Written by Kris Roemer, Head of Sales at P3 Hotel Software

ITB Berlin 2025: Building Relationships and Showcasing Innovation

Earlier this month, our executive team had the privilege of attending ITB Berlin 2025, the world's leading travel trade show. Operating from the Oracle Hospitality stand as a strategic partner, we were positioned at the heart of hospitality technology innovation among 5,800 companies from 170 countries, with over 100,000 industry professionals in attendance.

Global Reach, Meaningful Connections

What struck me most about this year's event was the exceptional quality of engagement. With 87% of attendees being international, ITB Berlin truly lived up to its reputation as the world's leading travel trade show. The visitors we encountered demonstrated impressive knowledge and genuine curiosity about hotel technology solutions, allowing for substantive conversations about how P3's offerings can address specific operational challenges.

Working alongside our strategic partner Oracle Hospitality provided an invaluable opportunity to deepen our relationships with their sales representatives and solution engineers. These collaborative interactions enabled us to showcase P3's product innovations and demonstrate how our solutions complement and enhance the Oracle Opera PMS ecosystem.

Customer Success Stories: The Ultimate Validation

Numerous P3 customers have validated the effectiveness of our booking technology. This is evidenced by Herbert Park Hotel & Park Residence in Dublin, who have seen a dramatic shift in their distribution mix since migrating to P3's Custom Booking Engine. Previously, only about 16% of their room nights came directly from their website, with over 40% coming from OTAs. Now, their direct business has grown significantly, with steady month-over-month improvements:

• December 2024: 25% direct vs. 34% OTA

• January 2025: 23% direct vs. 22% OTA

• February 2025: 32% direct vs. 33% OTA

Real-world results such as those shared by Herbert Park Hotel & Park Residence validate our approach to creating intuitive, high-performing booking experiences that drive direct revenue for our hotel partners.

Industry Trends: AI and Sustainability Leading the Way

Despite ongoing economic and geopolitical challenges, the atmosphere at ITB Berlin was overwhelmingly positive, showcasing our industry's remarkable resilience. Two megatrends dominated discussions throughout the event:

1. Digital Transformation and AI: The hospitality industry is embracing AI-powered solutions, particularly for enhancing payment processes and creating seamless travel experiences. At P3, we're excited to explore how these technologies can further optimize our solutions.
   
   

2. Sustainability: Environmental responsibility continues to be a priority across the travel sector. We were inspired by numerous conversations about how technology can support hotels' sustainability initiatives.

Looking Ahead

The connections made and insights gained at ITB Berlin 2025 will help inform our product roadmap and strategic partnerships in the coming year. Working alongside our CEO Phelim Pekaar and CTO Peter Hinds at the event allowed us to align our sales approach with broader company vision and technical capabilities.

As we return to our offices energized by this experience, I'm more confident than ever that P3 Hotel Software is well-positioned to help our hotel partners navigate the rapidly evolving hospitality technology landscape. By maintaining our focus on innovation, customer satisfaction, and strategic partnerships, we'll continue to deliver solutions that drive meaningful results for hotels worldwide.

Kris Roemer is Head of Sales at P3 Hotel Software. With extensive experience in hospitality technology, Kris leads the company's global sales strategy.