“The biggest challenge today is managing the pace of change”: Emilie Groleau

In a recent conversation, Emilie Groleau, the Director APAC of AVIAREPS Group, highlighted the dynamic shifts affecting the tourism sector, emphasizing collaboration as a key strategy for overcoming challenges. She noted, **“The world is constantly changing, whether it’s fluctuating market demand, evolving traveller behaviour, or the rapid integration of AI and digital technologies.”

Emilie elaborates on the importance of finding and training professionals who possess a blend of global awareness and local insight.

Key insights from the interview:

• As the APAC market grows, AVIAREPS expands its reach, boasting operations in 19 countries since initiating its growth in the region in 2006.
• The recent collaboration with Etihad Airways led to the establishment of operations in several high-potential markets, enhancing their service capabilities.
• Emilie’s perspective on destination marketing emphasizes a personalized approach tailored to diverse clientele.

Top Trends in Travel and Tourism (mid-2025 to 2026):

1. Conscious travel: Rising priority on sustainability and ethical tourism.
2. Secondary cities: An increase in popularity among less crowded destinations.
3. Workations: The merging of business and leisure travel.
4. AI-enhanced trip planning: Growth in digital tools for travelers.
5. Affordable luxury: Demand for premium experiences at accessible prices.

Emilie encourages aspiring professionals to be bold in their ambitions and to embrace continuous learning.