Last week, Lato was present at ITB Berlin, one of the largest travel trade fairs in the world. Every year, thousands of professionals from the travel industry gather here to exchange ideas and look ahead to the future of travel. For the fourth year in a row, Lato was selected as an ITB Innovator: a recognition for companies that are at the forefront of technology in the travel sector.
From AI to social media: during various talks and panels, it became clear where the sector is heading. Here are some of the most notable insights:
AI is changing the travel industry, but it's not replacing humans
An important theme at ITB Berlin this year was the role of artificial intelligence in the travel industry. During the panel discussion “Check-in 2026 and Beyond: Technology Trends and Developments Shaping Hospitality,” it became clear that AI will not replace employees, but will play a crucial role in supporting them.
By automating administrative tasks and repetitive work, travel professionals will have more time for what really matters: personal contact with their customers.
In the future, AI will also help to better match travelers with, for example, the right hotel based on preferences, travel behavior, and previous experiences. However, this technology is not yet fully developed. For example, ChatGPT cannot yet book hotels directly. You still have to do this through a travel agency or booking platform.
Gen Z and Gen Alpha are shaping where we travel
Did you see the viral giant croissant from Paris on social media? No? Then ask a Gen Z colleague. Another striking theme at the trade fair was the impact of social media on travel behavior.
Younger generations seek travel inspiration in a completely different way. Whereas travelers used to flock to Paris to tick off classic sights such as the Louvre, young people now choose Paris as a destination based on—yes—a viral croissant. Inspiration increasingly comes from short videos and influencers, rather than traditional travel brochures. Authenticity plays an important role in this. Content that is spontaneous and filmed by travelers themselves is often perceived as more credible than classic marketing images.
This is also clearly reflected in the figures. TikTok is now the number one source of inspiration for travel, ahead of recommendations from family and friends. No less than 70% of users have already booked a trip after seeing the destination appear on the platform. Even more striking is that 22% of travelers book within 24 hours of being inspired by a video.
YouTube remains strong for travel storytelling
Although short videos dominate social media, longer video content remains important. According to insights shared by YouTube, many people watch travel videos not only on their smartphones, but also on a large screen at home. This makes the platform particularly suitable for in-depth travel stories and extensive destination videos. At the same time, YouTube Shorts is also growing in popularity, now reaching billions of daily views.
We are also responding to this trend at Lato. Videos can be integrated directly into travel proposals, allowing travelers to view inspiring visuals of their destination while reviewing their proposal. This not only makes travel proposals more inspiring, but also increases the likelihood that the proposal will turn into a booking.
Innovation at the trade fair: how AI speeds up travel proposals
Lato's AI-driven proposal tool once again attracted a lot of interest. Thanks to AI-driven PDF import, existing documents can be automatically converted into an interactive travel app that can be edited directly by the travel agent.
Texts are translated and hotel information is flexibly added via the company's own database, the integrated bed bank, or based on the information from the original document. This means that a job that used to take hours can often be completed in just a few minutes with Lato. Travel professionals can respond faster, work more consistently, and create visually stronger proposals.
In addition to all the technological insights, ITB Berlin remained above all a valuable opportunity to meet travel professionals from all over the world and exchange ideas.
The common thread was clear: technology will continue to transform the travel world, but the human factor remains essential. With many new insights gained, the Lato team is already looking forward to the next edition.