CEO Julia Lo Bue-Said OBE champions the industry’s people-first approach in the face of adverse global uncertainty during her keynote speech at the annual Advantage Travel Partnership Conference in Madrid this morning
Speaking to delegates hailing from all corners of the travel sector, Julia welcomed members, supplier partners and special guests under the theme ‘Powered by People’, spotlighting the individuals and businesses driving the industry forward – from travel agents to supplier partners and wider industry bodies.
“Powered by People isn’t just a conference theme, it is a statement of truth about what the travel industry has always been and will always be.”
“At its heart, travel is a deeply human endeavour. People don’t book holidays, they book experiences. Memories. Milestones. A honeymoon, a family reunion, a once-in-a-lifetime adventure – attendance at a meeting or an event, looking at the whites of your eyes when concluding a business transaction. And it takes a person, someone who listens, understands, and genuinely cares to get that right.”
Reflecting on the industry’s resilience through recent years, including the pandemic, geopolitical instability and economic pressures, Julia highlighted the critical role played by travel professionals when their customers need them the most.
“When flights were cancelled, itineraries unravelled, and travellers were left stranded far from home, support didn’t come from an algorithm, it came from experienced travel consultants providing real, human assistance.”
Worldwide pressures
Julia addressed the complex geopolitical backdrop currently saturating global travel. She warned of the challenges travel professionals will continue to face, including significant operational challenges stemming from disrupted airspace, rising costs and inconsistencies between regulatory frameworks. But all is not lost, and there is a light at the end of the tunnel.
“This is not a crisis, but it is a period of constraint. Businesses are adapting, but they are doing so cautiously. So, the ask is straightforward: recognise both resilience of this sector – and its limits. If we want businesses to invest, to hire, and to grow, then we must create the conditions that enable that growth – not simply expect businesses to absorb continued pressure.”
“The UK travel trade is built on relationships forged at events like this one, nurtured over years, and tested in moments of crisis.”
The future is personal
Closing her address, Julia encouraged delegates to acknowledge not only business performance, but also the emotional and personal challenges experiences across the industry.
“We are a room full of people who care about who care about our customers, our colleagues, and the wider world. That’s not incidental; its fundamental to who we are.”
“Advantage stands as a united force, empowering independent travel businesses to thrive. And we will continue to champion this community with energy, with belief and with absolute determination.”
The Advantage Travel Partnership Conference 2026 is taking place in Madrid from May 12th to 13th.
