Top executives will be speaking on the AI Track on Wednesday 4 March
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ITB 2026: Industry experts join Travolution for AI Track
Major trade show, ITB, is back for its 60th year, 3-5 March, and this year Travolution is taking to the show in support of its AI Track.
The leading European B2B travel technology and digital travel publication, which recently started the process of absorbing leading French-speaking travel technology title, Tom.travel into its fold, will sponsor the AI track on the eTravel Stage on Wednesday, 4 March.
As part of its contribution, the media - as an official ITB Berlin Convention Partner & Sponsor, will proudly present content sessions with its partners.
The track, which hosts a star-studded line-up and agenda, including Head of Customer Engineering, EMEA North at Google; CEO of Rome2Rio and CTO of Fliggy, will feature a panel moderated by Travolution Editor, Kate Harden-England, alongside James Lemon, Head of Hospitality, Travel & High Growth Industries at Stripe and Stephanie Madée, Head of Product Management Selling Platform, Rail & TOIT at Amadeus.
The discussion will highlight how to lead with Agentic AI, by bringing executive perspectives from these experienced thought leaders for a conversation that will leave attendees with real tangible examples of efforts made by these industry giants.
Anne Pruvot, CEO at SNCF Connect & Tech, will also take to the stage to share use cases redefining travel with Agentic AI.
The session will be an opportunity to show how the company is putting technological innovation at the service of both customers and teams, deploying AI progressively and responsibly to simplify traveller journeys and deliver targeted, reliable, and impactful solutions.
SNCF Connect & Tech ensures that every action contributes to a clear goal, innovating to make sustainable mobility accessible to all.
"Agentic commerce is where AI moves from insight to action. In travel, that’s transformative, because journeys are not single transactions, but a chain of decisions, actions and services that need to work together," said Stephanie Madée, head of product management, selling platform, rail & TOIT at Amadeus,
Lemon added: "Agentic commerce will shift travel from ‘search and book’ to ‘describe and go’.
"The brands that win won’t just be discoverable — they’ll be purchasable, with payments that are frictionless, safe, global, and reliable," he said.
The AI Track, sponsored by Travolution and curated in conjunction with ITB, starts at 2:30pm in Hall 6.1 on 4 March, with SNCF Connect & Tech on at 3:20pm and the panel at 4:10pm.
