ITB Berlin’s Key Takeaways, According to Our CEO, Mai Shalaby

Every year, the global hospitality industry gathers at ITB Berlin to discuss the trends shaping the future of travel. This year, one theme stood out clearly: implementing AI tools is a must.

Conversations across hotel owners, operators, and technology providers revealed a shift in mindset. The focus has moved from understanding AI to integrating technology in ways that improve day-to-day operations and decision-making.

According to Kwentra CEO Mai Shalaby, three major shifts are shaping how hoteliers are thinking about the future.

1. AI Is Moving from Buzzword to Operational Tool

AI has dominated discussions throughout the event, but the tone of the conversation has changed. Hoteliers are asking how to integrate AI more efficiently and seamlessly into their daily operations.

The most promising applications discussed include automating repetitive operational tasks, supporting staff with real-time insights, predicting demand to optimize pricing strategies, and personalizing guest experiences at scale.

For hotel teams, the real opportunity lies in augmentation, rather than replacement. AI can handle administrative and repetitive work, allowing staff to focus on what matters most in hospitality: delivering unmatched guest experiences.

In a nutshell, the perspective is shifting from automation replacing people to technology empowering hotel teams to perform better.

2. Owners Want Real-Time Visibility, Not Monthly Reports

Another clear theme from conversations with owners and operators is the growing demand for real-time access to hotel performance data.

Traditionally, many hotel owners, particularly in emerging hospitality markets, have relied on periodic performance reports to summarize results. While these reports provide useful insights, they often limit the ability to react quickly to changing market conditions. Something hotel owners can no longer accept.

Alternatively, hoteliers want direct visibility into how their properties are performing at any moment. This includes metrics such as occupancy performance, revenue trends, operational KPIs, and comparisons across multiple properties.

The industry is clearly moving from delayed, after-the-fact reporting to real-time decision-making.

3. Technology Should Simplify, Not Complicate

Relying on technology means simplifying workloads on hotel staff, but what happens when it turns into a huge number of disconnected systems that they must manage every day?

Many properties rely on multiple platforms for reservations, reporting, operations, and guest management. While each system may serve a specific function, the lack of integration often leads to fragmented workflows and operational complexity. Therefore, the need for an all-in-one system is born.

The direction emerging across the industry is clear: hotels are moving toward integrated ecosystems that simplify operations rather than complicate them.

Centralized platforms that connect different operational functions can reduce system fragmentation, streamline daily workflows, and give hotel teams a clearer view of their operations.

Kwentra Leading the Shift in Hospitality Technology

At Kwentra, we are proud to pioneer this movement across the MENA region by integrating AI across our solutions.
From daily operational tasks and reporting to user-friendly dashboards that deliver real-time visibility, we are building an all-in-one platform designed to adapt to the dynamic nature of hospitality technology.

This includes front desk operations, where teams manage reservations, guest interactions, and service requests more efficiently through streamlined and automated processes, as well as back-office functions such as reporting and inventory control.

Kwentra also supports scaling revenue management, enabling teams to monitor occupancy, demand trends, and pricing strategies through AI-generated reporting and real-time customizable dashboards.

To further reduce repetitive work, we also introduced our AI assistant, K-AI, at ITB Berlin 2026.
K-AI handles routine administrative tasks and suggests quick solutions, allowing hotel staff to focus more on delivering exceptional guest experiences.