From First-Timers to Industry Veterans: Making the Most of GBTA Convention 2026

In this feature series, GBTA's Board of Directors share their perspectives on topics that matter most to members, the industry and the way forward for business travel. Today's guest author is Allied Board member and Treasurer Kevin Sullivan, Managing Director of Sales at Southwest Business.

Convention season is here, and when I touch down in Chicago next month for GBTA Convention 2026, it'll mark my 23^rd year. I still remember my first time attending in Dallas and feeling overwhelmed by the scale of the event, the learning opportunities, and the incredible community. More than two decades later, I can confidently say that GBTA's Convention remains the most important gathering in our industry.

With more than 5,000 attendees, 90+ education sessions, world-class keynote speakers, and countless opportunities to connect, GBTA Convention offers something for everyone. This year's focus on personal growth, business transformation, and our interconnected world could not be more relevant as our industry continues to evolve.

While the content is always exceptional, the real value comes from the people. The conversations that happen in education sessions, in the Expo Hall, during networking events like the 5K Run/Walk and Welcome Reception, and even between meetings are what make GBTA Convention truly special. In three days, I can strengthen more relationships and make more meaningful connections than during much of the rest of the year.

For the 1000+ first-time attendees and those new to the industry, or anyone who hasn't been to Convention in a while, I highly encourage participating in Monday morning's Connect First Orientation and Networking Session. It's a great way to navigate the week, meet fellow attendees, and maximize your GBTA Convention experience. There are also buyer-only sessions through Buyer Access+, which includes a Monday Buyer Buzz lunch with GBTA CEO Suzanne Neufang and small group Braindates to connect with other buyers around the same topics most important to you.

My advice? Treat Convention as a marathon, not a sprint. Be intentional with your time. Learn something new. Strengthen existing partnerships. Meet at least one new buyer and one new supplier. Most importantly, leave with a clear plan to follow up and turn conversations into action. (Oh, and don't forget to download the official Convention Mobile App, available in the Apple or Google Play app stores, so all the event information is at your fingertips. You can even set up all of your meetings there.)

The value of GBTA Convention extends far beyond the week itself. The relationships, ideas, and opportunities you build in Chicago can shape the year ahead.

I look forward to seeing old friends, meeting new ones, and once again experiencing the power of our global business travel community. See you in Chicago.