The Home of Luxury is a microcosm within the world of ITB Berlin. It’s an exclusive platform for the global luxury travel industry that encourages networking, business and exchange. We asked Deborah Rothe, Head of Business Development & Sales, ITB Berlin, to explain the concept.
The original idea was for the Home of Luxury to be housed in a special setting: an exclusive and private atmosphere in the middle of the action, surrounded by the hustle and bustle of ITB Berlin. The concept has obviously changed as one cannot just transfer a concept to a digital version.
The centrepiece this year is the Home of Luxury Café as a starting point: an “always available” place to exchange and get in touch with the luxury community. Hand-selected luxury buyers, suppliers and media are granted access by personal invitation or upon approval of an access request. The Café is open 24/7.
There are 3 areas: namely, the Office, the Kitchen and the Garden. The Office is a place to hold a meeting. People can just drop by, so it’s like a table within a Café that invites others to join anytime.
In the Kitchen, we’ll be having discussions about trends and challenges as well as Q&A’s, set to take place right after the luxury convention sessions as part of the official program.
The Garden is for mind and body. To start the day refreshed, attendees can take part in Morning Wake Up, Stretch and Meditation sessions before the official program begins.
In 2022, the focus will be on rebooting live encounters and meetings. However, we’re planning to combine the best of both elements, a physical event complemented by relevant online features.
Photo: Deborah Rothe – Head of Business Development & Sales, ITB Berlin
