Insights from ITM: Business Travel - The Good, The Bad, The Gen Z
The future of business travel isn’t just moving people around—it’s about managing risks, embracing smarter tech, and winning over Gen Z. At ITM | Institute of Travel Management Trending, we heard from industry leaders about what’s shaping the travel world.
Here’s what caught our attention:
1. Managing Risk and Traveler Experience
Insights from Jo-Anne Lloyd , Head of Global Account Management and Consulting at FCM Travel
Travel managers face a growing challenge: balancing corporate liability with traveler satisfaction. With geopolitical instability on the rise, only 10% of travel managers currently request airlines to provide detailed flight paths to avoid conflict zones.
75% of buyers overlook safer connecting flights in high-risk areas.
Jo Lloyd emphasized the importance of “cuddling your travelers into compliance” by integrating technology, improving user experience, and ensuring data risk management and aligning with CSRD (Corporate Sustainability Reporting Directive) compliance.
Mental wellness has become a key challenge for frequent travelers (‘road warriors’). Travel managers are encouraged to actively track wellness metrics to ensure both productivity and satisfaction.
2. Airline Industry Challenges and Opportunities
Insights from David Oppenheim , Director of Global Sales, British Airways
The airline industry is navigating significant challenges, including geopolitical uncertainty, supply chain constraints, and fluctuating fuel costs. Despite these hurdles, leisure travel demand remains strong. While corporate travel demand lags behind leisure, it remains a key strategic focus for airlines, particularly for higher-margin revenue streams.
A key focus for 2025 is the adoption of New Distribution Capability (NDC), which enables airlines to offer personalized ticketing and ancillary services.
Buyers are encouraged to prioritize NDC to enhance their travel programs.
3. Understanding Generation Z Travelers
Insights from American Express Global Business Travel experts: Sara Andell , Director Consultancy Strategy and Andrew Raimond, PhD , Optimization Manager - Behavioral Science.
Generation Z (born between 1997 and 2012) is rapidly entering the workforce and reshaping business travel. By 2033, Gen Z will make up 35% of the workforce, up from 12% today. Here’s what we learned about their preferences and challenges:
To attract and retain Gen Z talent, companies must align travel policies with their values, invest in user-friendly technology, and prioritize wellness and sustainability.
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4. The Role of Technology and AI
Insights from Jo-Anne Lloyd, Head of Global Account Management and Consulting at FCM Travel
Generative AI (GenAI) is transforming travel management. It’s being used for UX optimization, policy management, and analytics. AI-driven tools, like virtual assistants, are emerging as game-changers for improving traveler experiences.
Currently, 35% of attendees are leveraging AI in their travel programs.
Another trend gaining traction is bleisure travel—combining business trips with leisure. This not only boosts traveler happiness but also enhances productivity, making it a key differentiator for successful travel programs.
5. Buyer and Supplier Priorities for 2025
Insights from Scott Davies , Chief Executive Officer at ITM | Institute of Travel Management
The ITM’s 2025 Buyer & Supplier Priority Survey revealed the top challenges for travel buyers:
Buyers are prioritizing budget control and optimizing online booking tools, which tied as the top concerns in the ITM’s 2025 Buyer & Supplier Priority Survey. Ensuring duty of care and securing access to full airline and hotel content are also major areas of focus.
However, confidence in accessing airline and hotel content remains low, with 59% and 50% of buyers expressing uncertainty, respectively.
6. Aligning Buyer and Supplier Priorities
Insights from Karen Hutchings, founder of Cobb & Hutch Consulting, James Dow at General Manager London at Blacklane, and Kerrie Henshaw-Cox, Associate Director at AstraZenec.
Sustainability remains a low priority for some stakeholders, which was surprising to many. Karen Hutchings emphasized that not all buyer-supplier relationships require complete alignment. For smaller spend categories or less critical partnerships, being transparent about priorities can lead to more effective collaboration.
A standout quote from Scott Davies: “Be the meeting they want, not one they want to postpone.”
This highlights the importance of making Quarterly Business Reviews (QBRs) insightful and actionable, rather than just data-heavy.
Kerrie Henshaw-Cox also raised an important question: “Airlines, hotels, TMCs, OBTs—are you a traitor or a faithful?”
This reflects the challenges buyers face in securing reliable partnerships and access to the right content.
Final Thoughts
The event underscored the evolving role of travel managers, who must simplify complexity while managing risk, optimizing resources, and leveraging technology to balance corporate priorities with traveler needs. The industry must address challenges like sustainability, traveler wellness, and the adoption of new technologies like AI and NDC.
Thank you to all the speakers and organizers for an enlightening day. The future of business travel is full of opportunities, and I’m excited to see how these insights shape the industry in the coming years.
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