Travellers. Titans. Trailblazers.

The travel industry has well and truly turned the page on the pandemic. Travellers – no longer fearful or bound by restrictions – have taken a stand: travel they will, come what may.

However, even as travellers eagerly made up for lost time, operational chaos, sky-high prices and a labour shortage that translated into limited service took some joy out of those trips. While that didn’t deter those seeking to venture away from home in the near term, will the frustration make them think twice about travel in the future? Or will the siren song of adventures in lands far and near continue to lure them despite the challenges? And to what extent will the war in Ukraine and uncertain economic conditions dictate their travel decisions?

Travel companies remain optimistic, as shifting demand patterns bring new opportunities and engender confidence in their ability to face headwinds. Leisure travel is compensating for the slow return of business travel, the groups and meetings segment is mounting a strong rebound, and blended travel is becoming more common. But suppliers and intermediaries are cognizant that there is no going back to the way things were. Travellers expect the industry to do more to address their concerns around the environment and social good. At the same time, they seek value in return for parting with their hard-earned money. Winning over these demanding consumers is no easy task.

Size and incumbency may provide an advantage to the Titans of the industry, whether suppliers, intermediaries or technology players. But will that be enough to ensure continued success? This small group of powerful players will need to test the limits of loyalty with new schemes, perks, partnerships and pricing. Earning back trust lost during tough times, providing more transparency and offering better tools and technology are a start. But a singular focus on every aspect of the travel experience will be crucial for these titans to keep their crowns.

Meanwhile, changing industry dynamics open doors for those who wait in the wings, biding their time and ready to forge their own paths forward. These Trailblazers aren’t coy about their ambitions to become the titans of tomorrow. Technology may be at their core, but they know it isn’t enough. Building a foundation of trust, meeting travellers where they are and winning their hearts and minds – that’s the key to a successful future. Of course, these trailblazers face their own challenges as funding dries up and growth becomes harder to find. Still, travel is a prize worth fighting for.

Join us at Phocuswright Europe in Barcelona as Travellers, Titans and Trailblazers gather to discuss the industry’s future and where we go from here. Register now.

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