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GBTA Board of Directors Spotlight
Navigating Uncertainty with Optimism and Levity: A Reflection on GBTA + VDR Europe Conference 2025 and the Future of Business Travel
In this feature series, GBTA’s Board of Directors share their views on topics that matter most to members, the industry and the way forward for business travel. Today’s guest author is Lindsay Straub, Global Head of Sales at FCM Travel.
Now that the GBTA + VDR Europe Conference is over, I’m left reflecting on one consistent theme: we operate amid significant financial, geopolitical, and operational uncertainty. Yet the mood at the conference wasn’t overly anxious – it was surprisingly optimistic. Across buyers, suppliers, partners, and peers, there was a shared sense of resilience and a belief that our industry knows how to adapt, evolve, and move forward – together.
Opening main stage speaker and global economist Nenad Pacek reminded us that we can’t influence the external. What can we do for our businesses? Control the controllables, outsmart and outperform the competition, and increase local resilience with flexibility, adaptability and agility.
Amid the discussions, I found myself thinking about how to simplify what we need most right now. And sometimes, clarity comes from unexpected places – namely three fictional characters whose traits feel uniquely relevant to this moment.
First, SpongeBob SquarePants: Be a sponge.
In times of change, curiosity is a superpower. We learned new ideas at the conference, challenged old assumptions, and heard varying perspectives across different stakeholder groups and industry verticals. Staying open – truly open – is how innovation happens.
Second, the Cowardly Lion: Be courageous.
The path ahead may be complex, but courage fuels progress. Whether investing in new technology, redesigning travel programs, or making decisions amid imperfect information, it takes bravery to act. The goal here: progress, not perfection.
And finally, Yoda: Be wise.
Wisdom is what steadies us when the world feels unpredictable. It’s the ability to discern what really matters, focus on long-term outcomes, and guide our teams with clarity rather than noise. As we heard this week, wisdom isn’t about knowing everything – it’s about knowing what to pay attention to.
What fictional characters come to mind for you? As we look to the year ahead, these simple lessons feel more relevant than ever. If we can stay curious, act courageously, and lead wisely, the future of business travel remains not only resilient, but remarkably bright.
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