How APG Fosters a Family Spirit in an Uncertain Aviation Industry

As the airline industry faces major technological changes and growing global uncertainty, the APG network took advantage of its 17th World Connect event in Monaco—which brought together more than 400 participants—to reaffirm its core values. A look back and summary with Sandrine de Saint Sauveur, President & CEO of APG Air Promotion Group.

Proudly claiming its status as “the world’s smallest multinational” and boasting double-digit growth, APG demonstrates that artificial intelligence is not an end in itself, but a performance driver that allows the business to refocus on its very essence: people, tolerance, and trust.

The global aviation industry is undergoing a major technological acceleration in which artificial intelligence and automation are completely reshaping distribution tools. However, in the face of these upheavals, mutual respect, trust, and interpersonal relationships remain the essential foundation for ensuring the industry’s long-term sustainability.

Infotravel: What are your overall impressions of this 17th edition, both in terms of the quality of the discussions and the major trends emerging for the future of air travel? What key takeaways do you wish to highlight from these meetings?

Sandrine de Saint Sauveur: It was a very positive experience, just like previous editions. I’d like to thank the high-profile speakers who attended and truly provided a global perspective on our industry without mincing words: we’re seeing increasingly stark contrasts emerge across continents and the need to accept uncertainty as an essential variable in our business. The message is one of tolerance and mutual respect: ultimately, nothing can be created without these fundamentals.

Infotravel: The air travel industry is experiencing a significant technological acceleration: artificial intelligence, service automation, and new distribution tools are revolutionizing industry practices. In an increasingly technology-driven sector, how do you preserve what makes up your DNA?

Sandrine de Saint Sauveur: APG is a global company, but we’re the smallest multinational in the world! I love saying that because I’ve always believed that “small is beautiful.” We have a presence in nearly every country, and we manage to bring together 96 nationalities for a few days! What a success! We’re growing at a steady double-digit rate every year, organically, and we maintain that family spirit that’s deeply rooted in our network. I can’t say enough about how deeply I care for them and how much I think of them every day. I am indebted to each and every one of them for their trust. Technology is, of course, at the heart of our growth: AI is a tremendous tool, and thanks to new technologies, we have developed—and continue to develop—our own tools: we’re more efficient, and we can devote more time to our unique expertise, which has been built up over the long term—35 years. You know, ultimately (and this was mentioned during a panel discussion), trust is at the heart of everything: we do business among people who respect and understand one another.

Infotravel: Following this edition of World Connect 2026, what will be APG’s top priorities for 2027? What innovations or service enhancements are you preparing to support your airline partners and travel professionals in a rapidly evolving market?

Sandrine de Saint Sauveur: We’re investing heavily in our internal tools, thanks to technological advancements and what AI makes possible today: our strategy is to take full control of our own tools, continually strengthen our network, and focus on the quality of our expertise. We are the only company to operate an IATA-member airline (we chose to establish it in France!) with more than 170 partner airlines, a certified NDC distribution platform that directly and fully integrates more than 50 airlines, our own cargo platform, and more than 130 representative offices covering 170 countries—and all our investments are funded with our own capital.
I would like to thank the more than 250 airlines that place their trust in us today
I would like to thank everyone who is part of the APG network for their daily and unwavering commitment.

Ultimately, our ambition is for APG to serve as a model for doing business differently: to help our offices grow in every country, so that more and more families can make a living from this work.
It’s the “Hummingbird Syndrome”: let’s do what we can, and always with a clear conscience.