Panel Recap: The Business of Travel — Unlocking the Value Equation Across Industries Presented by Travel Massive & Women in Travel THRIVE (16 June, 2025)
At this inspiring all-women panel held in in Barcelona this June, four trailblazing leaders from across the travel and hospitality world came together to unpack how value is created in one of the globe’s most dynamic industries—and why the lessons of travel matter far beyond the airport or hotel lobby.
Moderated with intention and curiosity, the conversation focused on the future of guest experience, the emotional dimensions of travel, and how innovation—from AI to EQ—is reshaping what consumers expect across every touchpoint.
✨ Designing for Emotion — Charlotte Morin (Former Global Head of Marketing, Capella Hotels & Resorts) reminded the audience that customer experience isn’t just about spend—it’s about how people feel. From the anticipation before arrival to the transformation guests undergo during their stay, the true value lies in emotional resonance. As technology evolves, so does our opportunity to design journeys that stir connection, curiosity, and care.
The question is not just ‘what do guests want?’ but ‘who do they become when they leave?’
– Charlotte Morin
🎯 Personalization, Not Perfection — Danica Smith (Founder, MorningStar GX) addressed the double-edged sword of AI in travel. While automation can support personalization at scale, it can also lead to confusion and unrealistic expectations if not grounded in empathy and human touch. The panel emphasized the importance of Emotional Intelligence (EQ) as a core capability in modern hospitality.
AI can scale operations—but it can’t replace the soul of a great guest experience.
– Danica Smith
📖 Storytelling with Soul — Laura Martinez (VP Clients & Growth, The Hotels Network) highlighted that small and boutique hospitality brands have an edge—authentic storytelling. In a world of sameness, aesthetics and amenities alone no longer differentiate. The real magic happens when brands tell stories rooted in human connection, community, and care.
🧭 Operations with Heart — Tiziana Florus (Director of Business Operations, TravelPerk) shared how operations and logistics, often seen as “behind the scenes,” are central to delivering emotional relevance. Whether through seamless tech or thoughtful team training, the backstage is where great experiences are made—or lost.
🌍 Why It Matters Beyond Travel — While the panel centered on hospitality, the insights reached far beyond. Designing for emotion, leading with empathy, and creating value through experience are universal strategies for brands across industries seeking to stand out in a crowded, rapidly evolving market.
— Thanks to everyone who attended our discussion and networking, and see you at our next event!
Women in Travel THRIVE is a global movement committed to advancing gender equality in the travel industry through connection, education, and empowerment.
The Cover was our host for this event in their beautiful private members club space. The Cover is a private members’ club for entrepreneurs, innovators and the culturally curious set within Sir Victor Hotel.
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Comments
Thanks so much for everyone that came out to the panel and for our lovely panelists. I loved hearing thoughts from leaders across various sectors of the travel industry from operations to CRM. It was such an interesting conversation from different perspectives!