Technology, Managed Travel and Hotel Distribution Gaps Stall Progress Toward the “Perfect Business Trip,” According to New GBTA Research

Survey of North American and European travel buyers shows strong demand for artificial intelligence, persistent global program complexity and growing interest in next-generation hotel booking models

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 today by the Global Business Travel Association (GBTA), in partnership with Spotnana, Marriott International and Direct Travel, based on a March 2026 survey of corporate travel buyers across the U.S., Canada and Europe. The report examines how innovation is shaping business travel while also pointing to key persistent barriers that are slowing industry progress.

More than half of travel buyers (58%) say AI has had little or no impact on their program to date, while 61% report challenges managing global travel programs and 72% cite hotel booking pricing disparities as a major pain point.

"Business travel is entering a period of meaningful transformation," said Suzanne Neufang, CEO, GBTA. "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."

Artificial Intelligence: Strong Interest by Travel Programs But Slower Uptake

AI is emerging as a key driver of change in business travel, even as adoption remains in its early stages.

While 58% of travel buyers say AI has had little or no impact on their programs to date, interest in AI-driven capabilities is widespread. Travel managers are particularly focused on applications that streamline operations and improve decision-making, including:

• 92%: predictive analytics for travel spend forecasting
• 89%: automated disruption management and rebooking
• 85%: AI-powered traveler support
• 83%: conversational booking experiences

In addition, buyers are comfortable with various AI use cases within managed corporate travel. More travel buyers say they are "comfortable" than "uncomfortable" with every use case tested, reflecting confidence in AI as the technology continues to mature.

• Buyers who say they are comfortable recommending negotiated rates-based flights and hotel (95%) and generating custom reports (92%).
• Less buyers report being comfortable with accessing employee calendars to recommend flights and hotels (64%) and changing or canceling a booking (57%).

Taken together, the findings point to a clear opportunity: as capabilities evolve and adoption expands, AI is well positioned to play a central role in enhancing both efficiency and traveler experience.

"The industry is moving toward more dynamic and personalized travel experiences, which creates tremendous opportunity for travelers and suppliers," said Christal Bemont, CEO of Direct Travel. "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."

Travel Programs and Travel Management: Fragmentation and Service Balance Drive Challenges

The research highlights persistent challenges for travel buyers in managing global travel programs, driven largely by fragmented technology and data ecosystems.

Of the global buyers, 61% say managing travel across regions is a challenge. Only 12% have a consolidated view of their program from a single data source, underscoring widespread data fragmentation.

Top challenges reported by global travel managers include:

• Lack of consolidated reporting (63%)
• Inconsistent traveler support (60%)
• Managing multiple travel management company (TMC) relationships (52%)

Data fragmentation continues to limit visibility and performance optimization, while variability in service delivery impacts the traveler experience.

At the same time, buyers emphasize the need to balance technology and service. When evaluating TMC partners, they allocate nearly equal importance to technology (54%) and servicing (46%), with 26% saying servicing is the more important factor.

These findings reinforce that while innovation is accelerating, technology must complement-not replace-the human element of travel management.

Hotel Distribution: Emerging Retailing Models Signal Shift in Booking Experience

Hotel distribution is also undergoing a shift, as new retailing models continue to reshape how content is presented and how travelers make booking decisions. While traditional global distribution systems (GDSs) continue to play a foundational role, buyers are increasingly interested in more flexible, transparent and personalized booking experiences.

A key challenge remains: 72% of buyers say their travelers' ability to find cheaper hotel options outside managed channels is their top pain point, highlighting ongoing issues with content, pricing and perceived value.

New retailing models are creating opportunities to improve the booking experience.

• 51% of buyers say attribute-based shopping would improve the hotel booking experience. Employees might be able to select a particular room through the booking flow. For instance, they might choose a room on a higher floor for safety reasons -or a room with a view. Today, these requests are often made manually after booking.
• Strong interest in purchasing add-ons-such as breakfast, early check-in, late check-out and parking-through the online booking tool (OBT)/TMC during the booking process

These capabilities reflect a broader shift toward retail-style experiences that provide greater clarity into pricing and value. By enabling travelers to view and compare the "full cost" of a stay upfront, these models can help reduce friction, improve decision-making and enhance satisfaction.

For organizations, this shift also enables better visibility into traveler behavior and spend, supporting improved policy alignment, cost control and supplier strategy.

The results suggest that how hotel content is presented-not just availability-will play a critical role in shaping the next phase of managed travel.

Methodology

The findings are based on an online survey of 269 travel buyers across North America and Europe, fielded March 10-23, 2026. To learn more about the report, "Innovation and the 'Perfect Business Trip': AI, TMC Innovation, and Hotel Retailing," visit the web page here.

About the Global Business Travel Association (GBTA) | The Global Business Travel Association (GBTA) is the world's premier business travel and meetings trade organization serving stakeholders across six continents. GBTA and its 9,000+ members represent and advocate for the $1.57 trillion global business travel and meetings industry. GBTA and the GBTA Foundation deliver world-class education, events, research, advocacy, and media to a growing global network of more than 28,000 travel professionals and 125,000 active contacts. For more information, visit GBTA.org. and GBTAFoundation.org.

About Spotnana | Spotnana is modernizing the infrastructure of the travel industry. It's our vision to power the perfect trip for travelers everywhere. Our open Travel-as-a-Service platform improves corporate and leisure traveler experiences, helps TMCs increase revenue and efficiency, enables travel providers to deliver personalized offers, and empowers any company to sell travel to their customers. To learn more, visit spotnana.com.

About Direct Travel | Direct Travel is one of the world's largest travel management companies, focused on delivering exceptional, innovative solutions to every client and traveler. With a long history of proven market expertise, we blend advanced technology, superior service and expert insight to drive tangible value and meaningful savings across Corporate Travel, Leisure Travel, Meetings & Events and specialty travel businesses.

Through Avenir, our next-generation platform developed with leading technology partners, we provide the industry's broadest inventory and a modern, real-time shopping experience that empowers travelers and simplifies program management. What truly sets us apart is the human care behind the technology, delivered by an experienced, passionate team dedicated to anticipating needs and delivering exceptional service at every step. For more information about Direct Travel, visit www.dt.com