ITB Berlin gives “a comprehensive overview of the current state of the industry”

ITB Berlin News spoke with Sandra Hofherr, Product Manager for Scandinavia and the Azores at German tour operator Wolters Rundreisen GmbH, about how the importance of ITB Berlin for the industry and the specificities of the Scandinavian and Azores markets.

Why do you think ITB Berlin is such an important event for the industry?
ITB Berlin attracts exhibitors, experts and interested parties from all over the world. As a result, it offers a unique platform for the exchange of information, ideas and business opportunities on a global scale. The show covers various segments of the travel and tourism industry, including hotels, transportation companies, destination agencies, tourist boards, technology companies, tour operators and more. This diversity allows attendees to get a comprehensive overview of the current state of the industry.

Scandinavia is one of your main markets. How has that market changed in recent years? 
The COVID-19 pandemic has changed a lot of things. Many of our personal business relationships have been lost due to staff changes, especially in hotels. Relationships with hotel chains have also changed. There is a push to place bookings either directly on the chains’ booking platforms, or in booking centres. 

How do you select and collaborate with local partners in the Azores’ nine islands to ensure the success of these itineraries?
For years, we have maintained good relationships with various partners who operate directly in the destination area. They put their heart and soul into their work and have a great deal of expertise in managing the nine islands. This is an enormous advantage for us, and we can react quickly to changes and adapt our products. We are also able to provide our guests with the best possible local support, because the distances to the individual providers are short.