GBTA Board of Directors Spotlight
Once Upon a Time in a Small Country Up North...
In this feature series, GBTA's Board of Directors share their views on topics that matter most to members, the industry, and the way forward for business travel. Today's guest author is GBTA Board member, Jens Liltorp.
Maybe the headline caught your attention? Hopefully, as this was my intention. I'll reveal why a bit later in my narrative here...
In July 2021, I was elected by members to the GBTA Board in the new role of European representative to increase global representation. It's a big responsibility − and I continue to be humbled for the trust put in me. Now, more than half through my three-year term, I am looking back at my election platform. Are we near what I boldly said I would aim to achieve?
In short, no... Time passes quickly, obligations are many, and we've all faced world-changing challenges. But the good news is we are getting closer. Changes are happening fast and for the better.
In my platform speech I talked about...
- Making GBTA truly global and transparent
- Keeping a focus on European interest, but doing so with a global perspective
- Strengthening advocacy efforts to influence authorities and industry
- Enhance networking, sharing and caring between members by facilitating exchanges
We are not fully there yet and there will always be something more to do – but we are on the right track. The Board has become more visible and accessible, and we continuously seek member input. GBTA relaunched a new brand and Foundation, and advancements have been made to the GBTA Hub and website. This just to name a few achievements, and more are on their way.
After some tough COVID years, members are returning and GBTA presence is also growing in APAC, LATAM and globally. The Ladders program is extremely successful worldwide. The Sustainability Toolkit is setting a standard in the industry. The Fundamentals of Business Travel Management course is now complimentary to all members. Advocacy, sustainability and DEI efforts are persistent, strong and creating an impact.
But in my mind, by far, the strongest asset that GBTA has is its members. What members share and how they cooperate makes them grow in their jobs and in the value they create for their companies.
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