On the subject of luxury at the ITB Berlin NOW Convention

Hand-picked speakers, innovative concepts, forward-looking approaches

As an ITB Berlin NOW partner in the luxury travel segment, we are looking forward to the luxury-focused program of the ITB Berlin NOW Convention 2021 with great anticipation. After all, luxury will once again be the subject of several sessions this year. At the ITB Marketing and Distribution Track on March 10, 2021 in particular, several sessions will deal extensively with innovative, forward-looking concepts of luxury in the travel and hospitality industry.

The speakers are hand-picked, they are pioneers of a new understanding of luxury that is gaining even more momentum due to the coronavirus pandemic.

Under the moderation of Marc Aeberhard, psychiatrist and psychotherapist Jeffery McCuthan will analyze how COVID-19 has sparked fear in us, influenced our understanding of quality of life and hospitality and how we can feel safe and secure again in these times. What must travel look like in the future to make it more meaningful again? Afterwards, pioneers of chalet icons, avant-garde hotel architects and trend researchers will discuss how innovative luxury hotels should be designed and operated in the future.

In further sessions, thought leaders will have their say on the new trends. Workation and long-stay stays in vacation destinations are currently viable alternative ways of living and working. Will these combinations become established or are they a passing trend? In addition, we will discuss how hotels can meet the extraordinary lifestyle of guests in post-hedonistic societies in the future: Mindfulness, respect, closeness to nature and sustainability will become an even stronger component of luxury hotel concepts and philosophies.

However, people are currently oscillating back and forth between archaic primal fears and the ongoing need for self-realization. The resulting tensions are creating an unprecedented challenge for the hospitality industry.
Top executives from established hotel groups such as the CEO of Hyatt and the CCO of Accor as well as CEOs from the cruise industry will also address aspects of the luxury tourism of the future.


Luxury sessions on Wednesday, March 10, 2021 in the Marketing and Distribution Track:


13:00 - 13:20: Redefining Customer Psychology: Travel Anxiety and Fear Management in the Post-COVID 19 Era
- Dr. med. Jeffry Mc Cutchan: Psychiatrist, psychotherapist and anxiety researcher, Lucerne Switzerland
- Marc Aeberhard: Owner Luxury Hotel & Spa Management Ltd, Zurich, Switzerland

13:25 - 13:55: What will the (Luxury) Hotel Industry look like in the Future?
- Marc Aeberhard: Owner Luxury Hotel & Spa Management Ltd, Zurich Switzerland
- Erik Nissen Johansen: Creative Director & Founder of Stylt Trampoli AB, Gothenburg, Sweden
- Fabian Eberle: Executive Chalet Manager CZP Chalet Zermatt Peak AG, Zermatt, Switzerland
- Jenny Southan: Editor & Founder Globetrender, London, United Kingdom

14:35 - 14:45: 1 Thought Leader - 3 questions - 9 minutes: New Luxury Concepts
- Marco den Ouden: General Manager Patina Hotels & Resorts, Malé, Maldives
- Marc Aeberhard: Owner Luxury Hotel & Spa Management Ltd, Zurich Switzerland

19:00: Anxiety demands, safety, shelter and nest-feelings: How does hotel architecture shape new concepts?
- Marc Aeberhard: Owner Luxury Hotel & Spa Management Ltd, Zurich Switzerland
- Erik Nissen Johansen: Creative Director & Founder of Stylt Trampoli AB


You can find the entire program here: www.itb.com/ITBBerlinNOW/Program/