The Global Business Travel Association (GBTA) Convention 2024, held from July 22-24 at the Georgia World Congress Center in Atlanta, Georgia, marked a significant milestone for the business travel industry. Attracting a record 5,400 delegates from 50 countries, including over 1,100 travel buyers from more than 600 companies and 310 travel supplier exhibitors, the convention set the stage for unprecedented growth and innovation in the industry.

A Record-Breaking Gathering

The GBTA Convention 2024 was not just an event but a convergence of the brightest minds and most influential figures in global business travel. The three-day event featured over 200 dynamic presenters and 86 peer-reviewed education sessions, providing attendees with knowledge and networking opportunities. The focus areas of the convention addressed the most pressing issues in the industry, including the state of the industry, human behaviour, innovation, sustainability, and the future of business travel.

“The GBTA Convention offers a unique, annual opportunity for industry professionals to learn, network, and experience the very best the global business travel community has to offer – and this year was no exception. This week was also a testament to the ongoing importance of managed travel programs and their support systems,” said Suzanne Neufang, CEO of GBTA.

Inspirational Keynotes and Sessions

The convention’s Main Stage featured a trio of renowned keynote speakers who inspired and challenged attendees to think differently about the future of business travel:

• Dan Ariely, a behavioural economist, best-selling author, and professor, captivated the audience with his insights into human behaviour and decision-making processes.
• Carla Harris, Senior Client Advisor at Morgan Stanley, shared powerful strategies for building trust and effective leadership.
• Dr. Bertrand Piccard, Chairman of the Solar Impulse Foundation, recounted his groundbreaking solar-powered flight worldwide and emphasized the importance of innovation in overcoming challenges such as aviation decarbonization.

These keynote sessions were complemented by impactful fireside chats and panel discussions featuring leaders from companies like Delta Air Lines, Marriott, Shell, and Visa Inc., providing a comprehensive view of the industry’s current and future landscape.

Positive Outlook for Business Travel

A highlight of the convention was the release of the 2024 GBTA Business Travel Index Outlook – Annual Global Report and Forecast (“GBTA BTI™”) report, made possible by Visa. This comprehensive report, now in its 16th year, revealed that global spending on business travel is expected to reach a record USD 1.48 trillion by the end of 2024. The report also projected that business travel spending will surpass $2 trillion by 2028, driven by economic stability, pent-up demand, and recovery momentum.

Key findings from the GBTA BTI™ report included:

• 64% of business travellers reported increased spending compared to 2023.
• The average spending per business traveller was $834 per person.
• 81% of business travellers affirmed the value of business travel in achieving their objectives.
• 58% of travellers are increasingly blending business and leisure travel.

GBTA members can access the full report on the GBTA Hub for more detailed insights.

Recognizing Industry Leaders

The convention also celebrated outstanding volunteers’ and industry leaders’ dedication and contributions. Among the honorees were:

• GBTA Direct Member of the Year: Leslie Andrews, Director of Global Travel Category, JLL.
• GBTA Allied Member of the Year: Anja Turner-Schulz, VP, Global Marketing & Communications, BCD.
• 2024 GBTA President’s Award: Mark Ziegler, Senior Travel Manager, NetApp, Inc.

At the Global Leaders Reception, Kate King, Director of Global Travel Partnerships at International SOS, received the GBTA Committee Member of the Year Award. Twenty other members from various regions were recognized with the Business Travel Service Awards.

Looking Ahead

As the convention concluded, GBTA announced that the 2025 Convention will be held in Denver, Colorado, from July 21-23. Moreover, Chicago will host the 2026 Convention from August 3-5. Upcoming regional events include the GBTA + VDR Conference 2024 in Copenhagen, the GBTA Canada Conference in Toronto, the GBTA APAC Conference in Singapore, and the GBTA LATAM Conference in Mexico City.

Conclusion

The GBTA Convention 2024 underscored the global business travel industry’s resilience, innovation, and forward-thinking nature. As the world continues to navigate the complexities of travel disruptions and sustainability challenges, the insights and connections made at this year’s convention will undoubtedly shape the future of business travel. For industry professionals, the GBTA Convention remains an indispensable event for education, networking, and inspiration.

 

 

 

Written by: Soo James

 

 

 

 

 

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