- GBTA: Technology is reshaping corporate travel, but glitches slow progress.
- AI could play a larger role in managed travel, though adoption remains limited.
- Most buyers said travelers find cheaper hotels outside managed channels.
ARTIFICIAL INTELLIGENCE, HOTEL retailing models and technology are reshaping corporate travel, but fragmented systems, data gaps and traveler experience issues continue to slow progress, according to the Global Business Travel Association. Still, the quest for the “Perfect Business Trip” is facing hurdles.
A new GBTA report, developed with Spotnana, Marriott International and Direct Travel, found travel managers see potential in technology but continue to face operational challenges. The March survey of corporate travel buyers across the U.S., Canada and Europe found a gap between industry goals and operations.
“Business travel is entering a period of meaningful transformation,” said Suzanne Neufang, GBTA’s CEO. “What’s clear from this research is that innovation—particularly in AI, data and retailing—will be essential to closing the gap between what is possible and what travel programs experience today.”
The findings suggest AI could play a larger role in managed travel, though adoption remains limited. More than 58 percent of travel buyers surveyed said AI has had little or no impact on their travel programs so far, even as demand grows for AI capabilities to improve operations and traveler experience.
Travel managers identified predictive analytics for travel spend forecasting as the top AI use case, with 92 percent expressing interest, the study found. Automated disruption management and rebooking followed at 89 percent, while AI-powered traveler support drew 85 percent and conversational booking tools 83 percent.
The survey found travel buyers were more comfortable using AI for operational tasks in managed travel programs. Around 95 percent supported AI recommending negotiated rates-based flights and hotels, while 92 percent supported AI-generated reports. Support fell to 64 percent for accessing employee calendars to recommend travel and 57 percent for AI changing or canceling bookings.
Beyond AI adoption, the report identified global travel management as a challenge, the report said. Around 61 percent of travel buyers said managing travel across regions remains difficult due to multiple systems, suppliers and service structures.
Data fragmentation barrier
Only 12 percent of global buyers said they have a consolidated view of their travel programs from a single data source. Fragmented reporting reduces visibility into spending, policy compliance and traveler behavior, limiting performance tracking.
Travel managers also cited service inconsistency as a challenge. Lack of consolidated reporting, inconsistent traveler support and managing multiple travel management company relationships ranked among the operational issues.
The research suggests technology alone will not shape business travel. Buyers evaluating travel management company partners gave similar weight to technology and service, with 54 percent prioritizing technology and 46 percent service. More than a quarter said service mattered more.
These findings show that while innovation is accelerating, technology must complement—not replace—the human element of travel management, according to GBTA.
Christal Bemont, Direct Travel CEO, said the industry is moving toward more dynamic and personalized travel experiences, creating opportunity for travelers and suppliers.
“But it also increases the importance of connected infrastructure that can bring together content, policy, servicing and data in a way that remains manageable for global enterprises,” she said.
Hotel distribution shifts
Global distribution systems continue to play a role, but travel buyers are seeking more transparent, flexible and personalized booking experiences. Nearly three-quarters of buyers said travelers find cheaper hotel options outside managed channels, highlighting issues with hotel content access, pricing visibility and perceived value.
Corporate buyers are interested in retail-style booking experiences. More than half said attribute-based shopping—allowing travelers to select room characteristics such as floor level or room views during booking—would improve hotel experiences. Interest is also growing in integrated purchasing of add-ons such as breakfast, parking, early check-in and late check-out through online booking tools and travel management companies.
The findings show a corporate travel sector adopting innovation while facing structural limits. AI adoption is increasing and traveler expectations are changing, but achieving the “Perfect Business Trip” depends on addressing challenges in connectivity, service consistency and data infrastructure.
A recent GBTA report found that global business travel continues in 2026, but confidence is lower as conflict, costs and disruptions affect planning. Most companies still approve trips, meetings and spending while adjusting routes, event formats and risk policies.
