Journey Reimagined: My Reflections from the Advantage Conference 2025 in Malta
There’s nothing quite like stepping out of the office and immersing yourself in the heart of the travel industry, especially when it’s on the sun-drenched shores of Malta. This year’s Advantage Conference was more than just a gathering; it was a celebration, a learning experience, and a genuine reimagining of what our industry’s journey can look like.
Setting the Scene
The theme, Journey Reimagined, couldn’t have been more apt. From the moment I arrived, there was a palpable sense of optimism and openness to change. The conference agenda was packed with a variety of sessions, each designed to challenge, inspire, and equip us for the evolving landscape of travel and tourism.
Economic Insights for a Changing World
One of my standout sessions was the keynote from Mehreen Khan, Economics Editor at The Times. With so much governmental change across the UK, Europe, and the USA in the past year, Mehreen cut through the noise and delivered a clear-eyed view of what might be ahead for the global economy—and what that means for travel. Her insights were both sobering and motivating, reminding us that agility and resilience will be more important than ever for travel businesses and their customers.
The Pulse of Leisure Travel
The “News at 11.32” session, led by Kelly Cookes and the Advantage team, brought the latest updates from the leisure travel sector in a fast-paced, energetic format. It set the tone for the main stage sessions, dynamic, relevant, and full of practical takeaways. It was a reminder of how quickly our sector moves, and how important it is to stay informed and adaptable.
AI in Action
Of course, no 2025 conference would be complete without a deep dive into AI. The “AI – Advantage Insight” panel was a real highlight for me. Hearing from industry experts and seeing real-world case studies on how AI is being implemented in leisure travel was eye-opening. It’s clear that AI isn’t just a buzzword, it’s actively shaping how we serve customers, streamline operations, and even how we recruit talent. At Antella, we’re already thinking about how these advances will influence the roles we recruit for and the skills our clients will need in the coming years.
Embracing Neurodiversity
One of the most powerful sessions was “Get Comfortable with the Uncomfortable – Part #1 Neurodivergence,” led by Sarah Blumenau. Her honest, practical insights into living and travelling with ADHD challenged us to think differently about disability travel, a market now valued at $8 billion globally. The session was a call to action for all of us to reimagine the journey with accessibility and inclusivity at the forefront, not as an afterthought.
A Fresh Look and a Moving Milestone
This year’s conference also marked the unveiling of the Advantage rebrand. The new colours and logos are vibrant and modern—reflecting the energy and forward-thinking spirit of the group. It was also deeply moving to witness CEO Julia Lo Bue Said’s surprise 30th anniversary celebration. Seeing her family join her on stage, along with a heartfelt message from her parents, was a beautiful reminder of the passion and dedication that drives our industry’s leaders. Julia is truly a trailblazer, and her commitment to the sector is inspiring.
Bringing It All Back to Antella
What did I bring home from Malta? A renewed sense of purpose and a head full of ideas! The sessions reinforced just how important it is to stay ahead of economic trends, embrace technology, and put people, of all abilities and backgrounds, at the heart of everything we do. For Antella, this means:
- Guiding our clients through economic uncertainty with up-to-date insights.
- Helping them understand and implement AI and digital transformation in their teams.
- Championing accessibility and neurodiversity in recruitment, ensuring opportunities are open to all.
- Taking inspiration from leaders like Julia and the Advantage team to keep pushing boundaries and reimagining what’s possible.
The Power of Community
Beyond the sessions, the real magic was in the connections, catching up with old friends, making new ones, and sharing stories over Maltese cuisine. The travel industry is a community, and events like this remind me just how lucky we are to be part of it.
I’m grateful to have represented Antella Recruitment at such a pivotal event, and I’m excited to put these learnings into action for our clients and candidates. Here’s to reimagining the journey together, whatever the next chapter brings.
- Tony Yerasimou, Co-Founder & Director, Antella Recruitment