From AI Hype to AI Quality

At ITB Berlin last year, one topic dominated almost every conversation: Artificial Intelligence. The big question in 2025 was simple — “Do you have AI?”

At ITB Berlin 2026, however, the conversation has clearly evolved.

This year, the focus shifted from the existence of AI to the quality of AI results. Hoteliers, technology providers, and innovators are no longer impressed by algorithms alone. Instead, they are asking a far more important question:

This was evident at the dailypoint™ stand during ITB, where many AI companies approached us with a clear objective: access to structured guest knowledge. Through the Central Guest Profile, dailypoint™ consolidates guest data from all systems and touchpoints along the customer journey, creating a deep and unified guest insight.

For AI providers, this type of centralized guest knowledge is exactly what they need to deliver meaningful, high-quality AI-driven experiences.

So while AI was the buzzword of last year, the key takeaway from ITB Berlin 2026 is clear:

The future is not just about AI — it’s about AI powered by high-quality guest data.

Hospitality companies that have established a clear data strategy and a central guest profile above all systems are now leading the way in unlocking the real potential of AI.