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Check-In with Suzanne
A Resolution for Resilience and Smarter Business Travel in 2026
Rest, reflection and resolutions — as we move into the rhythm of a new year, I hope your holidays were wonderful and restorative.
And as we begin to put business strategies and plans into motion for 2026, it’s already shaping up to be another defining year for global business travel. Across organizations large and small, travel will continue to be an essential “engine” for how we’ll achieve our objectives — fueling growth, strengthening teams and connecting professionals in ways that simply cannot be replicated virtually.
Yet as we look ahead, we also acknowledge the forces that will influence our path: economic and geopolitical developments, changes in cross-border processes and rules, evolving commercial and industry dynamics, and the accelerating pace of technological change are just a few factors that will reshape the how and why of business travel.
So, for me, our collective industry resolution this year needs to be around supporting smarter business travel — grounded in resilience, agility and intention.
In 2026, organizations must view business travel as a critical investment – not simply as an expense or operational line item. It’s an investment in strategy and culture-building, in “human capital,” and in the future. That mindset will matter more than ever as companies balance ambition with uncertainty and prioritize trips that deliver meaningful return.
Later this month, GBTA will share the industry’s collective sentiment on the year ahead — including outlook, expectations, and emerging priorities — through the results of our first GBTA industry poll of 2026. It’s your voice that allows us to deliver the insights that shape smarter decisions for our industry, our professionals, and our advocacy work. (Thank you for answering the call for your ongoing engagement with our GBTA research.)
And are you putting together your checklist to make the most of 2026? Make sure your GBTA membership is active to take advantage of all the benefits and map out your GBTA learning and professional development plan, as well. Mark your calendar to connect at upcoming GBTA events and online via our member Hub. Registration is already open for our conferences in Toronto, Singapore, as well as our annual Convention in Chicago — we can’t wait to continue the conversations, learning, and collaboration that define our global community.
Here’s to a year of purposeful travel, informed choices, and industry-wide resilience. Together, let’s make 2026 a year where we don’t just support business travel — rather, we elevate it.
Suzanne
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