We spend a lot of time these days talking about and advocating for the return of business travel; from boarding planes to get from Point A to B, to going back to hotel nights and ground transportation options.

And we’re all considering the overall implications to the industry’s bottom-line.

But there’s another critical aspect of the conversation: the return of the people and recovery of the talent that make up the business travel industry.

For our industry and every other, it’s the people who power and empower its success and future. But also like many industries, business travel and the people working in it find themselves strained by the challenges of the current times. You don’t have to look far to see the impacts that COVID-19 has had on our collective industry work force.

In a recent Florida Atlantic University survey, more than one-third of respondents indicated they would be seeking employment outside the hospitality industry, with entry-level workers more likely than not to leave the industry or their organizations.

And in the past weeks, we’ve seen and maybe even experienced firsthand, the challenges faced by travel suppliers such as airlines and car rental companies in getting their operations staffed and fully back on track.

And more broadly, there’s evidence that many people, and especially women and working mothers, are deciding to leave the workforce entirely.

Several of the themes in our GBTA Convention in November address the importance of putting our industry people at the forefront – from the future of work, to diversity and inclusion, to wellness and balance, not only for our companies and our travelers, but for ourselves and each other.

And WINiT by GBTA is also focused on this industry need, as seen in yesterday’s announcement of its new Glass Breakers initiative and appointees in relevant areas including mentoring, workforce sustainability, return to the road and office, career development, education and allyship.

Continuing to attract, develop, retain and recognize the best talent and people in the business will be key to the recovery of business travel. And with all the changes the pandemic has brought, accomplishing it might call for new thinking and fresh approaches. We welcome you to get involved, share your thoughts and be a part of creating what’s next for business travel and the great people who are the power behind it.