For a long time, having our own stand at ITB Berlin didn’t feel like an obvious next step. Not because we were unfamiliar with the trade show or the tourism industry, but because exhibiting is about much more than booking floor space. It requires a solid concept, financial investment, extensive planning, and—most importantly—a compelling reason for people to stop and engage.
In 2026, we took that step for the first time—together with four other travel tech startups.
What emerged was far more than a shared exhibition space. Even before the event, our Travel Tech Startup Hub was featured by industry media, announced in an official ITB Berlin press release, and supported by the German Travel Association (VIR). During the show, our technology was used live as part of the VIR Travel Tech Tour, we joined a panel discussion on the Lighthouse Stage, and had countless conversations with industry professionals.
That visibility has since led to real projects—and paying customers.
A Shared Stand That Came Almost Too Late
The idea emerged after the regular exhibition registration had already closed.
Together with adigi, fanz, honeepot, and NewTravel, we wanted to create a dedicated space for German travel tech startups. Five companies with different solutions, but one shared audience and a common belief: rather than competing for attention, we wanted to combine our expertise.
That idea became the Travel Tech Startup Hub in Hall 5.1, Stand 135.
Bringing the project to life on such short notice was only possible thanks to strong partners. The German Travel Association (VIR) supported the hub financially, organizationally, and through active media relations. VIR connected partners, coordinated communication, and integrated the hub into additional ITB formats.
ITB Berlin itself also embraced the concept. Beyond making the late implementation possible, the organizers featured the network in their official press communications ahead of the event. Under the headline “Fresh Ideas in Hall 5.1”, ITB introduced the hub as a dynamic network of German travel tech startups presenting innovative solutions and new ideas for the tourism industry.
For us, this recognition meant more than additional visibility. It showed that the collaboration was valuable not only for the participating companies but also for the world's leading travel trade show.
And because a startup hub shouldn’t disappear among traditional exhibition stands, ours became one thing above all:
Orange.
Very orange.
The Story Began Before ITB—in Hamburg
The public story of our startup hub didn't begin with setting up the stand in Berlin.
A few weeks earlier, together with Michael Menzel (fanz) and Torsten Ostmeier (honeepot), we joined fvw | TravelTalk in Hamburg. During the live preview session, we introduced our companies and shared the vision behind the joint stand.
From the beginning, the idea was bigger than simply sharing exhibition space:
“We wanted to see how far we could go by combining our strengths and becoming the right point of contact for a wide range of challenges.”
The participating startups covered very different areas—from customer engagement and revenue management to AI-powered travel assistance, travel organization, and our digital group communication platform.
For visitors, this meant finding solutions for different challenges across the tourism value chain—all in one place.
fvw | TravelTalk highlighted both the concept and the participating companies, creating visibility well before the exhibition itself through industry media, VIR communication, and ITB's official announcement.
Our orange stand wasn't a spontaneous idea—it was the visible result of weeks of coordinated communication.
Turning a Product into a Real Experience
Throughout ITB, we spoke with destination marketing organizations, tour operators, cruise companies, tourism boards, and technology providers. Some matched exactly the audience we expected. Others came from sectors we hadn't initially considered.
Those unexpected conversations turned out to be some of the most valuable.
They reminded us that markets rarely follow neat target-group definitions. A solution developed for one use case often solves an equally relevant problem somewhere else.
At its core, elysium® addresses one simple situation: one person speaks to a group, but not everyone can hear or understand them equally well. Whether that happens during a shore excursion, factory tour, museum visit, or training session is secondary—the communication challenge is fundamentally the same.
Another lesson emerged repeatedly:
Features start conversations. Real-world value turns them into projects.
Customers naturally want to know what a solution can do. But what ultimately matters is whether it fits into everyday operations. How easy is setup? What do guests need? Can seasonal staff use it without training? Who provides support during the first live deployment?
That's why our technology wasn't just on display.
During the VIR Travel Tech Tour, participants visited several technology companies across the exhibition grounds. To ensure every presentation remained understandable despite the noise of the exhibition halls, elysium® provided a live digital audio stream.
Participants listened on their own smartphones with their own headphones. Instead of imagining how our solution would perform in a noisy environment, they experienced it firsthand in exactly the setting it was designed for.
For us, that was far more convincing than any feature list.
On Stage with Prof. Dr. Stephan Bingemer
Our presence extended beyond the exhibition stand.
Together with the other startups, we joined the Lighthouse Stage at ITB Berlin. The panel discussion was moderated by Prof. Dr. Stephan Bingemer, a member of our advisory board.
Under the title “The Future of Tourism: How Startups Reorganize Value Creation Between Guest, Data and Distribution”, we discussed how emerging technology companies are reshaping tourism.
The discussion wasn't about delivering five sales pitches. Instead, it explored broader industry questions:
Who will own customer relationships in the future? Where will value be created—in experiences, distribution, or data? And how will artificial intelligence transform established tourism structures?
The panel also had a very practical outcome.
Several contacts made through the discussion and our broader ITB presence have since become paying customers and active projects.
It reinforced something that's difficult to measure simply by counting booth conversations: meaningful visibility often pays off later. Companies hear about you on stage, visit your stand afterward, or reach out weeks later with a concrete project.
The stage and the stand weren't separate marketing activities—they strengthened one another. The stage generated awareness; the stand turned that awareness into conversations.
What ITB 2026 Changed for Us
ITB didn't just bring new contacts. It confirmed some assumptions—and challenged others.
The tourism industry is far more open to digital solutions than it's sometimes given credit for. Hardly anyone questioned whether technology was needed. Instead, the key questions focused on implementation: How easily can it be integrated into existing workflows? How do you get employees on board? What kind of onboarding and support is available?
One insight stood out in particular:
Digital doesn't mean impersonal.
Even digital products require accessible people, honest advice, and support during the first deployments. Trust isn't built by a polished interface or an automated checkout process alone.
It grows through conversations with people who listen, understand real requirements, and are willing to say openly when a solution isn't the right fit.
Our key takeaways from ITB 2026:
- Opportunities often emerge beyond your original target audience.
- Real-life demonstrations outperform product presentations.
- Features matter—but solving a real problem matters more.
- Digital products still require personal support.
- Shared visibility can be more powerful than five separate appearances.
- An industry stage can turn an initial conversation into a business relationship.
Looking back, our first shared startup stand became much more than additional exhibition space.
It demonstrated what can happen when startups combine their expertise, an industry association provides financial and communication support, and a trade show is willing to make room for a bold idea—even at the last minute.
For elysium®, ITB 2026 has already paid off—with new perspectives, real projects, and paying customers.
And if you happen to spot a very orange stand at ITB 2027, it probably won't be a coincidence. This time, we're planning to welcome seven startups from across the DACH region.
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