What to expect

A conversation built around your business. No generic pitch. Tell us where data is creating friction, and we’ll explore how GIATA can help you reduce manual work, improve precision and build a stronger data foundation for growth.

Clean up property data with GIATA Multicodes

One hotel. One unique ID.

GIATA Multicodes cleans up data chaos by assigning a unique ID to every hotel and mapping it to supplier IDs.

That means you can:

• Prevent duplicate hotel listings
• Reduce costly booking errors
• Ditch manual verification work
• Build a reliable data foundation for AI and analytics
• Map long-tail and niche properties alongside mainstream inventory

Multicodes gives OTAs, Tour Operators, bed banks and travel technology providers the clean property data they need to sell with confidence.

Take control of hotel data with GIATA Drive

One platform. One source of truth. Global reach.

Updating hotel data shouldn’t consume your entire day. GIATA Drive lets you manage hotel and room data, images and factsheets from one centralized source and easily share updates across connected sales channels.

With GIATA Drive, you can:

• Centralize your hotel data in one platform
• Update and maintain content from one source of truth
• Share updates across 500+ sales channels
• Monitor who has accessed your content and when
• Structure your data for AI consumption
• Reduce repetitive work

The result? Consistent, up-to-date hotel information everywhere travelers look.

Make time for better data

Want to talk through your data challenges at WTM London? Fill out the form above to request a meeting with the GIATA team. Tell us what you’d like to discuss, and we’ll make sure your meeting focuses on what matters most to your business.

Impression of previous events

The German-speaking market remains one of the biggest opportunities for destinations and hoteliers. But opportunity alone no longer guarantees growth.

Today’s travelers discover, compare and book differently than they did just a few years ago. AI-driven search, metasearch platforms, dynamic packaging and increasingly fragmented distribution channels are transforming how hotels are found online. As a result, visibility has become directly tied to content quality.

That was the central theme of a recent industry event in Gran Canaria, where GIATA joined World2Meet (W2M) and Condor Holidays to share practical strategies for strengthening bookings from the DACH market in 2026. The event brought together hoteliers and travel professionals to explore how the German market is evolving and what hotels can do to remain competitive in an increasingly complex landscape.

The DACH Opportunity Is Still Strong

Germany continues to be one of the most important source markets for the Canary Islands. According to W2M, German travelers account for approximately 18% of reservations across the archipelago, while Condor operates around one million airline seats annually to the islands.

The demand is there. The challenge is standing out.

Travelers now move across multiple touchpoints before making a booking decision. They compare offers across OTAs, metasearch platforms, tour operators and AI-powered recommendation engines. In this environment, inconsistent content, outdated hotel information and fragmented distribution can quickly limit visibility and reduce conversion opportunities.

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Better Data Is No Longer Just Operational

Representing GIATA at the event, Antonio Rubio, Regional Sales Manager – Hotel Solutions, highlighted a shift that many hotels are already experiencing firsthand:

Content quality is no longer simply an operational concern. It has become a strategic advantage.

Clean, structured and precise hotel data helps ensure that properties are presented consistently across every digital sales channel. It reduces friction during the booking journey, improves traveler trust and enables hotels to compete more effectively in AI-driven discovery environments.

As artificial intelligence increasingly influences how travelers search, compare and evaluate options, structured data becomes the foundation that powers visibility, personalization and conversion.

From Visibility to Bookings

For hoteliers looking to grow demand from the DACH market, the discussion focused on several key areas:

1- Distribution Must Be Consistent

Travelers expect the same information wherever they encounter a property. Discrepancies between channels create uncertainty and reduce confidence at the moment of decision.

2- Content Quality Impacts Performance

Descriptions, images, room information and hotel facts all contribute to how travelers evaluate an offer. Accurate and up-to-date content directly supports stronger conversion performance.

3- AI Is Raising the Standard

Search experiences are becoming more intelligent and more personalized. Hotels with structured, verified data are better positioned to appear in relevant searches and recommendation engines.

4- Reputation and Trust Matter More Than Ever

Online reputation, transparency and content accuracy increasingly influence booking decisions, particularly among German travelers who often conduct extensive research before confirming a reservation.

