Lightning OBT simplifies complex international business travel bookings

International business travel can be more intricate than simply moving from point A to point B. Travelers are increasingly looking for more personalized and flexible travel solutions that cater to their specific needs and the purpose of their trips.

To keep up with the evolution of business travel, the online booking tool (OBT) is evolving to meet the demands of modern travelers and fulfil the requirements sought by travel buyers. How then have OBTs improved their ability to manage complex bookings, particularly for international business travel?

CTM’s proprietary OBT – Lightning – has adapted effectively, allowing for a streamlined booking process accommodating up to five flight sectors. Travelers can select bundled itineraries with codeshare or interline carriers or mix and match different options for maximum flexibility, cost savings and the most convenient travel times.

Let’s explore the power of Lightning in more detail.

Mix airlines, connections, fare classes and more

Within Lightning, CTM travelers can apply filters to individual flights, such as airlines, departure and connecting airports, shortest or cheapest routes, departure times, fare classes, or even non-refundable fares. This enables travelers to customize their journeys while considering feasible options on less popular routes that may not align with larger airline networks. This approach provides users with greater flexibility and the ability to create a trip that isn’t confined to EDIFACT – commonly used by global distribution systems (GDS), NDC, or a specific aggregator.

Josh Gunn, CTM’s Global Head of Product Grown explains, “For example, a traveler could book Southwest Airlines from Phoenix to Denver using CTM’s direct connect and then specify that they want to travel internationally via United Airlines from Denver to London to leverage a corporate deal on the transatlantic route.”

Delivering choice and flexibility in the booking experience

Not all OBTs are created equal; many do not support interoperability between GDS, NDC, or aggregator content, and they may not allow two one-way tickets in the same booking for complex routings. CTM prioritizes traveler choice and flexibility within company travel policies, making this point-of-sale capability in Lightning essential for meeting our customers’ needs.

Travel content is evolving with new distribution channels, offering options that may not be available through established channels or are in low demand among most corporate customers but remain vital for certain travel programs. “CTM’s strategy involves a continual investment and prioritization effort with a regionalized approach”, shares Gunn. “Each of our four regional tech hubs leads integrations with local suppliers to avoid global bottlenecks that may arise from dominant regions, as experienced by many OBTs.”

See Lighning In Action

How can AI improve the OBT experience?

There is much discussion about AI, with many travel suppliers claiming that it will enhance processes. Is AI beneficial for improving the OBT’s capacity to deliver the best options for complex itineraries?

Gunn says the difference lies between providing all options and presenting those most likely to be booked. “CTM is working hard to ensure our AI presents the most relevant travel content that aligns with both traveler preferences and company policies, while allowing room to explore alternative options, if necessary, despite what the algorithm is telling us.”

For complex multi-segment international business travel, AI has the capability to add significant value by coordinating various sectors, factoring in layover durations, and proactively identifying potential disruptions. Furthermore, AI has the ability to work behind the scenes to align travelers’ preferences—such as seat and meal selection, Wi-Fi availability, layover durations, and aircraft types—with company policy, duty-of-care requirements, sustainability objectives, and supplier contracting preferences.

What’s next for OBTs?

The future of travel booking will move beyond traditional company policies to consider the broader context of each traveler’s needs. Rather than just comparing fares, the content will consider trip costs, convenience (such as selecting a carrier that flies from a closer airport), and business impacts—ensuring that travelers are prepared to perform effectively rather than merely focusing on isolated price points.

Gunn explains, “One of the fundamental reasons CTM chose to build its own proprietary OBT – Lightning, is that nobody knows our customers like we do. It’s in our best interests to ensure the OBT capabilities align with our customers’ travel needs and business objectives. Because we’ve built our own OBT we can be nimble, adapting our technology to leverage new opportunities and customer demands quickly, which is a clear competitive advantage for CTM and our customers. Ultimately, we’re accountable directly to our users and customers, which isn’t always the case with third-party tech providers.”