Around 72 per cent of travel buyers cite hotel pricing disparities as a major challenge, while 61 per cent struggle with global travel management and 58 per cent say AI has had limited impact so far. According to new research by the Global Business Travel Association (GBTA) in partnership with Spotnana, Marriott International, and Direct Travel, fragmented technology systems and inconsistent traveller experiences continue to hinder progress toward the “perfect business trip.”
Despite slower AI adoption, travel buyers showed strong interest in predictive analytics, automated disruption management, and AI-powered traveller support. The study also highlighted growing demand for retail-style hotel booking models with personalised room selection and add-ons integrated into booking platforms, signalling a shift toward more transparent and customised managed travel experiences.
