"Cautious optimism" was the informal catchphrase of travel leaders at Thursday's conference in London. The event showcased many examples of newfound agility, suggesting a brighter future for the sector.
A couple of regions are performing well for Accor, the France-based hotel company. But let's not confuse this with those booming pre-pandemic times. The Covid hotel industry recovery still has a long way to go.
Despite higher fuel costs, the first major land war in Europe since World War II, and the lingering pandemic, Air France CEO Anne Rigail remains optimistic about summer travel demand. In fact, the airline plans to fly more flights to North America, Africa, the Caribbean, and the Indian Ocean than it did in 2019.
Greenland wants more visitors. But only if it can handle them in an environmentally-friendly way, while not overwhelming its limited infrastructure and small population.
Some international travelers have been reconsidering their planned trips this year, even to countries safely far from the Ukraine war. Tourism leaders in France and Spain have been reacting in innovative and nimble ways.
There will always be a human element to hospitality, but technology can improve the experience for both customers and employees at a time when it is desperately needed.
British Airlines owner IAG says all the right things about supporting innovation to combat climate change, but with a net zero C02 emission pledge by 2050, it doesn't appear to be in an existential hurry.