The conversation at ITB Berlin 2026 was noticeably different this year.

Less about new features. Less about standalone tools.
More about how technology actually works in practice, and how it supports faster, smarter decisions across the business.

A few weeks on, that shift is even clearer.

Set against a backdrop of ongoing uncertainty, with external factors already influencing parts of the travel and hospitality landscape, the focus at ITB was not just innovation for its own sake, but technology that can respond, adapt, and deliver in real operating environments. There was a clear emphasis on resilience, flexibility, and the ability to navigate changing conditions with greater confidence.

Based on on-the-ground insights from ExploreTECH at ITB Berlin, including input from our Principal Consultant Partnership & Affiliations  Vicky Varfis, several consistent themes now stand out. These are not just trends, but meaningful shifts in how hotel technology is being designed, connected, and used.

1. The rise of agentic AI

One of the clearest developments from ITB is the move toward more autonomous AI capabilities.

Solutions are evolving from providing insights to taking action. Instead of simply surfacing recommendations, AI is now executing tasks, making adjustments, and responding to real-time conditions with minimal human input.

This shift is already visible across a growing range of product types. AI-powered guest messaging platforms are handling conversations and converting upsell opportunities automatically. Revenue management systems are making pricing and inventory decisions dynamically, without manual intervention. Operational management tools are assigning tasks, triggering workflows, and responding to issues as they arise.

What defines this shift is autonomy. AI is no longer just supporting teams, it is increasingly acting on their behalf.

The result is faster execution, reduced manual workload, and more consistent decision-making across the business.

 Explore Automation and AI solutions on ExploreTECH

 2. AI is becoming the operating layer

Alongside this shift toward autonomy is a broader structural change in how AI is positioned across the technology stack.

Rather than sitting alongside existing systems as a separate capability, AI is increasingly embedded within them. It is shaping how guest engagement is delivered, how operational workflows are managed, and how commercial decisions are made in real time.

This moves AI beyond standalone tools into something more foundational. It is becoming the layer that connects data, systems, and decision-making across the business.

In practice, this means AI is influencing everything from guest engagement platforms and revenue management systems to property management systems (PMS) and broader operational software, enabling more connected and responsive environments.

The implication is clear. Hotels are no longer adopting AI as a feature. They are beginning to rely on it as an integrated layer that underpins the entire technology ecosystem.

Explore how AI and automation are shaping hotel technology on ExploreTECH

 3. Unified tech stacks are becoming a priority

The need for connected systems came up consistently across discussions at ITB.

Hotels are placing greater emphasis on building integrated technology environments where core systems and operational tools work together seamlessly, rather than relying on disconnected point solutions.

This shift is being driven by both operational pressure and rising expectations around data visibility and decision-making. When systems are fragmented, teams are forced to work across multiple interfaces, data becomes inconsistent, and opportunities for automation are limited.

As a result, greater focus is being placed on how key systems connect. This includes tighter integration between Property Management Systems (PMS), Revenue Management Systems, guest engagement platforms, and broader operational software such as housekeeping and maintenance tools.

What is becoming clear is that performance is no longer driven by the strength of individual solutions, but by how effectively they function as part of a connected ecosystem.

This also reflects a shift in how technology is evaluated. Integration capability, API maturity, and ecosystem compatibility are moving from secondary considerations to core decision criteria.

Explore PMS and Operations solutions on ExploreTECH

4. Revenue intelligence is embedded in operations

Revenue management is becoming more closely linked to day-to-day operations.

Rather than sitting as a standalone function, revenue intelligence is increasingly influencing decisions across the wider business. Real-time data is now shaping not only pricing and forecasting, but also inventory control, distribution strategy, and on-property execution.

This shift is being enabled by tighter integration between Revenue Management Systems, Property Management Systems (PMS), distribution platforms like Channel Managers, and guest engagement tools, allowing insights to flow more seamlessly across departments.

In practice, this means pricing decisions can respond instantly to changes in demand, availability, and booking pace, while operational teams can align staffing, inventory, and service delivery accordingly.

This level of coordination is becoming critical in an environment where conditions can change quickly. Hotels that can connect revenue intelligence to operational execution are better positioned to react faster, optimise performance, and capture incremental revenue opportunities.

Explore Revenue Management solutions on ExploreTECH

5. Real-time decision-making is becoming the norm

One of the underlying shifts across discussions at ITB is how quickly decisions now need to be made, and how widely that responsibility is being distributed across the organisation.

Rather than relying on centralised reporting or delayed analysis, hotels are increasingly operating in environments where decisions are made continuously, supported by live data and connected systems.

This is being enabled by real-time insights across core platforms, from business intelligence tools and revenue systems to operational dashboards and guest engagement platforms. Data is no longer confined to individual departments, but shared across teams, allowing for faster alignment and more coordinated action.

In practice, this means teams can respond immediately to changes in demand, adjust strategies dynamically, and act with greater confidence and speed.

As this shift accelerates, the ability to make and act on decisions in real time is becoming a key differentiator in an increasingly dynamic operating environment.

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Stepping back from the event, the takeaway is not just that technology is evolving, but that expectations around how it should function are changing.

ITB this year reinforced how closely hospitality technology is tied to a broader operating environment that is becoming more complex and less predictable.

The focus is moving toward systems that are connected, intelligent, and capable of supporting real-time decisions across the organization.

For hotel teams, the challenge now is not discovering more tools, but identifying the right solutions that can work together, scale effectively, and deliver impact in practice.