“I don't want to go back to 2019 anymore, if I have to choose I want to be in 2023. We will be two years from now in a market that will be totally different on the serviceperception front and also on the product front.” That's the thinking of Paola Frigerio, leisure, marketing & network director of Frigerio Viaggi, who looks at the near future through a very particular lens, which draws on the “Why” theory.
