Nowadays travel technology is omnipresent in the global travel industry: this includes the back office, electronically-supported personalised sales and location-sensitive mobile travel services.

At ITB Berlin 2012 this rapid development has led to an unprecedented rush of exhibitors: over 230 travel technology companies from 15 countries are expected from March 7th-11th in Berlin.

The event features back office technology (Hall 6.1), hotel software and reservation machines (Hall 8.1 and 10.1) as well as social media, travel portal and mobile travel solutions (eTravel World, Hall 7.1.c).

The traditional travel technology display areas have been fully booked since December 2011.

For this reason, some exhibitors from this sector are in Hall 25 for the first time.

Here visitors can find online travel agencies as well as providers of event and airline software.

With a joint stand for the Thai Software Industry Promotion Agency (SIPA) as well as new technology providers from Greece, India, Romania and the United Kingdom, ITB Berlin once again highlights its major international importance in this segment.

“We are particularly pleased that we have been able to inspire many new innovative companies and the regular, high performing participants as well as previous exhibitors to come to ITB Berlin,” said David Ruetz, director of ITB Berlin.

This can be attributed not just to the general travel technology boom but also to the wide range of attractions at the world’s leading travel trade show.

“In the last few years we have continually increased the number of forums and discussion platforms at ITB Berlin.

“This year the papers will be interpreted on the stage of the eTravel World. As part of the ITB Berlin Convention we examine industry trends, which are more than ever driven by further developments in the field of travel technology.”