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Industry Spotlight
GBTA Research
Technology, Managed Travel and Hotel Distribution Gaps Stall Progress Toward the “Perfect Business Trip,” According to New GBTA Research
The convergence of AI innovation, the realities of managing global travel programs and shifting hotel distribution models are shaping the next era for business travel—yet key gaps remain including limited AI adoption, fragmented data and inconsistent traveler experiences across global markets toward fully realizing the industry’s vision of the “Perfect Business Trip.”
This is according to new research released by GBTA in partnership with Spotnana, Marriott International and Direct Travel. Based on a survey of corporate travel buyers across North America and Europe, the report examines how innovation is shaping business travel while also pointing to key persistent barriers that are slowing industry progress.
Key findings among buyers include:
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58% say AI currently has little or no impact on their programs, but interest in AI-driven capabilities is widespread
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Buyers are comfortable with AI use cases such as recommending negotiated rates-based flights and hotel (95%) and generating custom reports (92%).
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61% report challenges managing travel programs across regions
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72% say travelers’ ability to find cheaper hotel options outside managed channels is their top pain point
To learn more about the report, “Innovation and the ‘Perfect Business Trip’: AI, TMC Innovation, and Hotel Retailing,” read the full announcement here.
GBTA Convention 2026
Save on Registration by May 27
Convention is where 5,000+ travel professionals come together to learn, negotiate, and build the relationships that define the year ahead. Buyers meet the suppliers shaping their programs. Suppliers connect with the decision-makers driving demand. Emerging leaders find mentors, peers, and a path forward. Register by May 27 to take advantage of the current rate.
GBTA Italy Roadshow 2026
Join Us in Padova on June 11
The GBTA Italy Roadshow makes its next stop in Padova, bringing together the local business travel and MICE community for a morning dedicated to discussion, industry updates, and networking. Through talks and masterclasses, the event will explore the most current topics shaping business travel and MICE with a practical, market-oriented approach. The morning closes with an aperitivo, giving attendees the chance to connect with fellow professionals from across the sector.
This event will be held in the local language.
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