Insights from Iain Stewart, Director at freetobook

Iain Stewart, one of freetobook’s Directors, reflects on his recent trip to ITB Berlin 2025 and shares his thoughts on the future of travel technology;

What an uplifting experience a visit to the ITB 2025 was! The travel tech space is buzzing with energy and ideas, and the sheer scale of the ITB is quite mind-blowing. For a business like ours, it’s a unique opportunity to meet with partners – such as RoomPriceGenie, Sweeply, and Stripe – see what’s happening across the industry, and catch up with old friends. More importantly, it serves as a valuable pulse check, allowing us to assess where the industry is heading and align our own strategies.

Unsurprisingly, automation, guest experience, and payments were hot topics this year – three areas we’re deeply involved in. ITB provided the ideal opportunity to discuss these with industry experts and stay ahead of emerging trends. What stood out was the crossover between travel and other industries; some of the most exciting innovations are coming from outside the sector, reminding us that guest expectations aren’t shaped solely by their travel experiences. The technologies they engage with daily – whether in retail, finance, or entertainment – are setting new benchmarks for service and convenience. See so many leading technology providers converging in one place, purely focused on travel, was truly exciting!   

Before heading to Berlin, Craig and I attended the Yorkshire Hospitality and Business Expo in Scarborough, where we had the chance to meet both existing and potential customers.  Demonstrating freetobook’s latest features and gathering direct feedback from hoteliers was the perfect warm-up for ITB.  It’s reassuring to know that we’re on the right track with our technology – though, as always, we know there’s more to be done. 

A highlight of our trip was staying with one our treasured customers in Berlin, Hommage a Magritte. This delightful hotel has operated without an OTA since starting out with freetobook over a decade ago – a rare and impressive feat. It was a great opportunity to learn from their experience and see firsthand how a strong direct booking strategy can thrive.

You can’t leave the ITB without a renewed sense of wonder for what travel tech has to offer. The event reaffirmed our enthusiasm for pushing boundaries and continuing to innovate.