By Joe Mortimer
Importance of booking technology remains critical for travel industry.
Technology will play a key role in the 2008 instalment of ITB Berlin, following the increased demand for travel technology providers since the last event.
Organisers of ITB, the world's biggest b2b travel trade show, claim that the demand for technology has continued to grow following the launch of PhoCusWright@ITB - a semi-autonomous event within ITB dedicated to e-booking - in 2007.
"The ongoing potential and impact of technology on global travel distribution is so significant, that this year's PhoCusWright@ITB is being dedicated to a confluence of forces: technology and business," said Michaela Papenhoff, managing director, PhoCusWright.
"Getting technology right is mission critical to travel, tourism and hospitality success."
PhoCusWright@ITB will be focused on the theme "Success in Travel e-Business" and will include presentations from keynote speakers, round table discussions, 'Five minutes of fame' presentations and executive interviews.
ITB is set to take place from March 5-9 at Germany's Messe Berlin, while PhoCusWright@ITB will take place from 5-6 March in Hall 7.1b, Auditorium London 3.
The first ever PhoCusWright Bloggers Summit will take place on March 5 and the following day will be devoted to the Success in Travel E-Business programme.