Fredrik Hermelin, the General Manager of the Swedish Business Travel Association (SBTA), discusses the increasing importance of sustainability within business travel, highlighting the large corporations that are reducing unnecessary travel to promote environmental responsibility. He identifies communication and innovative business models as key to the industry's successful navigation of this shift. Hermelin also expresses the desire to expand SBTA's geographical focus and membership, while encouraging a shift away from a procurement-centric approach to travel management.
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