Thirdly, we need to make sure our business activities increase shareholder value through a positive contribution to society. The travel industry comprises diverse and interdependent sectors which together represent 9% of global Gross Domestic Product (GDP) and employment worldwide2. We work in an industry that has an enormous impact on the well-being of the communities involved. Our ambition is to, gradually but visibly, improve our contribution to society. We aim to achieve this with a closer focus on engaging the resources that make Amadeus unique: our people and their talents, our technological capabilities, and our expertise in the global travel industry.
In 2012 we have evaluated the results achieved so far and reshaped our Corporate Citizenship strategy. In the reshaped approach, project work on the social side is grouped into three programme areas:
We believe that with this approach we will maximise our opportunities and take advantage of our global presence to reach all areas where our contribution can provide most benefit. As a consequence of the positive outcomes of our corporate citizenship activity, we can enhance Amadeus’ reputation in the travel industry.
A simple historic review shows clear evidence of the critical importance that innovation has contributed to the travel industry. Looking back over the last 50 years, innovation has permitted development hardly found in other industries: from the advent of commercial aviation, to the vast improvement in the infrastructure of road transportation in many parts of the world, to the more recent development and implementation of high speed rail. The world of travel has gone through immense transformation and has contributed to valuable changes in all aspects of the economic and social landscape. Innovation has been the catalyst for these dramatic changes in the travel industry.
Our constant support for new technologies has allowed us to deliver innovative solutions to our customers. Since 2004 we have invested around 2.4 billion EUR in total in R&D. In 2012, 14% of our revenues were invested in R&D, to make sure our solutions deliver efficiencies and continue to shape the future of travel. Examples of Amadeus innovation projects that contribute to overall sustainability are very diverse and expand from the transition of our core platform to open systems, to innovations in all areas of travel; always in search of improved performance for airlines, airports, rail operators, hotels, travel agencies and ultimately, travellers.
In the following chapter, dedicated to research, development and innovation we provide more information in this respect.