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MEET IN EDICIÓN ESPECIAL FERIAS 2022 / SPECIAL EDITION SHOWS 2022 INTRO
huge volumes of data and manage them eectively, thanks to
new technological advances, can achieve a product fully
adapted to the needs and tastes of the customer to oer it at
the right time and in an exact manner.is leads to satisfac-
tion and, even better, to loyalty.In addition, this occurs at a
post-pandemic time when the customer wants to use a ser-
vice dierently than before, due to having new values.
A variable such as the price has ceased to be the corner-
stone for many people, and companies need to work hard to
offer exactly what the customer demands, assuming that
they have a good product. e challenge is
exciting, as are the advances that the in-
dustry announces every day (as the speed
of the digital progress is outrageous), but
it requires eort and a lot of investment.
SUSTAINABILITY: AWAKENING OF
CONSCIOUSNESS
The old ecologists of the seventies and
the sailors of the Rainbow Warrior, who
reminded us several decades ago that
whales are our friends, must be really
surprised. Finally, after years of aware-
ness-raising efforts, their key message
has spread –sustainability has become
an essential element for industry and
consumers.
In previous issues of MeetIN, we have echoed the rm com-
mitment to sustainability and respect for the environment of
sectors such as the aviation industry. e use of “bio” fuels
(some originating from used oil), the substitution of pollut-
ing devices by others with higher energy eciency (a true
“space race” between Boeing and Airbus),
ecient waste recycling cycles, elimina-
tion of plastics (by means of substitution
by other materials made of paper or bam-
boo) and of single-use items, ranging from
the cutlery to blanket covers), using digital
boarding passes instead of the traditional
paper ones... even recreating shark skin on
the airframe using paint to overcome air
resistance with lower energy costs. But
there is still more. An airline recommend-
ing using the train for short trips instead of
taking the plane? It is clear that the world
has changed.
Watch out, everyone collaborates here,
and even the traveler can do their bit to
oset the carbon footprint caused by their
travels. And if we go to the extreme, there is even a spreading
trend that reveals, literally, the “shame of ying.”
Ultimately, it is a global movement. Limiting daily washing
of towels, using more ecient lighting systems, eliminating
amenities ... Does this sound like your last visit to a hotel?
And in the case of land transport and urban mobility, these
sectors are already thinking decidedly in terms of electricity
or, at least, in terms of non-polluting engines and the optimi-
zation of travel through vehicle sharing. Public transport, an
option traditionally chosen for its low price, is now the new
sustainable benchmark.
e movement for sustainability has come to stay, espe-
cially since time is running out and the line of irreversibility,
according to numerous studies, is getting closer every day.
e gure is the new, a year in which the world can
change, depending on what we do in the remainder of the
decade. e consumer knows it, has internalized it, and de-
mands it from their supplier companies. Fortunately, the lat-
ter have understood the message and got down to work.
In addition, as a side eect of this global movement, para-
doxically a movement has originated that is not so much
anti-globalization as it is respectful and recognizant of the
local market and trusted suppliers.is, in markets such as
auxiliary services for , takes on a dimension that forces
us to rethink the business and the objective of our actions
from the professional point of view.
In short, security, technology, and sustainability are and
will henceforth become the essential elements of any strate-
gy, of any interdepartmental meeting, shareholders’ meeting
of companies in the Business Travel and sector, and of
tourism and transport in general. And they will do so not as
a strategy, but as the reality of a society that has taken a dec-
ades-long leap in just two years of the pandemic. A world in
which the rules of the game are not the same because the
board, the chips, and the cards have changed… and even the
players are dierent. It is not known whether they are better
or worse, but they are very dierent.