{"id":33410,"date":"2026-06-23T07:55:00","date_gmt":"2026-06-23T11:55:00","guid":{"rendered":"https:\/\/gbta.org\/?p=33410"},"modified":"2026-06-24T07:20:28","modified_gmt":"2026-06-24T11:20:28","slug":"corporate-hotel-programs-evolve-amid-market-complexity-cost-pressures-and-rising-ai-adoption","status":"publish","type":"post","link":"https:\/\/gbta.org\/es\/corporate-hotel-programs-evolve-amid-market-complexity-cost-pressures-and-rising-ai-adoption\/","title":{"rendered":"Corporate\u00a0Hotel Programs Evolve Amid Market Complexity, Cost Pressures\u00a0and Rising AI Adoption\u00a0"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><em>New&nbsp;GBTA-Radisson&nbsp;Hotel Group&nbsp;research&nbsp;reveals&nbsp;shifting&nbsp;priorities,&nbsp;increased&nbsp;AI&nbsp;use&nbsp;and&nbsp;persistent&nbsp;challenges&nbsp;facing travel managers&nbsp;in driving&nbsp;hotel&nbsp;program compliance<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Corporate travel managers&nbsp;continue to adapt&nbsp;their hotel sourcing strategies in response to changing global market dynamics, the rapid adoption of artificial intelligence (AI), and evolving program priorities, according to <a href=\"https:\/\/gbta.org\/es\/research\/managed-hotel-programs-2026\/?utm_medium=pr&amp;utm_source=cision&amp;utm_campaign=product_global_research_radisson_july_2026&amp;utm_content=research\">new&nbsp;industry&nbsp;research<\/a>&nbsp;from&nbsp;the Global Business Travel Association (GBTA)&nbsp;in partnership with&nbsp;<a href=\"https:\/\/www.radissonhotels.com\/en-us\/corporate\" target=\"_blank\" rel=\"noreferrer noopener\">Grupo hotelero Radisson<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Based on a&nbsp;survey of&nbsp;corporate&nbsp;travel managers across North America and&nbsp;EMEA, the study&nbsp;explores key issues which are creating new pressure on companies to rethink how&nbsp;their&nbsp;hotel programs are managed, including evolving RFP processes, the rise of AI, and challenges around program compliance.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Following the inaugural&nbsp;<a href=\"https:\/\/gbta.org\/es\/inside-the-modern-hotel-program-how-corporate-travel-managers-are-redefining-sourcing-and-strategy\/\" rel=\"noreferrer noopener\" target=\"_blank\">2025<\/a>&nbsp;study, this second edition examines how companies are managing this category today, based on research conducted in April 2026, and highlights how priorities and practices have evolved over the past year.&nbsp;Business travelers worldwide spend&nbsp;$461 billion&nbsp;annually on lodging,&nbsp;representing&nbsp;the largest share of corporate travel spend, according to GBTA\u2019s&nbsp;<a href=\"https:\/\/gbta.org\/es\/global-business-travel-spending-to-reach-1-57-trillion-in-2025-amid-trade-policy-uncertainty-and-economic-risk-according-to-new-gbta-forecast\/\" rel=\"noreferrer noopener\" target=\"_blank\">\u00cdndice de viajes de negocios<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis research offers&nbsp;timely&nbsp;insights into&nbsp;the growing opportunity for&nbsp;managed hotel programs&nbsp;to&nbsp;evolve&nbsp;to meet a rapidly changing and unpredictable market environment. We see a clear picture&nbsp;emerging&nbsp;of travel managers striving to balance increasing&nbsp;costs against managing risk and enhancing the traveler experience, while also&nbsp;actively&nbsp;leveraging&nbsp;AI to simplify and&nbsp;drive smarter, more efficient programs,\u201d said&nbsp;Suzanne Neufang, CEO, GBTA.&nbsp;<br>&nbsp;<br><strong>The&nbsp;Evolution of&nbsp;Requests for Proposal (RFPs)&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The survey found that&nbsp;companies have diverse priorities when conducting hotel RFPs. While savings&nbsp;remain&nbsp;the anchor, traveler experience and safety\/risk management top the list of the other factors that&nbsp;travel managers prioritize.&nbsp;<br>&nbsp;<br>Travel managers&nbsp;report&nbsp;a&nbsp;generally favorable&nbsp;hotel sourcing environment, particularly in North America. However, the research highlights&nbsp;large variations&nbsp;between global markets, with negotiating&nbsp;conditions becoming more complex and less predictable across regions.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The findings reveal that hotel program outsourcing&nbsp;remains&nbsp;widespread.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More than half (54%) of organizations&nbsp;outsource&nbsp;their&nbsp;RFP&nbsp;activities at least partially to travel management companies (TMCs) or consultants.&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Large companies&nbsp;(20,000+ employees)&nbsp;are most likely to \u201cpartially\u201d outsource&nbsp;(64%)&nbsp;\u2013 but not \u201cfully\u201d outsource&nbsp;(14%).