5 Exhibitors to Visit at ITB Berlin 2027

Paid placement disclosure. These exhibitor sections are paid Shared Spotlight placements. Inclusion is not an award, ranking, or TradeShowIntel endorsement, and it does not affect independent Floor Picks.Disclosure version 2026-09

Five stands worth planning around at ITB Berlin 2027

ITB Berlin 2027 runs March 16 through 18 at Messegelände Berlin, one of Europe's largest convention and exhibition complexes. The show draws tens of thousands of travel trade professionals across segments ranging from destination tourism boards and tour operators to airlines, hotel groups, and travel-technology vendors. With multiple halls dedicated to distinct verticals, including a dedicated Airlines, Airports and Carrier segment and separate halls for Middle East destinations, a buyer without a planned route will spend more time navigating than meeting.

Booking.com, Emirates, Radisson Hotel Group, Amadeus, and Norwegian Cruise Line Holdings represent five distinct but complementary stops for a buyer whose work touches distribution, procurement, or product packaging. Taken together, they cover the full transaction chain: the platform layer where travelers search and book, the airline and hotel suppliers who fill that inventory, the technology backbone connecting them, and the cruise sector where multi-tier trade relationships are still negotiated face to face. Visiting all five in a single morning or afternoon is achievable with a clear walk order.

Why these exhibitors

A route built around real buyer jobs

These five exhibitors were selected because they collectively address the jobs a mid-to-senior travel trade buyer is most likely to be working on in 2027: renegotiating OTA distribution agreements (Booking.com), evaluating premium long-haul cabin contracts and fare structures (Emirates), contracting hotel volume or planning MICE programs across a multi-brand portfolio (Radisson Hotel Group), assessing airline or hotel technology modernization and corporate booking platforms (Amadeus), and building or expanding cruise packages across multiple price tiers from a single trade relationship (Norwegian Cruise Line Holdings). No single exhibitor covers all of those jobs, which is exactly why visiting the group as a set is more efficient than treating any one stand as the destination.

How to use this Shared Spotlight

Download the hall map before you arrive Messegelände Berlin spans more than 160,000 square meters of indoor exhibition space. Pull the official ITB 2027 floor plan from itb.com the week before the show and locate each of the five exhibitors. Note which halls are adjacent so you can group visits rather than crossing the site repeatedly.
Match each stand to your buyer role Each exhibitor card on this page lists the specific buyer jobs that make a stop worthwhile. Read those before you arrive and mark the two or three stands most relevant to your current procurement or planning cycle. That focus keeps meetings productive and prevents over-scheduled days.
Use the suggested route to reduce backtracking The route section below proposes a walk order based on typical hall adjacency at Messegelände Berlin. Follow it as a starting point, then adjust if ITB publishes a floor plan that places exhibitors in different positions than expected.
Book appointments at least two weeks out ITB exhibitors at this scale, including Amadeus, Emirates, and Radisson Hotel Group, fill their meeting calendars early. Use each company's trade portal or ITB's hosted-buyer appointment system to secure slots before the show opens. Walk-up conversations are possible but rarely result in substantive commercial discussions.

Floor-planning tip Block a single three-hour window on March 16, the first trade day, to walk all five stands in sequence, leaving the remaining show days free for follow-up meetings and the ITB Berlin Convention sessions on e-travel and sustainability.

TL;DR

5 stops worth planning

Suggested floor route

Walk the five stands in a logical sequence

Starting with Amadeus and Booking.com in the technology and OTA zones, then moving to Emirates in the Airlines and Carrier segment, crossing to Radisson Hotel Group in the Hotels and Hospitality halls, and finishing at Norwegian Cruise Line Holdings minimizes cross-site transit at Messegelände Berlin and keeps the walk under three hours at a steady pace.

