Mobile communication devices are becoming an increasingly dominant aspect of the global travel industry. Business travellers as well as holidaymakers carry smartphones, mobile phones and netbooks in their hand luggage to ensure they can be reached anywhere and at any time. For the first time ITB Berlin is providing this fast-growing market with a platform of its own, and establishing itself in the mobile travel services segment at the earliest opportunity. There will be a centrally located presentation stage and an adjacent exhibition area, along with targeted marketing activities and a convention both for newcomers and professionals, providing trade visitors, exhibitors and the general public with expert, first-hand information. “Presentations and practical demonstrations of innovative products and services as well as fascinating discussion rounds with experts will help to make the wealth of mobile travel services comprehensible to the user, to travel managers and private consumers alike“, said David Ruetz, Senior Manager ITB Berlin.

Mobile communication devices boost efficiency and productivity on business trips, saving companies an average of 42 minutes per working day and employee. For holidaymakers they are increasingly becoming everyday travel companions. Irrespective of the fact that nearly 25 per cent of German holidaymakers check their e-mails several times a day, mobile electronic devices are increasingly replacing traditional travel guides. Innovative mobile phone applications and mobile internet access provide travellers with more flexible ways of obtaining directions, information and meeting people than language/travel guides, weather reports and tour organisers’ information, for example. Tour operators, travel agencies and tourism organisations also benefit from mobile networks, as they are more able to reliably reach and talk to customers.

ITB Berlin will also be catering to the booming market for specialist software for the tourism and mobile services sector with graphic demonstrations on the presentation stage. Examples showing that consumers are quick to accept the innovations offered them include the use of in-car sat nav devices and electronic boarding cards. Industry observers expect all airlines to be offering them by the end of 2010.