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GBTA Board of Directors Spotlight
Innovation, Change and
Reshaping our Industry:
A View from the Great White North
In this feature series, GBTA’s Board of Directors share their views on topics that matter most to members, industry, and the way forward for business travel. Today’s guest author is GBTA Board and Canada Advisory Board member, Sharlene Ketwaroo-Nanoo.
 Spring break is upon us here in Canada demonstrating that leisure travel demand continues to be high. While in the corporate space, groups are leading the charge with city-wide conventions returning to the major city centers across the country. Corporate transient, however, still lags as companies manage rising costs and changing workforces.
The landscape of travel itself is shifting in Canada. It’s an exciting time of change for the marketplace that has been cautious and prudent in its reopening strategy.
Competition in the air travel space is reshaping with new entrants and existing carriers shifting their market strategies. New and rebranded hotels are welcoming guests in our busiest cities − many that were far too underserved in the past. Additionally, airport innovation is bringing the touchless experience to the forefront, as travellers want speed and sustainability in their travel experience.
Travellers are looking to their travel programs to challenge the status quo and to consider their wellness when crafting policy. They expect things to be back to normal in their experience, if not better than before.
It may be that we Canadians are following much of the same patterns as the rest of the world when it comes to travelling again − and that’s a good thing. Collectively we shut down three years ago and collectively we need to find our way back to growing business travel.
While I often joke of wrapping myself in the Canadian flag, I am not just here to speak for Canada. I’m urging everyone to keep pushing the innovation and change that is reshaping our industry and the experiences of our travellers. There is so much more for us to accomplish.
Sharlene |