1Booking.comPrioritize this stand if you are an accommodation partner, corporate travel manager, or OTA buyer evaluating global distribution reach, self-service business travel tools, or AI-driven trip planning capabilities.
2EmiratesPrioritize this stand if you are a corporate travel manager, tour operator or travel agency placing clients into premium long-haul cabins and need to understand the 2027 retrofit rollout schedule and available fare structures.
3Radisson Hotel GroupPrioritize this stand if you are a corporate travel manager, MICE planner, or hotel owner negotiating volume agreements or development deals across a multi-brand upper-upscale and lifestyle portfolio in EMEA or beyond.
4AmadeusPrioritize this stand if you are an airline commercial or IT leader evaluating PSS modernization, a hotel chain assessing cloud-native central reservation systems, or a corporate travel manager comparing Teams-integrated booking and expense platforms.
5Norwegian Cruise Line HoldingsPrioritize this stand if you are a travel advisor, tour operator, or group travel planner looking to package or sell across multiple cruise tiers from a single trade relationship.

Booking.com

Global online travel platform for accommodations, flights, car rentals, and attractions spanning hotels, homes, and unique stays.

About

Booking.com B.V., headquartered in Amsterdam and operating under parent Booking Holdings Inc. (Norwalk, CT), is an online travel agency founded in 1996. Its platform offers reservation services for approximately 4.0 million properties across 220-plus countries and territories in more than 40 languages, covering hotels, apartments, homes, and unique stays. The broader Booking Holdings portfolio includes Priceline, Agoda, Kayak, OpenTable, and Rentalcars.com.

Direct bookings accounted for the mid-60s percentage of Booking.com's B2C room nights in 2024, reflecting a large base of repeat and loyalty-driven users. The Genius tiered loyalty program delivers up to 20 percent off accommodation and up to 15 percent off car rentals, with perks such as free breakfasts and room upgrades. Booking.com for Business extends the platform to SMEs and corporate travel managers at no cost, adding spend controls, a traveler safety map, reporting, and corporate card integration. The European Commission has designated Booking.com a Very Large Online Platform under the EU Digital Services Act and Booking Holdings a gatekeeper under the Digital Markets Act, reflecting the platform's scale in European commerce.

At ITB Berlin 2027

No dedicated Booking.com exhibition stand with a confirmed booth number has been verified for ITB Berlin 2027. Based on prior years, Booking.com's presence at ITB Berlin has taken the form of conference participation, including panel appearances and speaker sessions in the ITB Berlin Convention's travel technology and sustainability programming. Visitors interested in Booking.com's accommodation supply, B2B partner tools, or AI trip-planning direction should check the ITB Navigator closer to the event dates for any confirmed sessions or meeting opportunities.

Accommodation platform: approximately 4.0 million properties in 220-plus countries and territories as of December 2024Alternative accommodations: 7.9 million listings under Booking Holdings, up 8 percent year-over-year in Q4 2024Booking.com for Business: free SME tool with spend controls, traveler safety map, and corporate card integrationGenius loyalty program: tiered discounts up to 20 percent on stays and 15 percent on car rentalsConnected Trip and AI trip planning: cross-vertical booking across flights, stays, car rentals, and attractionsOTACorporate TravelAI Trip PlanningAccommodation Distribution

Why visit

Prioritize this stand if you are an accommodation partner, corporate travel manager, or OTA buyer evaluating global distribution reach, self-service business travel tools, or AI-driven trip planning capabilities.

What to ask at the booth

What is the current mix of traditional hotel listings versus alternative accommodation listings on the platform?
How does Booking.com for Business handle spend controls, GST invoicing, and duty-of-care requirements for SME buyers?
What advantages does the Genius program offer corporate travelers compared to standard consumer rates?
How is the Connected Trip vision progressing, and which verticals are currently linked in the AI planning flow?
What onboarding and demand-generation support does Booking.com provide to accommodation partners at a destination level?

Emirates

Dubai-based international airline operating a wide-body Airbus A380, A350 and Boeing 777 fleet serving global destinations.

About

Emirates is a Dubai-based international airline founded in 1985 and operating as part of The Emirates Group, which employs more than 103,000 people from over 160 nationalities. The carrier operates an exclusively wide-body fleet of Airbus A380, A350 and Boeing 777 aircraft, averaging 10.7 years in age across 260 planes, and serves 148 destinations in 80 countries. In FY2024-25 the airline carried 53.7 million passengers, a 3 percent increase year on year.

