Managed Hotel Programs 2026

The Evolution of Managed Hotel Programs is new research from GBTA, conducted in partnership with Radisson Hotel Group, examining how travel managers are adapting hotel sourcing strategies amid changing market conditions, rising costs, and emerging technologies. 

Based on a survey of corporate travel managers across North America and EMEA, the study explores how hotel programs are evolving through shifts in RFP management, pricing strategies, program compliance, and the growing use of artificial intelligence. 

Key Findings 

• Traveler experience and safety rank alongside savings as top priorities during hotel sourcing and RFP negotiations. 
• 54% of organizations outsource some or all hotel RFP activities to travel management companies or consultants. 
• 64% of European travel managers report outsourcing at least part of their hotel RFP process. 
• 49% of hotel programs saw an increase in dynamic discounts, compared with just 17% reporting an increase in fixed rates. 
• Fixed rates remain the foundation of most programs, but organizations increasingly use a blended approach that combines fixed and dynamic pricing. 
• 32% of programs used AI in their most recent hotel RFP cycle. 
• 69% expect to use AI in their upcoming hotel sourcing cycle. 
• Travel buyers show strong interest in AI for decision support (70%) and automation (56%), while continuing to emphasize the importance of human oversight.  

Hotel sourcing is becoming more dynamic, more technology-driven, and more complex across global markets. 

Download the full study to explore how travel managers are evolving hotel programs, managing supplier relationships, and preparing for the next generation of hotel sourcing.