News & Resources
A Year of Momentum, Connection and Global Collaboration: Reflecting on 2025 at Advantage
Looking back on a year of progress across our global community
As we reach the end of another fast-moving year in travel, it feels like the perfect moment to pause, reflect and celebrate everything we’ve achieved together as one Advantage community. Because in 2025, more than ever, we moved forward with a united purpose, bringing our global voice, our global strengths and our global partnerships together under one shared story.
The year began with real optimism. Early trading across all regions was strong, sentiment was positive, and many of our members felt confident that 2025 would outperform 2024. In several market, we were even on track for double-digit growth.
But travel is no stranger to unexpected change. As the months unfolded, the global landscape shifted. Geopolitical tensions and policy shifts influenced both corporate and leisure travel patterns. Routes into the US softened, with premium cabin demand down around 20% in Europe and APAC, and deeper declines felt across Canada, Mexico and LATAM. Hoteliers also saw a noticeable dip between April and June.
Yet once again, the resilience of our industry shone through.
Corporate travel leads a confident recovery
Business travel quickly redirected to new and emerging markets: Canadian corporates increased traffic to Asia, Europe and Africa, and Asia saw strong regional growth, including renewed momentum into China.
Fortunately, this disruption proved temporary. From July and August onward, demand began to return - perhaps not entirely, but enough to give many agencies a solid trading position heading into the final quarter of the year.
A defining moment: our Advantage rebrand
One of the biggest milestones of the year, and one that speaks directly to our unified global strategy, was our Advantage rebrand in May. Launching it together at our Global Conference in Malta reinforced something crucial:
We are one Advantage. One community. One global network.
This rebrand wasn’t just visual. It reshaped how we show up in the world. We moved away from siloed messaging and positioned Advantage with a single, consistent global voice - one that reflects our reach, our expertise and the power of our connected network. It also reframed our story:
Advantage has access to a global network - giving our members international scale, credibility and opportunity.
Our Global Business Travel Reviews also received significant recognition this year, and we encourage all members to leverage them to elevate conversations with customers and prospects.
Strengthening our team
We were delighted to welcome Katie Armstrong to the Global Business Travel team as Commercial Partnerships Assistant. Katie has been immersing herself in our global membership and is already a familiar presence in our webinars and product updates.
Amplifying our global presence
International trade events continued to be an important feature of our activity this year. We returned to exhibit at the Business Travel Show in London, where several members made excellent use of the stand to showcase their brand to buyers and travel managers. At the GBTA Convention in Denver, we reinforced supplier relationships, expanded brand visibility and joined key education sessions.
Big ideas and bold conversations
At the start of December, we hosted a strategic session in London with our international members – a passionate, energising discussion filled with forward-thinking ideas and shared ambition. The commitment to global collaboration and the appetite for exploring new revenue streams were inspiring. The ideas captured reflect a collective determination to move forward together and achieve shared commercial success.
Following the session, UK and International members joined industry partners at the renowned Big Celebration Lunch. We were especially thrilled to celebrate Kim Renouf from Continental Travel, Canada, who was the judge’s standout winner of our Most Engaged Global Member award. A well-deserved achievement and a wonderful moment of pride for our global community.
Looking ahead as one global Advantage
As we reflect on 2025, one thing stands out: we’ve strengthened not just our offering, but our unity.
Thank you to every member who has contributed to another remarkable year. We can’t wait to build on this success together as we step confidently into 2026 - united, ambitious and ready for more.
From all of us at Advantage, we wish you a joyful, healthy and restful holiday season.
Share article