Phocuswright Europe 2023: New location, registration now open

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

However, even as travelers eagerly made up for lost time, operational chaos, sky-high prices and a labor 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? 

Travel companies remain optimistic, as shifting demand patterns bring new opportunities and engender confidence in their ability to face headwinds.

But suppliers and intermediaries are cognizant that there is no going back to the way things were. 

Travelers 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. 

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. 

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 travelers where they are and winning their hearts and minds – that’s the key to a successful future. 

Join us at Phocuswright Europe in Barcelona to discuss the industry’s future and where we go from here.  The program includes the Young Leaders Summit, Startup Program and Industry Roundtables on Monday, June 12 followed by two days of valuable Center Stage content on June 13 and 14, plus breakout sessions, receptions and the Exhibitor Showcase displaying all of the latest innovations.