How AI and Agentic Commerce Shape Travel Technology at ITB Berlin 2026

From 3 to 5 March 2026 ITB Berlin concentrates travel-technology activity in six fully booked halls — 5. 1, 6.1, 7.1c, 8.1, 9і 10.1 — with clear sectoral clustering: hotel software and housekeeping tech, payment solutions, distribution platforms, and a new Travel Tech Track emphasising artificial intelligence і agentic commerce.

Event layout at a glance

Who's on the floor and what they're showing

Exhibitors span legacy distribution systems, fintech and fast-growing start-ups. Expect to see Sabre presenting GDS, retailing and AI tools; Amadeus і Travelport on distribution and data; and payment providers like VISA, Stripe і Revolut grouped in Hall 10.1. Start-up showcases include VIR’s Start-up Area with German travel-tech innovators, while GIATA will mark its thirtieth anniversary.

Technology highlights and demonstrations

• Agentic commerce demos showing autonomous purchasing flows driven by AI agents.
• AI-powered voice agents and chatbots — DerbySoft’s voice agent and The Trip Boutique’s AI Brain among them.
• Live translation and multilingual guest interaction platforms — Qualiday’s AI translation showcased.
• Open property management and housekeeping integrations — Apaleo and housekeeping tech in Hall 7.1c.
• Fintech integration for cross-border payments, chargebacks and travel-specific FX solutions.

Tracks, stages and programming

У "The eTravel Stage in Hall 6.1 hosts the new Travel Tech Track that connects traditional distribution systems with modern API-first platforms. The AI Track, sponsored by Travolution (Eventiz from Travelsoft), centres on agentic commerce applications and the role of AI in itinerary orchestration and real-time retailing.

Programme highlights by day

• 3 March: Executive Forecast 2026 opens the eTravel Stage with Sabre’s Chinmai Sharma; panels on hospitality tech include Pedro Colaco (Guestcentric) and Dan Ogen (Leonardo Hotels Central Europe).
• 4 March: Focus on Tours & Activities and the AI Track with sessions featuring Bruce Poon Tip (G Adventures) and Wendy Olson Killion (Rome2Rio).
• 5 March: Google Masterclass and closing Travel Tech Track sessions, plus wrap-up panels and livestreamed content.

ITB Innovators and Start-up Valley

At ITB Innovators 2026, visitors will see initiatives like myclimate’s Cause We Care, DerbySoft’s AI voice agent, Apaleo’s open PMS, The Trip Boutique’s AI Brain and Qualiday’s live translation. Start-up Valley acts as a media-supported showcase for fledgling solutions that could influence tours, excursions and on-site visitor experiences.

Why this matters for tourism and travellers

For tour operators, hoteliers and destination managers the event signals accelerated adoption of systems that directly affect how travellers book, pay and experience trips. Agentic commerce promises itinerary automation that can bundle tours, transfers and activities at time of booking; advancements in payments reduce friction for cross-border guests; and AI-driven personalisation will shape offers for museum tours, safari bookings or yacht charters.

Practical visitor notes

• All main sessions are livestreamed via the ITB Navigator and published on the ITB Berlin YouTube channel.
• Press and blogger accreditation is online and subject to ITB guidelines.
• Networking hubs include the ITB Travel Tech Café (Hall 5.1) and the ITB eTravel Lounge (Hall 6.1).

ITB Berlin 2026 demonstrates the close connection between travel technology and on-the-ground tourism experiences: distribution, payments and AI will change how excursions and services reach travellers, how operators price and package products, and how guests discover cultural programmes.

The exhibition’s mix of market leaders and start-ups underscores important trends and innovations, but even the most thorough show coverage or the most honest reviews can’t replace trying a service firsthand. On GetExperience you book experiences from verified providers at reasonable prices; the platform enables secure full payments with voucher confirmation issued afterwards and also allows submitting tailored requests for tours or excursions so providers can offer the best matches to your needs. That convenience, transparency and extensive range of options help travellers avoid unnecessary expenses or disappointments. Book now GetExperience.com

In summary: ITB Berlin 2026 consolidates Travel Tech activity across Halls 5.1, 6.1, 7.1c, 8.1, 9 and 10.1, highlights AI і agentic commerce, and brings together distribution giants, fintechs and emergent start-ups. Expect demonstrations that affect booking flows for tours and activities, improved payment solutions, and integrations that enable richer travel experiences. From travel experiences and adventure activities to online virtual tours, museum tours with live guides and luxury adventure travel experiences, the technologies on display will ripple through cruise packages, safari tours, exclusive yacht charters for events, eco-friendly wildlife safaris, interactive online cultural workshops and even professional esports training programmes and beginner esports coaching sessions — all ultimately shaping how travellers book, pay and enjoy their trips.