STORY Hospitality makes ITB Berlin debut

Abu Dhabi-headquartered STORY Hospitality will attend ITB Berlin for the first time from March 3–5 2026, marking a strategic step in deepening its engagement with European travel and investment partners.

As one of the world’s largest and most influential travel trade shows, ITB Berlin brings together global destinations, hospitality brands, tour operators and investors under one roof in the German capital. 

For STORY Hospitality, whose hospitality portfolio spans the Middle East, North Africa and the Indian Ocean, Europe represents both a key source market and a region of selective growth opportunity.

Across its properties, European guests account for approximately 25% of all STORY Hospitality profiles, with that share reaching around 40% at properties in Seychelles and Abu Dhabi, 35% in Rabat and 10% in Dubai. 

The group sees ITB as a vital platform to nurture and expand this demand while introducing its STORY Hotels & Resorts and CUE Hotels brands to new partners.

“ITB Berlin is one of the most important global marketplaces for our industry, and Europe is already a strategic market for STORY Hospitality,” said Victor Abou Ghanem, CEO of STORY Hospitality. 

“A significant proportion of our guests come from Europe, particularly to our destinations in the Middle East, North Africa and the Indian Ocean. Being present in Berlin allows us to meet many of our existing partners in one place, while also presenting our brands to new trade partners and potential owners who are looking for distinctive, experience-led hotels for their clients and portfolios”. 

“For us, success at ITB means building long-term, value-driven relationships that translate into stronger contracted business, qualified development leads and greater brand visibility across Europe.”

STORY Hospitality’s objectives at ITB 2026 centre on strengthening and expanding its European network across both travel trade and investment communities.

The group aims to deepen relationships with established tour operators, corporate travel partners and key accounts, while opening new distribution channels with agencies and consortia seeking fresh, lifestyle-oriented and highly reviewed products in core destinations.

In parallel, STORY Hospitality plans to explore conversations with owners and developers interested in partnering with a flexible, performance-driven management company with proven expertise in premium, lifestyle, business and resort properties. -TradeArabia News Service