Part 1: The Best Conversations We Had at GBTA & Business Travel Show Europe

The biggest weeks in business travel just wrapped up for the summer and similar topics kept coming up on both sides of the pond.

At GBTA and BTS Europe, one thing was clear. Buyers are more informed, stretched thin, and ready for real solutions that will lead travel programs into the future.

Hear from Vice President, Marketing, North America Angie Langen, as she reveals the first half of the ten core themes that were top of mind for conversations, and how CTM is delivering.

 

1. AI is powerful, but people make it personal

Everyone brought AI to the show. But only a few could explain how it actually improves the traveler experience or why it is important. We may look back at 2025 as the year of the chatbot, but we can all agree: AI is re-shaping how business travel happens at a rapid pace.

At CTM, we don’t chase trends. We build tools that make travel smarter and simpler, without losing the human connection. Just ask our clients using CTM technology to reduce clicks and resolve issues faster.

2. Data is in the spotlight again

Data isn’t hard to come by. The challenge is making it actionable, particularly with global data variances and changing business demands stemming from economic and geopolitical volatility.

Buyers told us they want connected systems, real-time visibility, and reporting that supports stronger business decisions. Our platform brings it all together and puts you back in control.

 

3. Purpose matters more than policy

Too many travel programs are built around what not to do: don’t book out of policy, don’t overspend, don’t go off-platform. It’s all guardrails, no direction. That’s like giving someone a map with every wrong turn marked, but no destination.

CTM helps clients shift from “don’t do this” to “here’s what we’re working toward.” Whether that’s lowering cost, improving employee experience, reducing carbon impact, or accelerating business growth, we make sure travel has a purpose beyond process.

4. Buyers want real accountability

This year, the energy on the floor was clear. Buyers are done chasing support and working around gaps. Travel managers are done accepting supplier underperformance, and TMCs that deliver both service quality and technology performance were incredibly busy.

At CTM, we don’t just show up when things go well. We offer full transparency, clear metrics, and people who stay engaged from day one.

5. Travel managers are overwhelmed

Almost every conversation we had included one common theme: limited resources and too many demands. Travel Managers are stuck in operational firefighting with little bandwidth or resources to scale their program.

We build tools and workflows that reduce administration and give travel managers more time for strategy. Less firefighting, more future planning.

Make sure to read on for the second half of our 10 key takeaways from these great events.