Emirates operates four cabin classes: private First Class Suites, lie-flat Business Class seats in a 1-2-1 configuration with direct aisle access, a Premium Economy cabin featuring leather seats and leg rests, and a wide-body Economy cabin. A large-scale retrofit programme, expanded to cover up to 219 aircraft with 95 completions recorded as of May 2026, is progressively introducing the Premium Economy cabin across the Boeing 777 and A380 fleets, giving travel buyers a growing pool of four-class aircraft to place passengers on.

At ITB Berlin 2027

Emirates has a consistent presence at ITB Berlin, where it typically presents its full cabin portfolio and airline services to travel trade buyers. At the 2027 edition, visitors can expect to engage with the airline's product teams on topics including the ongoing wide-body retrofit programme, Premium Economy rollout routes, corporate and group fare structures, and Dubai stopover connectivity. The airline segment at ITB Berlin is positioned in Hall 25, which groups airlines, cruise lines and tour operators together for trade-focused conversations.

Wide-body-only fleet: Airbus A380, A350 and Boeing 777 across all routesRetrofit programme covering up to 219 aircraft, with 95 completed as of May 2026Premium Economy cabin expansion across Boeing 777 and A380 fleets53.7 million passengers carried in FY2024-25 across 148 destinationsCorporate and group booking agreements available for travel management companiesPremium cabinWide-body fleetRetrofit programmeLong-haul

Why visit

Prioritize this stand if you are a corporate travel manager, tour operator or travel agency placing clients into premium long-haul cabins and need to understand the 2027 retrofit rollout schedule and available fare structures.

What to ask at the booth

Which routes will feature the retrofitted A380 and Boeing 777 Premium Economy cabins in 2027?
What is the current seat count and configuration across First, Business, Premium Economy and Economy per aircraft type?
What corporate and group booking agreements and negotiated fares are available for travel management companies?
What connectivity and stopover options does Emirates offer via Dubai for long-haul itineraries?
What are the cargo capacity and freight product details across the network?

Radisson Hotel Group

One of the world's largest hotel groups, operating ten hotel brands plus meetings, loyalty, and digital booking platforms across 100+ countries.

About

Radisson Hotel Group, headquartered in Brussels and legally incorporated as Radisson Hospitality AB, traces its origins to 1960 and the opening of what is recognized as the world's first designer hotel, the Radisson Collection Royal Hotel in Copenhagen. Today the group operates ten distinct brands, including Radisson Blu, Radisson Collection, Radisson RED, art'otel, Park Plaza, and Prize by Radisson, across more than 1,460 properties in over 100 countries. A record year in 2024 added approximately 40,000 rooms to the portfolio.

For corporate and MICE buyers, the group offers Book it Easy, a real-time instant online booking platform for meetings and events across EMEA, alongside an AI-assisted planning tool called the Radisson Meetings Dream Machine. On sustainability, Radisson became the first hotel group to offer 100% carbon negative meetings in 2021, and its net zero by 2050 target has been validated under the Science Based Targets initiative Net-Zero Standard. Radisson Rewards positions itself as the fastest route to top loyalty tier in the sector, with an option for carbon-compensated green stays.

At ITB Berlin 2027

Radisson Hotel Group is a long-standing exhibitor at ITB Berlin, where it has historically presented its full brand portfolio, development pipeline, and expansion strategy to trade buyers in the international hotels segment. For visitors at ITB Berlin 2027, the stand is the primary point of contact for conversations across all ten brands, covering corporate account negotiations, MICE booking tools including Book it Easy, franchise and management deal structures, and the group's sustainability commitments under its SBTi-validated roadmap. Note that ITB Berlin 2027 is undergoing significant hall restructuring, with hospitality exhibitors relocating to CityCube Berlin; confirm the stand location directly with Radisson before arriving on the show floor.

Ten-brand portfolio including Radisson Blu, Radisson Collection, art'otel, Park Plaza, and Prize by RadissonBook it Easy: real-time instant MICE booking platform for EMEA propertiesRadisson Meetings Dream Machine: AI-assisted event planning toolSBTi-validated net zero by 2050 target and 100% carbon negative meetings offering2024 record growth: approximately 40,000 rooms added across 100+ countriesMICE bookingUpper-upscale hotelsSustainabilityFranchise development

Why visit

Prioritize this stand if you are a corporate travel manager, MICE planner, or hotel owner negotiating volume agreements or development deals across a multi-brand upper-upscale and lifestyle portfolio in EMEA or beyond.

