There is big money to be made here for whatever communications firm can help airlines carry a winning message, without making an omelette of it. But some of the more disingenuous arguments the organization makes will prove a pickle for whatever firm tries.
Convincing companies to spend on expensive technology and solutions for sustainable tourism practices is a tough sell. Let's see if the coalition can make some progress and at least forge some new committed partnerships.
Sabre's Klein is correct that IATA won't be driving the implementation of the next wave of ancillary and personalized services from airlines. But the track record shows that Sabre won't likely be doing so, either.
In aviation, change takes time and patience pays off. We might have once thought pigs would fly before Butterflies, but airlines could be ready to fly convertibles.
China's forecasted growth to become the largest and one of the fastest growing markets in twenty years correlates to the growth we're already seeing at destinations and airlines around the world.