GBTA + VDR Europe Conference 2025 in Hamburg Spotlights Advocacy, Innovation and Resilience in European Business Travel

Business travel’s evolving landscape and the drive toward a more sustainable future took center stage this week at the GBTA + VDR Europe Conference 2025 in Hamburg. From 10–12 November, the CCH – Congress Center Hamburg hosted one of Europe’s largest gatherings of business travel and meetings professionals, where industry leaders, practitioners and innovators came together to share insights, tackle emerging challenges and chart a course for what’s next in corporate travel.

Luxury Hotel Market to Reach $181.5 Billion, Globally, by 2034 at 4.9% CAGR: Allied Market Research

High-end travelers increasingly seek tailored services that go beyond traditional luxury, such as curated local experiences, wellness-focused amenities, and tech-enabled customization. Luxury hotels are leveraging AI-powered guest profiling, loyalty data, and mobile apps to offer individualized itineraries, customized dining options, and room preferences from lighting to pillow types.

All-in-One PMS: The Gift that Keeps On Giving

As we move toward 2026, the conversation around property-management systems (PMS) has evolved from functionality to philosophy. No longer is it enough for a PMS to handle check-ins, manage housekeeping, or reconcile payments. Today, the system at the heart of a hotel must serve as the operational nucleus connecting every touchpoint of the guest journey and every department behind it. The hotels leading the charge are those that have embraced the all-in-one PMS model, a unified platform built to empower efficiency, enhance revenue, and future-proof operations.

The First Touchpoint is the Most Telling

Some details whisper. Others change the way a place is remembered. In high-end hospitality, the key card has evolved from a necessity into a small but unmistakable signal of taste. Sleek isn’t enough anymore—guests recognize materials, tactility, intention. A card that feels considered in the hand sends the same message as a beautifully curated suite: nothing here is standard.

Adeera signs new deal to deploy Amadeus Digital Media in Saudi Arabia

Saudi Arabia-based Adeera has signed a new agreement to use transformative travel technology, Amadeus Digital Media. Through advanced omni-channel advertising strategies, Adeera will be able to better reach travelers at the moments they are most likely to book, across paid search, display, and social media. Thomas Grundner, Chief Commercial Officer at Adeera, says: “Using Amadeus’ market intelligence, we will be able to refine our outreach and offer travelers more compelling reasons to choose Adeera. The ability to integrate marketing, distribution, and data insight into a single platform stands out as a significant advantage. “Beyond the product, we appreciate the partnership approach with Amadeus and the opportunity to grow together as Adeera expands. This mix of technology and collaboration provides us with the foundation we need to achieve our ambitious growth goals.” Adeera is working to transform hospitality in Saudi Arabia, showcasing the kingdom’s rich tradition of hospitality…