What to ask at the booth

What is the current split of hotels in operation versus under development across your ten brands?
How does Book it Easy handle instant quoting and contracting for large MICE groups in EMEA?
What franchise, management, and development models do you offer owners in emerging markets?
How are you operationalizing your SBTi-validated net zero 2050 target at the individual property level?
Which regions and brand segments are you prioritizing for new signings in 2027?

Amadeus

Global travel-technology company providing distribution, IT and booking solutions for airlines, airports, hotels, travel sellers and corporations.

About

Amadeus (Amadeus IT Group, S.A.) was founded in 1987 and is headquartered in Madrid, Spain. With approximately 20,600 employees, the company provides technology across the full travel value chain: global distribution, airline passenger service systems, airport operations, hotel central reservation, and corporate travel and expense management. Its products serve airlines, airports, hotel chains, travel management companies, and corporate travel buyers worldwide.

Amadeus processed 539.5 million airline passengers boarded through its IT platform in 2024, an 8.0 percent increase year-on-year. Its cloud-native Amadeus Central Reservation System has been deployed by hotel groups including MGM Resorts across a North American portfolio. The company invested over €1.0 billion in R&D in the first nine months of 2025 and signed 61 new distribution contracts or renewals in that period, reflecting broad commercial reach across buyer segments.

At ITB Berlin 2027

No confirmed 2027-specific show content has been published for Amadeus at ITB Berlin 2027. Based on the company's product scope and its established presence in the Travel Technology hall at prior ITB Berlin editions, visitors working in airline retailing, hotel technology, corporate travel, or airport operations are likely to find relevant conversations across the Amadeus Travel Platform, Altéa PSS, ACRS, and Cytric Easy product lines. Buyers interested in NDC content aggregation, attribute-based hotel reservations, or Microsoft Teams-embedded travel management should plan time at the stand.

Amadeus Travel Platform: NDC and multi-source content aggregation for travel sellersAmadeus Altéa PSS: reservation, inventory, ticketing and departure control for full-service carriersAmadeus Central Reservation System (ACRS): cloud-native, attribute-based hotel CRS with MGM Resorts reference deploymentCytric Easy: corporate travel and expense booking natively embedded in Microsoft TeamsGenerative AI and agentic commerce roadmap across distribution and airport operations via Microsoft partnershipGDS & DistributionAirline PSSHotel CRSCorporate Travel

Why visit

Prioritize this stand if you are an airline commercial or IT leader evaluating PSS modernization, a hotel chain assessing cloud-native central reservation systems, or a corporate travel manager comparing Teams-integrated booking and expense platforms.

What to ask at the booth

How does the Amadeus Travel Platform handle NDC and multi-source content aggregation for our sales channels?
What is the migration path and timeline to Amadeus ACRS if we run an existing legacy hotel reservation system?
How does Cytric Easy integrate with an existing Microsoft 365 and Teams environment, and what savings have customers realized?
Which Altéa PSS modules, such as inventory, reservation, or departure control, can be adopted incrementally?
What does the roadmap look like for AI and agentic initiatives across distribution and airport operations?

Norwegian Cruise Line Holdings

A leading global cruise company operating Norwegian Cruise Line, Oceania Cruises and Regent Seven Seas Cruises, sailing to ~700 destinations worldwide.

About

Norwegian Cruise Line Holdings Ltd. is a Miami-headquartered public cruise company (NYSE: NCLH) founded in 1966 and operating more than 44,500 team members across three distinct brands: Norwegian Cruise Line, Oceania Cruises, and Regent Seven Seas Cruises. The combined fleet of 34 ships carries over 70,000 berths and calls at approximately 700 destinations worldwide.

The group addresses three separate buyer markets within a single corporate structure. Norwegian Cruise Line targets family and freestyle travelers with a large modern fleet. Oceania Cruises sits in the upper-premium, destination-intensive tier. Regent Seven Seas Cruises operates as an all-inclusive ultra-luxury product. Thirteen additional ships are on order through 2036, adding over 38,400 berths across the portfolio, and the group is developing private island destinations including Great Stirrup Cay.

