Sinfield is perhaps best known for his fundraising efforts in support of the Motor Neurone Disease (MND) Association following former Leeds teammate Rob Burrow’s diagnosis; their deep bond captured hearts and minds prior to Burrow’s passing last June, and has helped raise millions for the cause.
Jones-Buchanan, meanwhile, another of Burrow’s former teammates, has been recognised for his services to rugby league and the wider rugby league community, as well as to the community in Leeds. He and Sinfield will speak during a session sponsored by cloud tech provider Babble.
"They’re not just two sporting legends, but also legendary in terms of their charitable efforts," said ITT chair Steven Freudmann. "It will be a motivating and inspirational session that I’m hoping will inspire delegates to meet the challenges both in the workplace and beyond."
Industry leaders poised to address the conference include Hays Travel owner and chair Dame Irene Hays, Jet2holidays director of travel agent relationships Alan Cross, easyJet holidays chief executive Garry Wilson and Jules Verne managing director Debbie O’Neill.
Other speakers include UKHospitality chief executive Kate Nicholls, consumer behaviouralist and "king of customer experience" Ken Hughes, and Sunday Times chief travel writer Chris Haslam, while columnist, broadcaster and former special advisor to the Labour Party, Ayesha Hazarika MBE, who closed the 2023 conference, returns as conference moderator.
The conference, which will be held over 2-4 June at the Chia Laguna Resort in Sardinia, will mix keynote speeches, presentations and interactive sessions, social events and networking opportunities. Freudmann said the conference would be the first of its kind to be held on the Italian island.
"It is simply a stunning destination, steeped in history, and relatively unexplored," he said. "There are huge opportunities there for the people in our industry.”
Freudmann said he was optimistic about the year ahead: “Once again, the travel industry is proving itself to be one of the most robust industries in the UK. We expect the general public will continue to demand their annual holiday, although value for money will be the key theme."
With cost at the forefront of customer’s minds, Freudmann said new destinations would come to market, tipping eastern Europe – Bulgaria and Romania – for big things. He added Turkey’s popularity would continue to soar, and that previously troubled destinations like Tunisia would make a resurgence.
One potential headwind is the rollout of the EU’s new biometric border rules and the bloc’s Esta-style visa waiver Etias, both expected to take effect this year. However, Freudmann said he didn’t foresee significant problems for travellers.
“There undoubtedly will be issues, especially for those who aren’t so tech-savvy," he said. "But I think that we can rely on the government to make it as easy a process as possible.”
In addition, Freudman said the launch of the EU Entry-Exit System and Etias scheme could be another opportunity for agents to attract new customers keen to tap their expertise and have them steer them through the new processes.
"If they’re able to prove their value, opportunities for independent travel agents have never been greater," said Freudman. "Customers are now almost paralysed by choice and having that independent, personal advice and guidance will be a great asset."
