Research Webinar – Innovation and the Pursuit of the “Perfect Business Trip”

GBTA Sponsored Webinar – Direct Travel, Marriott International and Spotnana Research

Innovation and the Pursuit of the “Perfect Business Trip”
Wednesday, June 17, 2026, 11:00 AM – 12:00 PM ET

Today, business travel is far from perfect for employees and the travel programs that serve them. Yet, innovation has never been stronger – or faster. Based on GBTA research, this webinar will explore three innovation-focused “hot topics” within the industry:

– Artificial Intelligence (AI): How are travel programs using AI today? Which use cases are the most interested in? Are travel managers comfortable with different AI use cases?
– Hotel distribution: The GDS remains an effective model for accessing hotel content. However, new models are emerging. How will these models change the shopping experience for travel programs?
– Global travel programs: Global travel programs face unique challenges – from siloed data to inconsistent service. What are these challenges – and how can TMCs and tech companies solve them?

Based on GBTA research conducted in North America and EMEA and sponsored by Direct Travel, Marriott International and Spotnana

Interested in the full research? Learn more here.