Business Travel Innovation Research 2026 

Innovation is reshaping the future of managed travel, but key gaps in technology, data, servicing, and hotel distribution continue to create friction for travel programs and travelers alike. 

New research from GBTA, conducted in partnership with Direct Travel, Marriott International & Spotnana explores how travel buyers across North America and Europe are navigating the next phase of business travel transformation. The study examines evolving expectations around artificial intelligence, global travel program management, and modern hotel retailing models. 

Download the full study to explore how travel buyers are navigating AI adoption, fragmented global programs, and evolving hotel booking experiences. 

Key Findings 

• 58% say AI has had little or no impact on their travel program to date  

• 92% are interested in predictive analytics for travel spend forecasting  

• 89% are interested in automated disruption management and rebooking  

• Only 12% have a consolidated view of their travel program from a single data source  

• 61% say managing global travel programs across regions is a challenge  

• 63% cite lack of consolidated reporting as a top challenge  

• 72% say travelers finding cheaper hotel rates outside managed channels is a major pain point  

• 51% say attribute-based shopping would improve the hotel booking experience