The global economic crisis of 2008/9 left few industries unharmed. With continued caution being felt across the world even through 2010, it was difficult to find identify where there were signs of confidence, much less optimism. One industry was, however, able to offer positive signs of resurgent turn-around: travel and tourism.

Representing one of the world’s fastest growing economic sectors, travel and tourism has played a critical role in providing nations across the globe with valuable revenues, employment, investment and trade. In addition, it has become a way of emerging nations to compete on the world stage with stronger identity, pride and unity.

Even these strengths did not, however, insulate the sector from the global economic crisis. Following almost a decade of annual growth up until 2008, the industry felt a direct hit of the global recession, experiencing two years of dramatic declines in leisure and corporate travel activity. International arrivals fell sharply by -4% in 2009. Thankfully, as 2010 unfolded the first glimmers of recovery and growth began to appear by mid-year, with year-end results showing growth of +6% compared to the prior year.

The recovery and growth of the industry did not occur just through leisure travellers simply deciding that they now deserved a holiday, or business travellers’ confidence that the trip to new markets was worth the investment. Instead it was as a result of the active, assertive commitment of leaders of travel companies the world over. Continued investment into travel promotion, and unwavering faith in the value of travel to global economies and societies, saw the industry remaining acutely focused on the future of the sector. As stated by Geoffrey Kent, Founder and Executive Chairman, Abercrombie & Kent, Chairman, World Travel & Tourism Council (WTTC),:

“Recovery of the global travel and tourism sector has required unprecedented levels of commitment and investment by the leaders of the world’s tourism industry. Through a period of immense challenge, tourism leaders such as The Travel Corporation have had to dig deeper, applying exceptional vision and resources towards not just industry recovery, but resumed growth.”

The Travel Corporation (TTC), under the leadership of Brett Tollman as global CEO, is a leading company in the global marketplace. Founded over five decades ago and an active member of WTTC, TTC is a privately owned travel and tourism company composed of over 25 international travel and tourism businesses including niche tour operators, luxury hotels, boutique river cruises and other leisure interests. Today, this family-owned enterprise continues to drive growth and competitiveness within the global travel and tourism industry, with over 35 offices and more than 4,000 staff spread across five continents, TTC carries more that one million passengers every year. Importantly, central to TTC’s active participation in the development of the global tourism industry is TTC’s fundamental belief in the difference that travel can make to the lives of not just travellers, but to the people of the destination itself.

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For this reason, TTC worked tirelessly to halt declines in traveller activity, determined to restore the sector’s earlier growth trajectory, thereby protecting the livelihoods of all those people across the world that depended on the industry for employment and improved quality of life.

Emphasising the commitment of TTC to the industry to be far beyond the bottom line, Brett Tollman, global CEO of TTC explains:

“Travel and tourism has become an essential part of the lives of people across the globe. Without it people cannot improve their lives through the learning, interactions, understanding, opportunity, inspiration and personal growth that comes from international travel and travellers. For this reason, TTC remained acutely focused on the ongoing promotion of tourism growth during the period of global crisis. The recession did not weaken our resolve. Quite the opposite, it strengthened it, inspiring us to step up our efforts in markets that TTC was already working with such as South Africa, Australia, USA, Canada, UK and Europe, as well as investing in tourism growth in new markets such as Asia.”

Reflecting on how the global crisis impacted on traveller needs and expectations, Tollman continues:

“The recession increased the demands of travellers who not only wanted more for less, they wanted VIP experiences and treatment at VFM price levels. For TTC this raising of the bar was not an issue as service excellence has always been at the heart of everything TTC does, across every one of our businesses and for each and every one of our guests. Our staff live it, our guests know it and always appreciate it. We are a business driven by service.”

Still, the global downturn required that travel businesses turned up the focus on ways of identifying and meeting emerging traveler trends and needs. This meant investing into systems, services, insight and product innovation, all at a time when resources were under significant pressure. For TTC, this investment was seen as not a luxury but a necessity.

Gavin Tollman , CEO of Trafalgar Tours, takes particular pride in TTC’s approach to industry leadership through investment into what he sees as the essentials of true business leadership.

“At Trafalgar we are committed to ensuring that our growth as a business is based on our always being in touch with what matters to our guests, our staff, our operating environments and our travel destinations across the globe. This requires that we put ongoing emphasis on, and investment behind, understanding and responding to changes occurring in both traveler expectations, and travel sector approaches towards sustainable tourism.

From a traveller perspective, Trafalgar has always been at the forefront of guest experience innovation. We pride ourselves in creating travel experiences that make use of Trafalgar’s established experience and expertise in escorted touring, always ensuring guest enjoyment of authentic, individual experiences. Our “At Leisure” offering, a direct outcome of insight into travellers’ desire for more personalised local interactions while on an escorted tour, allowing guests the opportunity to enjoy hassle-free, guided vacationing with the flexibility of independent travel. It really is the best of both worlds, and also better for the world, as the very nature of coach touring yields a reduction in carbon footprint for travellers – something of growing importance to travellers. Through our continued investment to travel innovation our guests are able to enjoy experiences that honour their love of travel to new places. And we love taking them there.”

This enduring commitment to travellers, the romance of travel, and responsible tourism industry growth, is without a doubt why Trafalgar has become a leader in escorted touring, and a business leader in the travel sector.

While the commitment to growth of the greater global tourism industry is a fundamental principle of TTC, it cannot be assumed to be an approach taken by other travel companies. Still, as shared by Brett Tollman, leadership requires the confidence to not just do things right, but to do the right thing, for all.

“Growth and development of the global travel industry is not a choice, it is a duty. At TTC we take this responsibility very personally, and we will continue to, whatever the economic climate. We look forward to being a force behind continued industry growth in 2011 and beyond, and a continued source of inspiration for travellers to discover the world around them.”