Interview • Portraits
Member Spotlight | Horus Development & Consulting - Connecting Luxury & Sustainable Destinations with Asia
Benoît Badufle, Managing Director, shares his journey connecting Luxury & Sustainable Destinations with Asia, and future growth.
What is the history behind Horus Development & Consulting?
Travel has shaped my life from an early age, thanks to my father’s career at Air France.
This sparked my curiosity for different cultures and languages. After pursuing diplomacy and transitioning to hospitality, I worked with Nikko Hotels in Japan and Société des Bains de Mer in Monaco.
In 2009, I moved to Singapore, and five years later, founded Horus Development & Consulting, a destination marketing consultancy bridging Europe and Asia.
Over the past 10 years, we have supported European luxury hospitality destinations in seizing opportunities in the Asian market including China, India, Southeast Asia, and Australasia.
What are the key trends in your industry, and how is your company adapting?
While China and India remain key outbound markets, Southeast Asia has emerged as a major player. The region’s six key markets (Singapore, Malaysia, Indonesia, Thailand, the Philippines, and Vietnam) now rival China and surpass India in outbound travel to Europe.
However, the pandemic deeply impacted Asia’s travel ecosystem. While demand is strong, airline capacity remains below 2019 levels, and the industry is still rebuilding its workforce and expertise.
Looking ahead, travel trends are evolving, led by Gen Z and Gen Alpha, who prioritize sustainability, authenticity, and meaningful experiences over ostentatious luxury. Sustainability is no longer a trend but a necessity.
At Horus, we anticipated this shift. We launched “The Chorus Podcast – Change Leaders”, trained with the Global Sustainable Tourism Council, and expanded our sustainable tourism network. This expertise has made us the preferred partner for several forward-thinking destinations.
What are your plans for the future?
Growth is important, but at Horus Development & Consulting, it is not just about expansion, it is about purpose. We aim to solidify our position while creating new opportunities for our team.
We are actively exploring meaningful projects with destinations and partners who align with our values. Several discussions are already in progress: stay tuned for exciting developments!
We are also focusing on emerging destinations, places with exceptional cultural and natural assets that remain underrepresented in international tourism. Many are smaller nations or newer players navigating a landscape dominated by established markets.
Our goal remains the same: to grow while maintaining our discerning approach, ensuring long-term, high-value collaborations.
As a member of the French Chamber of Commerce in Singapore (FCCS), what opportunities have you found most valuable?
Since joining FCCS, I have been impressed by the team’s expertise and the continuous innovation in networking, training, and industry discussions. The diversity of topics is a real strength.
As a travel industry professional, I would be delighted to contribute to an initiative that explores this sector, which touches every industry and plays a key role in global business, cultural exchange, and economic growth.
Beyond that, the networking opportunities are outstanding, and the calibre of speakers at FCCS events is remarkable. I also appreciate the light-hearted atmosphere at gatherings, where even senior executives can relax and engage authentically.
Kudos to Carine and the team for making all this happen! Your work is deeply appreciated.