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Outsourcing is particularly prevalent in Europe&nbsp;\u2013 64% of European travel managers say their company outsources some or all RFP activities, vs. 52% of North American&nbsp;travel managers\u2013&nbsp;reflecting the complexity of managing multi-market programs across the region.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">EMEA-based travel managers (47%) are less likely to perceive a&nbsp;favorable&nbsp;overall negotiating&nbsp;climate than NORAM-based travel managers (65%).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dynamic&nbsp;Pricing&nbsp;Models&nbsp;Continue to&nbsp;Gain&nbsp;Momentum&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the second year, dynamic discounts have grown and fixed rates have&nbsp;consolidated,&nbsp;highlighting a shift in how companies approach hotel pricing strategies.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>49% of hotel programs saw an increase in&nbsp;the number of&nbsp;dynamic discounts, while only 17%&nbsp;saw an increase in the number of fixed rates.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">While fixed rates&nbsp;remain&nbsp;the foundation of most programs, travel managers are increasingly adopting a blended approach, combining fixed rates in high-volume markets and dynamic discounts in secondary or less predictable locations.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This more flexible model enables companies to extend&nbsp;programs&nbsp;coverage, access savings in markets where fixed rates are not viable and better respond to fluctuations in demand.&nbsp;<br><br>The survey revealed that Last Room Availability (LRA) rates are more common than Non-Last Room Availability (NLRA). However, in EMEA, there is a shift towards NLRA.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Growing&nbsp;Interest&nbsp;in&nbsp;AI&nbsp;Adoption,&nbsp;but Human Insight Remains Essential&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The research points to a significant shift in the use of AI in hotel sourcing.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>One-third&nbsp;(32%) of programs&nbsp;used&nbsp;AI in the most recent RFP&nbsp;cycle&nbsp;but&nbsp;over two thirds (69%) expect to use it in the upcoming cycle.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Travel buyers show strong interest and comfort with AI for both decision support (70%) and automation (56%) but emphasize that human oversight&nbsp;remains&nbsp;essential for interpreting qualitative factors such as traveler preferences and brand fit.&nbsp;<br><br>Radisson Hotel Group\u2019s Chief Commercial Officer, Gianni Di Fede,&nbsp;said, \u201cWe&#8217;re proud to partner with GBTA on this research, which&nbsp;provides&nbsp;valuable insights into how corporate travel programs are evolving in response to a rapidly changing landscape.&nbsp;As travel managers navigate increasing complexity, there is a greater need for improved flexibility, smart-decision making&nbsp;and stronger collaborations across the industry.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Metodolog\u00eda&nbsp;&nbsp;<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">GBTA conducted an online survey from April 20 through May 13, 2026,\u00a0of 258 travel managers\u00a0predominantly\u00a0across\u00a0the U.S.,\u00a0Canada\u00a0and Europe.\u00a0<br><br>To learn more and download the study, \u201cThe\u00a0Evolution of Managed Hotel Programs,\u201d\u202fvisit the <a href=\"https:\/\/gbta.org\/es\/research\/managed-hotel-programs-2026\/?utm_medium=pr&amp;utm_source=cision&amp;utm_campaign=product_global_research_radisson_july_2026&amp;utm_content=research\">web page here<\/a>.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>New&nbsp;GBTA-Radisson&nbsp;Hotel Group&nbsp;research&nbsp;reveals&nbsp;shifting&nbsp;priorities,&nbsp;increased&nbsp;AI&nbsp;use&nbsp;and&nbsp;persistent&nbsp;challenges&nbsp;facing travel managers&nbsp;in driving&nbsp;hotel&nbsp;program compliance Corporate travel managers&nbsp;continue to adapt&nbsp;their hotel sourcing strategies in response to changing global market dynamics, the rapid adoption of artificial intelligence (AI), and evolving program priorities, according to new&nbsp;industry&nbsp;research&nbsp;from&nbsp;the Global Business Travel Association (GBTA)&nbsp;in partnership with&nbsp;Radisson Hotel Group. Based on a&nbsp;survey of&nbsp;corporate&nbsp;travel managers across North America and&nbsp;EMEA, the study&nbsp;explores&#8230;<\/p>","protected":false},"author":85,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"1119,1713,2097,1585,1726,1799","_relevanssi_noindex_reason":"","_kad_blocks_custom_css":".gtba-ad{\n  display: none 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