Tue Oct 15 11:23:25 UTC 2024: ## Travel Industry Sees Normalization, But Still Strong Growth

**PERTH, Australia** – While the travel industry is experiencing a slowdown from the peak post-pandemic boom, experts at the World Travel & Tourism Council’s Global Summit are still optimistic about the sector’s future.

**Certares’ Greg O’Hara**, chair of the WTTC, described the current growth as “normalized” but still strong, highlighting that the industry is projected to contribute 10% to the global economy and employ one in 10 people by 2024.

**American Express Travel’s Audrey Hendley** countered that travel hasn’t slowed down, citing the company’s need to add 300 new hotels to its collection this year alone. She attributes this to a shift in customer behavior, particularly with millennials and Gen Zers driving growth.

**Intrepid Travel’s CEO, James Thornton**, echoed this sentiment, stating that the company is experiencing record revenue due to travelers seeking sustainable travel experiences.

**ForwardKeys’ Olivier Ponti** confirmed the slowdown in the US market but emphasized that it remains strong and continues to drive global travel demand.

While the growth rate may be slowing, panelists agree that the travel industry is still on a positive trajectory. The sector’s strength is fueled by strong demand, an increasing focus on sustainability, and the growing influence of younger generations.

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