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"It was the best of times; it was the worst of times." —A Tale of Two Cities, Charles Dickens
Charles Dickens' opening of 'A Tale of Two Cities'
locates the reader in the upheaval of the French Revolution. A turbulent time, and a period of spread of liberty and equality ideas. It was a foundational time, just like our time might very well be remembered as a foundational one. It may be a foundational time right now, but it has been certainly turbulent. None of us expected to go through as much turmoil as we have experienced. These crises have affected the SMEs (small and medium enterprises) in the travel industry very critically. If you are reading this Amadeus blog, you are most likely involved or, at least, interested in the travel sector, and you may view the times we are in as somewhere in between Charles Dickens' two cities. However, we genuinely believe that by working together, in partnership, we can make it the best of times.
Travel4Impact is an initiative brought to life by collaboration between Amadeus and the IE Foundation, part of IE University. Together, we aim to support SMEs in the travel and tourism industry to work hand in hand with us as well as external collaborators to promote travel through sustainability, digitalization, and community building. It is a Corporate Social Responsibility program that aims to show the value this sector could bring to generate a positive impact, united in its diversity. Our experience, and that of the SMEs that participated in the first edition, is that sustainability, digitalization, and collaboration are powerful tools with which to gain a competitive advantage.
During the first edition of Travel4Impact, we selected 22 SMEs that represent the values of this project. They are led by people who love travel. People who strive every day to generate the kind of transformational experiences that only great travel provides. And travel is only great if it respects and blends with the destination's social, cultural, and natural wealth.
Many of the small business owners who’ve participated face daily barriers as they aim to boost the digitalization and sustainability of their business models. Some of the main challenges they have identified are the following:
Nevertheless, beyond all these challenges, there are great opportunities that make their effort worthwhile:
For SMEs in the travel industry, as much as at times it might feel turbulent, the best of times may be still to come. Travel is a sector with no expiration date. It is no secret for any of us that humans are curious beings, always eager to grow and renew themselves. Working together with Amadeus, at IE University, we want to continue supporting SMEs to jointly drive positive impact in our communities and help renew the travel and tourism industry. As Hans Christian Andersen beautifully put it, "to travel is to live."
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