“The biggest challenge today is managing the pace of change”: Emilie Groleau

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Emilie Groleau, Director APAC, AVIAREPS Group; General Manager, AVIAREPS Australia & New Zealand

The world is constantly changing, whether it’s fluctuating market demand, evolving traveller behaviour, or the rapid integration of AI and digital technologies. Another key challenge is talent: finding, training, and retaining globally-minded professionals with local expertise. Emilie Groleau feels that the only way forward is with collaboration.

In an interview with Travel Daily Media (TDM), Emilie Groleau, Director APAC, AVIAREPS Group; General Manager, AVIAREPS Australia & New Zealand shares more about AVIAREPS, tourism trends in mid-2025 moving into 2026 and her journey of passion, resilience, curiosity, and constant growth in the tourism field.

Travel Daily Media (TDM): AVIAREPS today has become the global GSA leader. From legacy carriers to start-ups, they have over 120 airline clients and a global network of local experts. Can you tell us about this growth story in Australasia/APAC?
Emilie Groleau (EG): Absolutely. AVIAREPS has long been recognised for its deep local expertise combined with global scale, and nowhere is that more evident than in the Asia-Pacific region. Over the past two decades, we’ve strategically expanded our footprint across Australasia and the broader APAC markets. We started our growth in APAC in 2006 and today proudly run 20 offices across 19 countries in the region. Our ability to offer tailored market solutions, backed by data and decades of relationships, has helped our partners successfully enter and grow in complex markets such as Australia, Japan, India, and Southeast Asia – not only legacy carriers and new airlines but also destinations, hotels, DMCs and F&B brands. Today, APAC is one of the most dynamic growth regions for AVIAREPS globally – and our journey is just getting started.

TDM: As the Director of AVIAREPS Australasia you have recently established operations in the Philippines, Vietnam, Cambodia, and Hong Kong for Etihad Airways. Can you tell us a little bit more about that?
EG: This has been one of the most exciting recent chapters for us. Etihad has already been a trusted partners of ours in the Baltic and Nordics European countries, where we represent the carrier since 2009. Recently Etihad expanded the partnership with us to Eastern Europe as well as to Asia. In close collaboration with the airline, we successfully launched dedicated sales, marketing, and representation operations in four high-potential APAC markets – the Philippines, Vietnam, Cambodia, and Hong Kong – ahead of their new route launches to Abu Dhabi. We moved quickly to build expert teams on the ground, established local infrastructure, and engaged key trade and corporate stakeholders. This agile rollout has not only supported Etihad’s regional ambitions but also proven how AVIAREPS can deliver strategic impact fast in new and complex markets.

TDM: AVIAREPS claims to be the global leader in destination marketing. Which are the National Tourist Boards, States, regions and cities that you are working with in Australasia/APAC?
EG: Destination marketing is at the heart of what we do. In the APAC region, we are proud to represent a diverse portfolio of tourism clients – from national tourism organisations such as the Japan National Tourism Organization (JNTO), Dubai Tourism, and Brand USA, to regional and city-level boards like San Diego Tourism Authority and Ontario. Our work ranges from trade development and media relations to B2C campaign execution and influencer marketing. Each campaign and project is uniquely tailored to the market, and always focused on measurable impact.

TDM: What are the main challenges in International Development and Management today and what is the way forward?
EG: The biggest challenge today is managing the pace of change – whether it’s fluctuating market demand, evolving traveller behaviour, or the rapid integration of AI and digital technologies. Another key challenge is talent: finding, training, and retaining globally-minded professionals with local expertise. The way forward is collaboration. At AVIAREPS, we focus on being agile, data-informed, and hyper-local in approach – while maintaining a global perspective. A recent example of this is the opening of our Etihad office in the Philippines: From being appointed by the client to having an up and running local office, it took us not more than four weeks. We are proud of our agile and flexible teams, which are the key to our success and help us turn our clients’ visions into reality. For our partners, success means not just entering a market, but truly understanding and resonating with its people.

TDM: AVIAREPS is experienced in conducting primary and secondary market research. Can you share with us the top five travel and tourism trends in mid-2025 moving into 2026?
EG: Certainly. Based on our research and market monitoring, the top five trends we’re seeing are:

• The rise of conscious travel– Travellers are prioritising sustainability, ethical tourism, and authentic experiences.
• Boom in secondary cities– Less crowded, more immersive destinations are on the rise, especially in Asia and Europe.
• Workations & Bleisure Travel– the line between business and leisure continues to blur.
• AI-enhanced & on-the-go trip planning– Consumers are adopting AI tools to research, plan, and customise travel, and digitalization is revolutionizing the travel experience, offering easier, quicker booking options right from our phones and on the go.
• Premium economy and ‘affordable luxury’– Value-conscious travellers are still seeking quality but are making more informed choices.

TDM: How well has AVIAREPS Australasia/APAC done till mid-2025? What remain your targets for 2026?
EG: Midway through 2025, I’m proud to say we’ve exceeded several strategic targets — especially in terms of market expansion, client acquisition, and revenue growth. We’ve launched new operations in key emerging markets, won major new airline and tourism accounts, and strengthened our B2B engagement across the region. For 2026, our focus is two-fold: deepening our presence in Southeast Asia and South Asia, and expanding our digital service offering to futureproof our value to clients. We are also focusing on increasing our presence across the Cruising and the Air Cargo industries and have recently appointed a Global Head of Cargo as well as a Global Head of Cruise to grow both business fields and offer an even more comprehensive service portfolio to our clients. Internally, we are also prioritising leadership development and succession planning across our APAC offices.

TDM: What has your journey been like in the tourism field? As a successful woman in this field, what wisdom would you like to share with young girls aspiring to be in your shoes?
EG: My journey in tourism & aviation has been one of passion, resilience, curiosity, and constant growth. It’s an industry that connects people, cultures, and possibilities — and I’ve been fortunate to work across continents, build teams from the ground up, and contribute to shaping brands in meaningful ways. To young women aspiring to enter this field: be fearless in your ambition, stay curious, and build your voice. Leadership is not about knowing everything (and I don’t!) — it’s about listening, adapting, and empowering those around you. And know that imposter syndrome is real — and common. Surround yourself with mentors, learn continuously, and remind yourself that you belong in the room — because you do. Confidence comes not from perfection, but from showing up consistently and doing the work.

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