Phocuswright Europe 2022: Theme launch and registration open

The travel industry has survived two years of extremes – from the lows of pandemic shutdowns to the highs of pent-up consumer demand.

The “recovery” has been inconsistent, and travel companies remain optimistic, but cautious, as they forge ahead. The lessons learned have been tricky to navigate: be guarded, but flexible, and never lose sight of the prize ahead.

As travel comes out the other side, there is a sigh of relief, but much work still needs to be done. The old rulebook may be set aside, but a new one must be written that embraces the traveler, sustainable practices and the technological achievements that make progress possible.

Travel companies have learned many lessons in the recent past, all while juggling government regulations, safety protocols, product availability and consumer demand. Hopefully all that confusion will soon be left behind in pandemic dust as the industry rekindles lost business and builds new revenue streams.

But just when consumer demand returns with a vengeance, the industry faces a new challenge: how to act responsibly toward the environment and society while still growing revenue and honoring travelers’ requests. Travel companies must walk a fine line between pursuing a viable, green future and meeting the demands of hungry travelers, some of whom are venturing out for the first time in two years.

Reducing carbon emissions and protecting destinations is important, but charting a course that is fulfilling, transformative and meaningful for all stakeholders is even better. This balancing act requires taking solid steps to build a sustainable future while expanding the traveler’s mindset toward new experiences, so everyone benefits.

The green light to travel has once again opened the floodgates, breathing new life into the European travel sector. But a lot has changed over the course of two years. Travelers have different expectations now, and the bar keeps getting raised on how to service them (just when labor shortages are an issue).

Yes, the travel industry has survived years of extremes, and it’s time to celebrate. But it’s also time to reassess what the next decade will look like. Fast Forward – A Strong, Sustainable Future lies ahead.

Phocuswright Europe is BACK!