Meet Anita Salvatore: CTM CEO for North America

Have you met Anita Salvatore, CEO for North America at Corporate Travel Management (CTM)?

With more than 35 years of experience in the corporate travel industry, Anita Salvatore has built an impressive career, rising through the ranks from account management roles to General Manager, Chief Operating Officer, and now CEO. Her expertise spans customer success, operational leadership, and business transformation, but her approach is consistently grounded in one core philosophy: start with the customer.

Anita believes the key to delivering impactful travel solutions lies in understanding the customer journey from the inside out. She champions integrating the voice of the customer into every touchpoint, ensuring the services CTM delivers are both relevant and valuable.

“I’m leading CTM with both head and heart. My personality is that of a driver; I’m committed to results, while also focused on creating an experience that makes our customers feel they’re in trusted hands. We’re not just evolving with the industry, we’re helping shape what comes next.”

We sat down with Anita to learn more about her leadership approach, career insights, and what inspires her as a forward-thinking CEO.

Opportunity to enhance the customer experience

The corporate travel industry is fast-moving, and customer expectations are evolving just as quickly. Anita sees opportunity in the growing intersection of personalization, data, and technology, particularly AI and real-time analytics.

“Shifting to tech-enabled journeys means we can anticipate traveler needs rather than simply react. Our customers expect us to be proactive, reduce friction, and provide a booking experience that’s seamless and streamlined. We don’t want it to be just a transactional process, we want to deliver a strategic, value-driven experience.”

“I believe AI, real-time data, and seamless omnichannel support will reshape expectations. Still, the real differentiator will be the human element. Companies that combine smart technology with authentic service, where people feel seen and supported, will lead the way.”

Aligning teams with customer goals

For Anita, putting the customer at the center of the business begins with a strong internal foundation. She emphasizes clear purpose and accountability across all levels of the organization.

“You constantly need to ask: How does this benefit the customer? We embed customer-centric KPIs into every role, celebrate wins tied to customer outcomes, and encourage cross-functional collaboration. I make it a habit to bring the customer voice into team conversations, whether through sharing real-time feedback or connecting teams directly with customers.”

“Customers want to know we understand them and their business, and that we’re delivering outcomes aligned to their needs. When they see us as an extension of their team rather than just a service provider, that’s when the relationship becomes truly meaningful.”

Valuing the efforts of employees

Maintaining a high-performing culture in a dynamic industry is no small task. Anita believes high performance stems from clarity, recognition, and a sense of purpose.

“I focus on clarity, so teams know what success looks like, and I make sure their efforts are recognized and valued. When people feel safe, seen, and part of something meaningful, strong performance follows. And that performance directly impacts the experience our customers have with us.”

A pivotal leadership moment

One of Anita’s defining leadership experiences came from leading a cross-functional transformation project. The initiative aligned teams around a shared vision and delivered measurable improvements in both customer satisfaction and productivity.

“It reminded me that leadership isn’t about having all the answers. It’s about creating clarity and building confidence in others.”

What technology means to me

Anita is energized by the potential of innovation to transform the traveler experience. Her focus is on using technology to empower people, giving them back time, reducing stress, and helping them feel more in control on the road.

“I’m genuinely excited by how quickly technology is changing how we support travelers, from CTM’s Sleep Space for expanded hotel content to our AI and omnichannel initiatives, and the adoption of Lightning. We’re moving from reactive service to predictive, personalized experiences. That kind of progress creates real impact.”

Bucket lists and inspiring destinations

When it comes to personal travel dreams, Japan tops Anita’s list.

“I’ve always admired the balance of tradition and innovation in Japanese culture. I love the idea of slowing down, noticing the details, and experiencing a culture that’s intentional in everything from food to design to hospitality.”

On the business travel front, Singapore stands out.

“There’s something incredibly energizing about how future-focused it is. The efficiency, the innovation, and the multicultural spirit really made me think bigger about what’s possible when vision and execution align.”

Words of advice

Of all the advice Anita has received over her career, one piece has stayed with her the most:

“Be interested and listen. It’s helped me stay grounded and genuinely curious. Whether I’m with a customer, colleague, or executive team, I learn more and connect more deeply when I focus on listening over impressing. So I’ll leave you with that.”