What to Expect at GBTA's 2026 Conference
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What to Expect at GBTA's 2026 Conference
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In just two weeks, the GBTA | Global Business Travel Association 2026 Convention kicks off in Chicago, bringing together thousands of leaders shaping the future of business travel.
Ahead of the event, Jeff Borman and Matt Brown sat down with Katharine Farrell, Vice President, Americas at GBTA, to talk about what's happening in the industry.
While AI is dominating the headlines, travel managers are navigating geopolitical uncertainty, evolving traveler expectations, tighter budgets, duty of care, and a rapidly changing technology landscape.
In this episode:
🛎️ The big themes at GBTA 2026.
🛎️ Why travel managers are more strategic than ever.
🛎️ How AI is actually being used inside corporate travel programs today.
🛎️ The unique challenges facing small and mid-market organizations.
🛎️ Whether the traditional RFP still has a place in an AI-first world.