Collaboration Drives Better Outcomes

Events like these demonstrate the value of bringing together different parts of the travel ecosystem. By combining perspectives from distribution, tour operating, airline partnerships and travel technology, hoteliers gain a clearer understanding of how to adapt to changing traveler behavior.

At GIATA, we believe better travel starts with better data.

By delivering structured, verified and consistently maintained data at scale, we help hotels reduce manual workload, improve decision-making and unlock new opportunities for growth. As the travel industry moves deeper into the AI era, the foundations of success remain the same: precision, trust and visibility.

A sincere thank you to World2Meet and Condor Holidays for creating a platform where knowledge, expertise and collaboration can help shape stronger results for the years ahead. Together, we are helping the industry prepare for the next generation of travel discovery and booking.

Talk to an expert →

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• The Hidden Infrastructure Behind Better Travel Bookings: Hotel Mapping and Room Mapping
• Staynex Partners with GIATA to Strengthen Global Travel Experiences with Trusted Hotel Data
• Meliá Hotels International Optimizes Global Content Distribution with GIATA Drive
• How Vincci Hoteles Turned Complexity into Consistency with GIATA
• Hotel Content Distribution: Why Your Hotel Isn’t Reaching 70% of the Market

What to expect

You’ll get all the benefits of being an exhibitor at WTM. Visibility, meetings, presence on the floor but you don’t have to deal with the usual effort behind it.

What you gain:

• Access: Connect with key players across the global travel ecosystem
• Visibility: Showcase your brand within a premium, high-traffic GIATA booth
• Simplicity: We handle the setup, so you can focus on conversations that matter

Impression of previous events

The Sound of ITB Was Familiar

If you want to understand the global travel industry in just a few days, you should go to ITB Berlin.

Walk through the halls early in the morning and you’ll hear dozens of languages before you’ve even reached your first meeting. Coffee cups in one hand, laptops in the other. People greeting partners they haven’t seen since last year. Others meeting for the first time, already discussing collaborations, partnerships, and new ideas. Every stand has its own little story unfolding.

And somewhere between those conversations, something interesting always happens. Ideas move forward. For us at GIATA, this year’s ITB carried an extra layer of meaning. While the industry gathered once again in Berlin to talk about the future of travel technology, we were also celebrating something special ourselves.

30 years of GIATA

Thirty years of working with travel data. Thirty years of partnerships across the industry. Thirty years of helping connect travel around the world.

So when the doors opened on the first morning of ITB Berlin 2026, our stand quickly became what we had hoped for, a place where people could meet, talk, reconnect, and sometimes just ttakke a a breathe for a moment in the middle of a very busy exhibition.

Looking back now, the three days passed incredibly fast. But a few moments really stayed with us.

The Doors Opened and the Stand Never Really Emptied

From the first morning, it became clear that this ITB would be a busy one. Our calendars were already full of scheduled meetings, but what we didn’t expect was how many unscheduled conversations would happen in between.

Partners, customers, and industry friends from all corners of the world stopped by. Some came to talk learnd more about our products, partnerships, or upcoming projects. Others simply came by to say hello after not seeing each other in person since the last ITB. Sometimes a five-minute catch-up would turn into longer discussion about new ideas.

Travel tech might be built on APIs, platforms, and data pipelines, but the industry itself is still very much built on relationships. And over three days, we had a lot of them.

The Travel Tech Café: A Familiar Meeting Point

One part of our stand that has become a tradition over the years is the Travel Tech Café, which we organize together with the ITB team. If you’ve attended ITB’s Travel Tech hall before, you’ve probably seen it. Over time, it has become a familiar meeting point for many people in the industry. A place where conversations continue after meetings, where partners reconnect, and where new introductions happen naturally.

What it actually became was a natural networking space, one of the liveliest corners of the hall. Throughout the day, the café was constantly filled with people catching up, discussing ideas, or simply taking a short break between sessions. At almost any moment, you could hear multiple conversations happening at once, often in different languages.

That’s exactly what the Travel Tech Café has always been about: creating a space where the travel tech community can meet, exchange ideas, and keep the conversations going beyond scheduled meetings.

