The Economist Future of Travel: Q&A with Taleb Rifai

March 20, 2015  | Written by APEX Staff

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Taleb Rifai
Secretary-General
UNWTO (World Tourism Organisation)

On Tuesday, March 24, 2015 leading travel industry experts from around the globe will meet in Madrid, Spain for The Economist Future of Travel conference. The sessions will examine the key trends facing the global travel industry and predict what the business will look like in 2025 based on the evolving expectations of both leisure and business travelers. APEX spoke with keynote speaker and UNWTO Secretary General Taleb Rifai to learn how his organization is engaged in the airline passenger industry and obtain his views on the future of travel.

Which session from The Economist Future of Travel conference are you most looking forward to?

I am looking forward to all the panel sessions as they all promise to be thought-provoking discussions on the future of travel and drive right at the heart of some of the most critical challenges facing the global tourism sector today.

What are some initiatives the UNWTO is involved in that will impact the airline passenger experience? 

In 2013, UNWTO and the International Civil Aviation Organization (ICAO), both sister UN agencies, signed a joint statement aiming to further optimize the benefits of aviation and tourism by cooperating on shared areas of interest such as enhancing air transport connectivity (including improving visa formalities), reducing greenhouse emissions, addressing air transport in long-haul destinations and landlocked or island countries and examining the impact of taxes on tourism and aviation. These issues reflect national, regional and global priorities to strengthen the synergy between the two sectors.

Furthermore, UNWTO continues to advocate visa facilitation and air connectivity as vital measures supporting economic growth and sustainable development.

Something that never ceases to amaze you in your industry?

I will never cease to be amazed at travel and tourism’s transformative power, both at the individual and global level. To recall what a Spanish journalist once told me, “travel makes us better people.” Indeed, the fundamental experience of traveling, which is the encounter between visitors and guests, sparks such unique insights and experiences that lead to respect, peace and multicultural understanding. We only need to read the news to know that we sorely need these values in our conflict-ridden world today.

“The fundamental experience of traveling, which is the encounter between visitors and guests, sparks such unique insights and experiences that lead to respect, peace and multicultural understanding.”

With the emergence of apps like JetSmarter and “air taxi” services such as Surf Air and Linear Air, in your opinion, is there a bright future for the sharing economy of air travel?

These services represent the new business models born of the sharing economy. While we welcome innovation in the tourism sector, we must also underscore the need to find progressive solutions to protect consumer rights and meet quality standards in order to maintain a level playing field for all businesses to thrive competitively.

How can travel brands adapt for the future?

Today, destinations and travel companies can reach out directly to consumers through a wide range of digital channels. On the other hand, today’s consumers have access to more information, more choices, and more opportunities to voice their opinions. As such, they can be the whistle blowers for unethical practices or the biggest ambassadors for great experiences.

Destinations and companies must therefore find ways to build customer relationships that go beyond the point of sale, fostering loyalty based on transparency and responsible actions.

The future of flight will be: Seamless.

Taleb Rifai began his four year term at the UNWTO in 2010 and then was elected for a second four-year term, which started in January, 2014. Mr. Rifai has an extensive background in international and national public service, the private sector and academia.

For the full list of speakers, including Vueling Airlines CEO Alex Cruz and IATA’s Tony Tyler, download the event brochure.