Shaping the Future of Hospitality: Hotelschool The Hague Hosts a Stage at ITB Berlin 2025, the World’s Largest Travel and Tourism Industry Event
At ITB Berlin 2025, the world’s most important travel industry conference, cutting-edge topics in tourism, innovation, and sustainability took center stage. Hotelschool The Hague (HTH) was not just a participant, but a driving force in shaping the future of the hospitality industry. Among those leading the charge was Mathijs Welle, CEO of MEWS and HTH alumni, whose insights on the rapid evolution of the hospitality industry in the “Gamechangers in Hospitality | Embracing Change and Innovation” session captivated a global audience.
Hotelschool The Hague’s Role at ITB Berlin 2025
As a member of the ITB Conference Board of Experts, Dr. Karoline Wiegerink, Professor of City Hospitality at HTH brought the hospitality industry's perspective to the convention. She connected HTH’s research knowledge and the extensive (alumni) network with industry experts in multiple inspiring panel discussions and keynotes that engaged professionals from around the world. At the Hospitality Track, she facilitated dynamic discussions on industry trends and innovation, shaping the content on the Blue Stage of the ITB Berlin Convention and guiding future initiatives throughout the year.
Key Sessions and Contributions
Moderated by Dr. Karoline Wiegerink, Jan Huizing, Alexander Schmidt, and Klaas Koerten, the sessions focused on pivotal topics, including:
- Regenerative Tourism
- Brand Engagement
- AI & Robotisation
Several experts took the stage, with HTH alumni also playing a prominent role. Matthijs Welle (CEO, MEWS), Trix van der Vleuten (CMO, The Social Hub), and Rogier Braakman (CEO, Mr Green Office Collection) contributed to the session “Gamechangers in Hospitality | Embracing Change and Innovation.” This session explored how the hospitality industry is evolving at an unprecedented pace, driven by new business models and technological advancements. The speakers shared their vision for the future of hospitality, the motivations that drive them, and the impact they are making. Insights, strategies, and success stories filled the room, inspiring the audience with practical examples of leadership and innovation.
We also want to thank our valued Industry Partners, who, amongst others, dedicated their time to discussing the topic “Who Needs ‘999’ Hotel Brands?”. Dimitris Manikis (President EMEA, Wyndham Hotels & Resorts) and Thomas Landen (Chief Marketing Officer at RoomPriceGenie) offered their perspectives on strategic choices in hotel branding. Should the industry consolidate or expand? This thought-provoking session featured some of the industry's largest brand owners, who shared their approaches to balancing growth and focus. Additionally, we are grateful to our HTH Educational Partners: Dr. Valentina Clergue (EHL), Carlos Martin-Rios (EHL), and Ian Yeoman (NHL Stenden), who also contributed their expertise to the hospitality track of the event.
Corporate Culture Clash Track
HTH lecturer Leadership and Organisational Behaviour Dana Jiménez Herrera, moderated the Corporate Culture Clash Track titled “Generation XYZ...unsolved? Bridging Generations, Blending Perspectives.” This session tackled generational stereotypes and fostered meaningful discussions on workplace diversity and collaboration. A podcast featuring father-and-son duo Roman and Lucas humourously addressed generational clichés, encouraging fresh perspectives on intergenerational teamwork. Click here to listen in.
About ITB
ITB Berlin is the world’s largest travel industry conference, offering keynotes, panel discussions, expert interviews, and awards on ground-breaking topics. The event covers areas such as travel technology, marketing and distribution, future travel, MICE, sustainability, and social responsibility. Hotelschool The Hague is pleased and honoured to have been invited for this significant role, contributing expertise and thought leadership to the event.
Looking Ahead to ITB Berlin 2026
The 60th edition of ITB Berlin will take place in 2026, with Karoline Wiegerink once again hosting the Hospitality Track, continuing HTH’s tradition of shaping global hospitality discussions.
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