The Soup Tradition That Everyone Looks Forward To

Another small tradition at our stand that many visitors now expect each year is our daily soup lunch. Around noon, we serve fresh soup as a quick and easy lunch option for people moving between meetings. ITB days are usually packed with back-to-back appointments, so having something warm, simple, and fast has become a welcome pause for many visitors.

Over the years, it has turned into one of those small stand rituals that people remember. This year was no exception, many guests returned during lunchtime, often saying they had been looking forward to it again.

It’s a simple idea, but it always creates a nice moment in the middle of a busy exhibition day. People gather around, grab a bowl, and continue their conversations in a slightly more relaxed way.

The Happy Hour That Turned Into Controlled Chaos

The first evening we hosted a Travel Tech Happy Hour at the stand with our partners Nezasa and AerTicket. We expected a relaxed networking moment. What happened instead was “a full house”. Within minutes, the stand became so crowded that moving from one side to the other required a bit of creativity. Our waiters tried their best to circulate with cocktails and snacks. But at some point the crowd made that mission nearly impossible.

So the event naturally turned into a self-service happy hour. People grabbed drinks themselves, conversations started everywhere, and the entire stand felt more like a spontaneous industry gathering.

To celebrate 30 years of GIATA, we also had anniversary cupcakes. Let’s just say: if you managed to grab one, you were among the lucky few. They disappeared surprisingly fast.

Three Days of Momentum

Often at large events, the first day is the busiest. This year, however, the energy never really slowed down. Day two felt just as busy as day one. Day three continued with the same pace.

Our team moved from meeting to meeting, conversation to conversation, barely finding time to catch a breath. But that’s exactly the kind of problem you want to have at ITB. What stood out most in those conversations was how central precise data has become in travel technology discussions. Which made the next moment particularly fitting.

A Simple Message From the eTravel Stage

On the afternoon of the third day, our CEO Mathis Boldt took the stage at the ITB Berlin Convention’s eTravel Stage. His keynote focused on one of the biggest topics currently shaping the industry: AI in travel technology. But instead of focusing on hype, he talked about the foundation behind it.

Your AI feature is only as good as your data.

It’s a simple statement, but an important one. As companies explore AI-powered tools and services, the real value still depends on something more fundamental: precise, structured, and well-maintained data.That’s exactly the space where GIATA has been working for the past three decades.

What Stayed With Us After ITB

Now that the halls are empty again and everyone has returned home, one thought keeps coming back. ITB is always about travel. But the real story is still the people. The conversations between meetings. The unexpected introductions. The ideas that appear somewhere between a coffee, a quick lunch, and a crowded happy hour.

For us, ITB Berlin 2026 was a celebration of 30 years of GIATA, a week full of inspiring conversations, and a reminder of how strong the travel tech community really is.

To everyone who visited our stand, joined the happy hour, shared a bowl of soup, or simply stopped by to say hello. Thank you for being part of it. Looking forward to continuing the conversations.

Let’s Connect for the Future of Travel.

The best time of the year is right around the corner and this one’s extra special. In 2026, ITB Berlin celebrates its 60th anniversary. At the same time, we mark 30 years of powering global travel technology from our hometown.

We’d love for you to join us to see what’s next in hotel mapping solutions, AI individualization, and sharing your hotel data from a single source of truth.

Whether you’re a hotelier, OTA, tour operator or tech partner, we’ve got the tools to turn your data into action.

Travel Tech Happy Hour

30 Years of GIATA: From Accuracy to Aperitifs

GIATA is turning 30, and we’re celebrating where it all began: our hometown.
Celebrating three decades of precision, partnership, and possibilities.

GIATA marks three decades in the travel tech and we’re throwing a party worthy of the milestone. And because no celebration is complete without a toast…

Join us at GIATA Stand for an evening packed with energy, great music, and even better company. A live DJ will set the vibe, drinks will be flowing, and delicious food will keep you fueled as we toast to three decades of innovation, partnerships, and unforgettable moments.

We’re looking forward to welcoming you together with our partners Nezasa and AERTiCKET.