New research from the Global Business Travel Association finds that while innovation is reshaping corporate travel, gaps in technology adoption, global travel management and hotel distribution continue to slow progress toward the industry’s vision of a seamless “perfect business trip.”
The study, released in partnership with Spotnana, Marriott International and Direct Travel, is based on a March 2026 survey of corporate travel buyers across the United States, Canada and Europe. It examines how emerging technology, global program management and evolving hotel retailing models are influencing managed travel—and where persistent challenges remain.
More than half of travel buyers, fifty-eight percent, say artificial intelligence has had little or no impact on their travel programs to date. At the same time, sixty-one percent report challenges managing global travel programs, and seventy-two percent cite hotel pricing disparities as a major pain point for travelers.
“Business travel is entering a period of meaningful transformation,” GBTA CEO Suzanne Neufang said in a statement. “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 Interest Outpaces Current Adoption
Artificial intelligence is emerging as a key driver of change in business travel, even as adoption remains in the early stages. While many programs have yet to see measurable impact, interest in AI-enabled capabilities is widespread.
Travel buyers cited strong demand for tools that streamline operations and improve decision-making, including:
- 92 percent: predictive analytics for travel spend forecasting
- 89 percent: automated disruption management and rebooking
- 85 percent: AI-powered traveler support
- 83 percent: conversational booking experiences
Buyers also report broad comfort with many AI use cases within managed travel. Nearly all respondents say they are comfortable with AI recommending flights and hotels based on negotiated rates, and most are comfortable with AI-generated custom reporting.
Comfort levels are lower for more sensitive applications. Sixty-four percent say they are comfortable with AI accessing employee calendars to recommend flights and hotels, while fifty-seven percent are comfortable with AI changing or canceling a booking.
Taken together, the findings suggest an opportunity for AI to play a larger role as capabilities mature and adoption expands.
“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 brings together content, policy, servicing and data in a way that remains manageable for global enterprises.”
Global Travel Programs Face Fragmentation Challenges
Managing global travel programs remains a significant challenge for many organizations, largely due to fragmented technology and data environments.
Among global travel buyers, sixty-one percent say managing travel across regions is difficult. Only twelve percent report having a consolidated view of their travel program from a single data source, underscoring widespread data fragmentation.
The top challenges cited by global travel managers include:
- Lack of consolidated reporting, cited by 63 percent
- Inconsistent traveler support across regions, cited by 60 percent
- Managing multiple travel management company relationships, cited by 52 percent
Despite accelerating innovation, buyers continue to emphasize the importance of service alongside technology. When evaluating travel management company partners, respondents place nearly equal weight on technology and servicing, with just over one-quarter saying servicing is the more important factor.
Hotel Distribution Shifts Reshape Booking Experience
Hotel distribution is also evolving as new retailing models influence how content is presented and how travelers make booking decisions. While global distribution systems remain foundational, buyers are increasingly interested in more transparent, flexible and retail-style booking experiences.
Pricing inconsistency remains a major concern. Seventy-two percent of buyers say travelers’ ability to find cheaper hotel options outside managed channels is their top pain point, highlighting ongoing challenges related to content parity and perceived value.
Buyers see promise in next-generation hotel retailing capabilities, including:
- 51 percent say attribute-based shopping would improve the hotel booking experience by allowing travelers to select specific room features during the booking process
- Strong interest in purchasing add-ons such as breakfast, early check-in, late check-out and parking directly through online booking tools and travel management companies
These models aim to provide clearer visibility into the full cost of a stay, reduce booking friction and improve traveler satisfaction. For organizations, they also offer improved insight into spend and traveler behavior, supporting stronger policy compliance and supplier strategy.
The findings suggest that how hotel content is presented—not just availability—will play a central role in shaping the next phase of managed travel.
The findings are based on an online survey of 269 corporate travel buyers across North America and Europe, conducted March 10 through March 23.