Francesca Benati started her career in 1988 in advertising, before spending more than 10 years working for household name companies such as Coca-Cola, Kellogg’s and The Lego Group. She joined Amadeus in 2013 and was promoted to Vice President Online Western Europe, Middle East and Africa in April this year (in addition to being Managing Director for Amadeus Italy). Francesca has a wealth of experience in travel, having held senior leadership roles at lastminute.com, Blu Vacanze and Cisalpina Group, as well as Expedia Group. She sits on the board of directors of Netcomm Consortium (an Italian digital commerce association, where she represents the interests of the Travel and Tourism sector). Francesca’s passion for travel extends to helping students learn about the industry she loves in her role as Lecturer for Online Travel and Tourism Management Masters at a number of institutions including: Bocconi University in Milan; IULM University of Milan; and Sant’Anna University, Pisa.