GBTA research finds gaps remain on path to the ‘Perfect Business Trip’
New research from the Global Business Travel Association (GBTA) find that on the path to the “Perfet Business Trip” there are still many key gaps remaining.
The GBTA’s research – conducted in partnership with Spotnana, Marriott International and Direct Travel – found that 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.
However, it also found that key gaps remain, including limited AI adoption, fragmented data and inconsistent traveller experiences across global markets toward fully realizing the industry’s vision of the “Perfect Business Trip.”
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.
Suzanne Neufang, CEO, GBTA, explained that: “Business travel is entering a period of meaningful transformation. 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.”
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.
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.
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.
Christal Bemont, CEO of Direct Travel, observed that: “The industry is moving toward more dynamic and personalized travel experiences, which creates tremendous 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.”
The research also 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.
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 is also undergoing a shift, as new retailing models continue to reshape how content is presented and how travellers 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.
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.
For more about “Innovation and the ‘Perfect Business Trip’: AI, TMC Innovation, and Hotel Retailing,” CLICK HERE