At ITB Berlin 2027

Norwegian Cruise Line Holdings has a consistent multi-year presence at ITB Berlin in the cruise segment, where it presents all three brands under the Norwegian Family umbrella for the travel-trade market. Visitors can expect brand representatives able to discuss itinerary planning across contemporary, upper-premium, and ultra-luxury product lines, group and charter options, and the upcoming newbuild pipeline. The cruise segment at ITB Berlin 2027 is located in Hall 25.

Three-brand portfolio covering contemporary to ultra-luxury: Norwegian Cruise Line, Oceania Cruises, Regent Seven Seas Cruises34-ship combined fleet with 13 newbuilds on order through 2036Approximately 700 destinations served across all brandsPrivate island development at Great Stirrup CayGroup, charter, and travel-advisor trade partnership programsLuxury CruisingMulti-Brand PortfolioGroup & CharterNewbuild Pipeline

Why visit

Prioritize this stand if you are a travel advisor, tour operator, or group travel planner looking to package or sell across multiple cruise tiers from a single trade relationship.

What to ask at the booth

What is your 2026 to 2027 new-ship delivery pipeline across the three brands?
How do you differentiate Oceania Cruises from Regent Seven Seas Cruises for luxury clients?
What trade and agent commission structures and group charter options do you offer travel partners?
What is the timeline and guest capacity plan for Great Stirrup Cay and other private island destinations?
How does your Charting the Course strategy affect family-focused itinerary planning on Norwegian Cruise Line?

Before you leave the hall

Capture commitments and confirm next steps on-site

At a show the size of ITB Berlin, follow-up intentions made on the floor rarely survive the trip home unless they are written down with a named contact and a specific date. Before leaving each stand, confirm the right email or trade-portal contact for the next step, whether that is a rate proposal from Radisson Hotel Group, a retrofit schedule from Emirates, a sandbox access request from Amadeus, a distribution metrics review from Booking.com, or a group-rates sheet from Norwegian Cruise Line Holdings.

TradeShowIntel publishes updated exhibitor and event intelligence for ITB Berlin 2027 as new information becomes available. Check the event page for hall assignments, session schedules, and additional exhibitor spotlights closer to March.

ITB Berlin 2027 event page on TradeShowIntel Official ITB Berlin website

Frequently asked questions

Planning this ITB Berlin 2027 route

When and where is ITB Berlin 2027?

ITB Berlin 2027 runs from March 16 through March 18 at Messegelände Berlin in Berlin, Germany. The venue is one of the largest exhibition complexes in Europe, with multiple halls organized by travel segment.

Which halls should a corporate travel or hospitality buyer prioritize?

Buyers focused on airlines and carriers should head to the Airlines, Airports and Carrier segment, which has historically been housed in Hall 25 at Messegelände Berlin. Hotel and hospitality buyers should target the Hotels and Hospitality halls. Technology vendors including Amadeus typically exhibit in the Travel Technology zone. Confirm exact hall assignments on the official ITB floor plan published at itb.com before the show opens.

Who is this Shared Spotlight page designed for?

This page is written for travel trade buyers, including corporate travel managers, MICE planners, tour operators, travel advisors, and hotel or airline procurement leads, who want a deliberate floor route rather than an unplanned walk. It is not aimed at leisure travelers or first-time show attendees unfamiliar with trade contracting processes.

How do I contact the five featured exhibitors ahead of the show?

Each of the five companies, Booking.com, Emirates, Radisson Hotel Group, Amadeus, and Norwegian Cruise Line Holdings, maintains a trade or partner portal where buyers can request meetings or access commercial contacts. ITB Berlin also operates a hosted-buyer appointment system that allows pre-scheduled meetings with registered exhibitors. Both channels are worth using at least two weeks before the show opens.

Are these the only exhibitors worth visiting at ITB Berlin 2027?

No. ITB Berlin attracts thousands of exhibitors across destination tourism boards, tour operators, technology vendors, and supplier categories not represented in this guide. This Shared Spotlight covers five companies that paid for placement on this page and that collectively address a specific set of buyer jobs. Buyers should use the official ITB exhibitor directory to build a complete visit list beyond these five stands.