Advantage at GBTA 2025: Shaping the Future of Business Travel in Denver

Business Travel’s Future Takes Centre Stage in Denver

This year’s Global Business Travel Association (GBTA) Convention unfolded in the vibrant city of Denver, set against the stunning backdrop of the Rocky Mountains. With the theme “Business Travel’s Future Takes Centre Stage,” the event brought together more than 6,000 delegates from across the global travel ecosystem, including travel buyers, suppliers, TMCs (Travel Management Companies), and industry thought leaders.

Andrea Caulfield-Smith, our Managing Director of Global Business Travel, and John Hobbs Hurrell, Head of the Advantage Global Network, travelled to Denver to represent Advantage at GBTA 2025. Here’s what they discovered during three insightful days at the heart of business travel’s future.

Spanning three action-packed days, the convention offered a rich programme of educational sessions, inspiring main stage presentations, a buzzing trade expo, and countless networking opportunities. As the premier event in the U.S. business travel calendar, GBTA continues to draw an ever-growing international audience and it’s easy to see why.

Why Advantage Attends GBTA

As the U.S. continues to be a powerhouse in shaping global business travel trends. Although recent economic shifts saw China briefly take the lead in business travel spend, the latest GBTA Business Travel Index predicts a 10% year-on-year growth for the U.S. reaffirming its dominant position. Being at GBTA enables us to stay ahead of these trends and sharpen our strategic direction to benefit Advantage members worldwide.

It’s also about partnerships. Many of our most important industry partners are U.S.-based, and GBTA presents a unique opportunity to engage directly with senior executives from the world’s leading hotel chains. These high-level conversations are critical as we prepare for 2026 RFPs, helping us influence negotiations and secure favourable terms for our global hotel programme. Ultimately, this translates into market-leading value for our members.

Insights from the Educational Sessions

A major highlight of the event was its forward-thinking educational track, centred on a key question:

What will business travel look like in 2030?

One standout session, “Is Your TMC Ready for 2030?”, asked buyers what kind of TMC they envision partnering with five years from now. Answers spanned the spectrum from traditional full-service agencies to integrated, tech-driven platforms. Surprisingly, 10% of attendees said they don’t use a TMC and have no plans to start.

Despite the diverse perspectives, the expert panel agreed on a few key points:

• Access to the right content at the right price remains critical.
  
• AI and automation will streamline manual tasks, reducing servicing costs.
  
• Live agent support is still essential, especially for complex or disrupted trips.

The takeaway? TMCs aren’t going anywhere, but their role is evolving, blending human expertise with smart technology.

Another engaging session explored the difference between entrepreneurs and intrapreneurs internal innovators who drive change from within an organisation. In the travel space, this could mean anything from revamping a corporate travel policy to optimising the booking experience. For Advantage members, the message is clear: there’s increasing opportunity to deepen client relationships through consultative, value-added services. Many of these tools are already available within the Advantage Toolkit, making now the perfect time to explore how they can support more strategic conversations.

The mood at GBTA 2025 was one of cautious optimism. While global travel continues to be shaped by geopolitical uncertainty, the long-term outlook remains bright. Growth is coming, and travel management companies will play a crucial role in helping businesses navigate the ever-changing landscape of global mobility.

We’d love to hear your thoughts, what stood out to you most at GBTA 2025? Whether it was a powerful keynote, a new partnership, or an insight that’s already shaping your travel strategy, let us know.

We’re already looking ahead with excitement to GBTA 2026 and the continued evolution of our industry. See you there!