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Digitalisation

ITB MICE FORUM: Companies are somewhere between stability and disruption

The changes currently taking place have shaken up companies. According to Nicole Brandes, International Management Coach and partner of Zukunftsinstitut, companies are in a situation somewhere between stability and disruption. It is all about meeting the challenges of tomorrow’s competitive market, and most senior executives regard “progress as going from  A to B“, said Nicole Brandes. “Maybe it makes them happy but it is not sustainable.“ From her long-term experience she knew that “behind success lies emptiness and helplessness.“ He who sets off into the unknown unleashes energy.

ITB MICE FORUM: It is important not to explore the whole world, but one’s own too

Once upon a time discoverers set off into the unknown and were thought of as mad, was how Nicole Brandes, a partner of Zukunftsinstitut, began her keynote at the ITB MICE FORUM. People like James Cook or Jacques Piccard explored the world, and people and societies had time to take in new information and get used to it.

Supporting the brand experience: virtual reality in the trade show sector

Purely virtual trade shows will never be able to replace the human contact at the real thing – David Ruetz, Head of ITB Berlin, shared his conviction in a discussion at the ITB Virtual Reality Lab. “A handshake cannot be made digitally over the internet,” Ruetz explained at ITB Berlin. However, there are many stations along a trade visitor’s customer journey where digital technologies can be meaningfully implemented. These range from trade show preparation and navigation at the show through to follow-up.