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1. Where are you going, Offers and Orders?
What started as a seed of thought in 2012 at the
IATA Think Tank has grown into a plant with strong
roots, albeit one that is still quite a way from being in
full bloom. Like a Baobab tree – these slow growers
can take up to 20 years to bear fruit – it is, however,
resilient and can get through the worst of times. We
are, of course, referring to Offers and Orders.
Looking at the Baobab tree analogy, what started in
2012 as the idea of having a "single order" in concept
grew to ONE Order and now has been developed
towards the Offers and Orders initiatives – with the
aim by several airlines and IATA to have reached a
level of maturity by 2030 – that is an 18-year span to
"full bloom."
