2024 ITB BERLIN NEWS - DAY 3 Edition
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I TRADE TALK I<br />
<strong>ITB</strong> Berlin gives “a comprehensive overview<br />
of the current state of the industry”<br />
Sandra Hofherr,<br />
Product Manager for Scandinavia and the<br />
Azores, Wolters Rundreisen GmbH<br />
<strong>ITB</strong> Berlin News spoke with Sandra Hofherr, Product<br />
Manager for Scandinavia and the Azores at German<br />
tour operator Wolters Rundreisen GmbH, about how<br />
the importance of <strong>ITB</strong> Berlin for the industry and the<br />
specificities of the Scandinavian and Azores markets.<br />
Why do you think <strong>ITB</strong> Berlin is such<br />
an important event for the industry?<br />
<strong>ITB</strong> Berlin attracts exhibitors, experts<br />
and interested parties from all over<br />
the world. As a result, it offers a<br />
unique platform for the exchange<br />
of information, ideas and business<br />
opportunities on a global scale. The<br />
show covers various segments of the<br />
travel and tourism industry, including<br />
hotels, transportation companies,<br />
destination agencies, tourist<br />
boards, technology companies,<br />
tour operators and more. This<br />
diversity allows attendees to get<br />
a comprehensive overview of the<br />
current state of the industry.<br />
Scandinavia is one of your main<br />
markets. How has that market<br />
changed in recent years?<br />
The COVID-19 pandemic has<br />
changed a lot of things. Many of<br />
our personal business relationships<br />
have been lost due to staff changes,<br />
especially in hotels. Relationships<br />
with hotel chains have also changed.<br />
There is a push to place bookings<br />
either directly on the chains' booking<br />
platforms, or in booking centres.<br />
How do you select and collaborate<br />
with local partners in the Azores'<br />
nine islands to ensure the success<br />
of these itineraries?<br />
For years, we have maintained<br />
good relationships with various<br />
partners who operate directly in the<br />
destination area. They put their heart<br />
and soul into their work and have a<br />
great deal of expertise in managing<br />
the nine islands. This is an enormous<br />
advantage for us, and we can react<br />
quickly to changes and adapt our<br />
products. We are also able to provide<br />
our guests with the best possible<br />
local support, because the distances<br />
to the individual providers are short<br />
12 <strong>ITB</strong> <strong>BERLIN</strong> <strong>NEWS</strong> • THURS<strong>DAY</strong> 7 TH MARCH <strong>2024</strong> news.itb.com
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