventions with over 21,000 participants. It is recognized as the
leading think tank of the global travel industry and addresses the most
important issues in this industry. It presents solutions and best practice
examples for current and future challenges. Exclusive empirical studies, expert
panelists and innovative concepts offer indispensable insights into the major
trends of the global tourism industry and also provide specific guidance on how
this could relate to the own business.
Gabriel Arsene:
Do you have any statistics or information regarding Romania's presence at ITB,
during the years? Do you see Romania as an Official Partner Country? What steps
should take the Romanian National Tourism Authority in this regard?
David
Ruetz: Romania is one of the first exhibitors of ITB
Berlin. Since many years Romania´s participation at ITB Berlin with a booth of
400 square meters is impressive. This year, an all-new, smaller-sized hall has
been set up for Europe (Hall 7.2b), which will be home to Romania. The new hall
layout with its geographical divisions makes it easier for visitors to find
their way around. It shortens the distances they need to cover, thus giving
them more time to find out about new things and have in-depth meetings. We hope
that Romania will do even better business this year due to this improvement.
Each year ITB Berlin receives applications from
a number of countries for a partnership. The choice of the official partner
country is determined by several factors, including a particular country's long-term
strategy and a clearly defined concept for its appearance at ITB Berlin. The
costs incurred by the guest country depend on the scope of the presentation but
can be expected to amount to at least several million Euros. The organisation
of the opening event is one of the partner country’s “obligations”. The country
is also expected to take over a share of the convention activities, rent highly
visible advertising areas on the Exhibition Grounds and stage various events in
and around Berlin. If Romania is interested in being a partner country, we
surely can offer an attractive package. There is no specific procedure for
selecting the partner country at ITB Berlin. Informal consultations should be
the first step.
