Home of Luxury – Feedback from the Industry
After last year's bumpy premiere, ITB once again hosted the Home of Luxury in the Marshall House this year. Last year there were only 20 exhibitors out of the 30 that were planned. This year there were a total of eleven suppliers. LuxuryWise stopped by and spoke to current exhibitors, buyers, visitors, and prospective suppliers.
Supplier
Tobias Pflantz, Sani/Ikos Group
"The concept is virtually unchanged from last year. It would be exciting for us if additional meeting options were added, similar to the Buyer's Circle. In addition, the location doesn't exude luxury when you arrive. ITB needs to communicate earlier as well. There's still a lot of room for improvement when it comes to organizing exhibitors. We didn't opt for the Home of Luxury this year because we were informed too late. The Home of Luxury is clearly visible on the exhibition grounds this year, but in advance... ?! To get attention way ahead of the show, ITB should make targeted use of B2B media for the luxury segment and make registration easier. Why can't you simply be pre-approved if you are registered with LuxuryWise, for example? The Home of Luxury also needs to become more accessible for the luxury community. It is actually a very nice, relaxing space with a quiet atmosphere and much better air than in the main halls. If the concept is developed further, the Home of Luxury would be an attractive alternative with a reasonable rate."
Buyer
Marcel Kern, Luxury Dreams
"I have to be honest: this is a disgrace to our industry. It starts with the fact that there is a 'bulldog' bouncer at the door that hardly lets anyone in. And then there's this deserted, non-luxurious hall. That's a real shame. The Marshall House is such a great space and you could do so much with it. And there are countless other travel trade shows you could learn from! There are also many people in our industry who would gladly offer their advice. I'm a Berliner myself and would have liked us to shine a little here. It makes me seriously sad, but most of all I feel sorry for the exhibitors who are here."
Buyer
Nanin Mendling, Windrose
"I was at the Home of Luxury last year, but the atmosphere in the exhibition halls is much nicer and more vibrant. The energy that for me is part of a trade show, doesn't come across here at all. Personally, I wouldn't need the Home of Luxury as I can also meet my partners in the large exhibition halls. But if the Home of Luxury were set up in such a way that I could spend the whole day here, that would be something else. I could also imagine the travel trade show Unique here – it would definitely have that ITB flair."
Supplier
Matteo Pinnacchi, Olympia Waters
"The idea of the Home of Luxury is a good one – like a kind of mini-ILTM at ITB. Unfortunately, I've had a very bad experience here. As an organizer, you have to put in a lot more effort and investment. I had a total of twelve appointments, three of which were no-shows. The exhibitor sitting across from me even left a day early. It's very frustrating because there are almost no buyers here, and it doesn't feel like luxury at all. And then there's the strict access. The Home of Luxury is not exclusive, it's excluding."
Buyer
Melanie Mayer, Reiseservice Mayer
"I was a buyer at the Home of Luxury last year already and I am back this year. I think it's great here simply because the atmosphere is much, much quieter and there is a lot of daylight. The Home of Luxury actively approached me, and this year I received an incredible number of inquiries leading up to the show. That was great because I was able to pick out the exact suppliers which are most important for me. I can definitely see myself attending ITB appointments at the Home of Luxury in the future."
Buyer
Roman Melzer, Roman Traveldesign
"After a highly complex accreditation process to gain admission to the Home of Luxury in the Marshall House, I was very surprised at how little this space was used. The amount of daylight and the really nice atmosphere would be perfect for bringing together luxury hotels and luxury travel advisors. Unfortunately, dear ITB, this is a completely wasted opportunity!"
Supplier
Geraldine Gomboshaw, Maxx Royal Bodrum
"I was an exhibitor at the Home of Luxury last year, and I think it's a pity that the great potential of this space was not realized again this year. In fact, it was even smaller than last year. The number of exhibitors and even the decorations have been halved. But I am still a supporter: the building has daylight from two sides – and it looked fantastic in the most beautiful Berlin sunshine this year! It hurts my heart how little love is shown for this space. ITB is absolutely resistant to advice when it comes to the Home of Luxury, and unfortunately also when it comes to the selection of buyers who are admitted or rejected in advance. There is no music, no atmosphere, and nothing luxurious in here. Instead, I see empty tables and chairs everywhere. As in the previous year, I met other disappointed exhibitors who thought they were here to be in the middle of the action at ITB. With only eleven exhibitors, the show is losing its reputation in my opinion. It really pains me to see the wasted potential: the Home of Luxury actually has the potential to become a new Hall 9."
Supplier
Astrid Oberhummer, Lobster Experience
"I decided to exhibit at the Home of Luxury because I no longer wanted to improvise meetings with my valuable partners somewhere on the exhibition grounds. We have two tables here and have a total of 40 appointments that we have organized ourselves, which is perfectly fine for us. What I like is the peace and quiet here since you can focus entirely on the other person. But there has to be someone at the door who knows the industry and knows how to make the right selection. The furnishings could be higher quality – if you do luxury, you have to deliver luxury. Unfortunately, this doesn't work because the city of Berlin has so many strict rules and bureaucratic hurdles for the Marshall House. I wish the show would take our advice and experience into account. Some of the exhibitors here are real driving forces in the industry and add value to the Home of Luxury through their participation. I think it's a real shame that we believe in the Home of Luxury but the Home of Luxury obviously doesn't believe in us. What bothers me the most is that the entire luxury community, and especially my clients from the travel agencies, are not appreciated here."
Buyer
Jens Horbach, Derpart
"The admission for the Maxx Royal Bodrum Get-together Event worked well, otherwise it was even emptier than in 2023 when I visited. For me this is incomprehensible because this is such a great opportunity – the Home of Luxury is a real oasis. It's quiet here and it's great for doing business. Luxury exhibitors have a good chance of meeting the right people here. However, the whole thing needs to be organized much more professionally. Perhaps the Home of Luxury should look for an external partner for this and separate the organization from ITB. Overall, the concept is far too complicated and cumbersome. Suppliers and buyers should be able to make appointments without being threatened with blatant cancellation fees."
Buyer
Dirk Gowin, Select Luxury Travel
"I was an exhibitor at the Home of Luxury last year, but I received no requests from the Home of Luxury this year. I organized my own appointments, and what I have in the main halls is actually more productive for me. That's where I meet the experts. The people who are important to me are not at the Home of Luxury. The bouncer was also terribly awkward, and rude."
In a Nutshell
Of course, the second attempt at a completely new concept can still have the odd hiccup here and there, but how is it even possible that there were exactly the same problems as last year? After all, ITB had an entire year to eliminate or at least address the known points of criticism such as accessibility, availability, and communication. Perhaps then there would have been more than eleven exhibitors. It's a real shame, because the idea is still a good one and the Marshall House has great potential as a special location.