What will be the key topics at this year’s GBTA + VDR Conference 2024 Copenhagen? 

At the Copenhagen event we are partnering with VDR and the Nordic Business Travel Associations to bring the many voices of our industry and the region together for discussion and insights around the evolving landscape of business travel. One major topic will be the state of global business travel, and we’ll be unveiling new data specific to Europe from our GBTA Business Travel Index forecast report. Understanding the economic factors and trends that will shape the future is essential for our industry.

The role of AI and technology will also be a focal point, exploring how advancements in automation, data analysis, and personalisation might transform business travel processes and decision-making.

The future of work and how it impacts the travel manager’s role will also be key and the subject for “The Big Idea”, our main stage interactive session. As work environments continue to shift, travel managers are expected to take on more strategic responsibilities, requiring new skill sets and a deeper understanding of organisational goals.

Building travel programmes for the next generation is also on the agenda, addressing how companies can create flexible, sustainable travel policies that meet the expectations of future travellers. Additionally, attendees will explore the future of airline distribution in Europe, a topic that has significant implications for how travel content is accessed and managed in a rapidly changing market.

Climate action will also be a prominent topic, especially during the dedicated one-day GBTA Sustainability Summit. The industry must accelerate the integration of sustainability measures so that we can materially reduce emissions − and collaboration, technology and harmonisation are some of the drivers that will be covered.

What are the current challenges facing travel buyers? 

The rising cost of travel overall is at the forefront for many buyers. This might include inflation, fluctuating fuel prices and increased demand, which complicates how they manage their travel programme and budget. And although the recently released GBTA CWT Pricing Forecast shows a bit of a slowdown predicted in price increases for the year ahead, travel costs remain a key focal point.

Additionally, the shift in airline distribution systems and access to content continues to add complexity. With new channels and booking options emerging, buyers must stay updated on how to secure the best fares and offers while ensuring their programmes remain competitive and comprehensive.

Remote and hybrid working environments will also continue to evolve, impacting the role of the travel manager as decentralised work models require innovative approaches to maintain oversight of travel programmes.

And as we continue to see more momentum and action in the area of environmental concerns, delivering a sustainable travel programme has become a top priority, as buyers are increasingly tasked with reducing carbon footprints while balancing cost and convenience. These challenges demand strategic, forward-thinking solutions to meet the evolving needs of modern corporate travel.

How will the conference provide guidance and solutions for these challenges? 

GBTA’s core mission – community, learning and advocacy – as well as the feedback from members, regional advisory groups and the industry overall will be strongly reflected in our programming. And we’ve designed it to ensure value for everyone in attendance.

Registration for conference also includes attendance for the Sustainability Summit. We’re offering a broad range of 25 education sessions and three main stage sessions, as well as the return of the popular Big Idea interactive session which will focus on the current state of how and where we work and what workplace models may look like ahead.

Research-focused sessions will include the GBTA BTI and Pricing Forecast and eight committee roundtables − including Accommodations, Aviation, Inclusion and Culture, Risk and Payments as well as an Advocacy roundtable − will offer the opportunity for deeper, subject-level conversations and peer to peer sharing.

Is there anything new or different this year? 

Every year we look to bring new offerings and opportunities to the conference with a very specific Europe market focus. We do this by engaging with our partners, advisory groups, committees and volunteers to ensure the programming and content meets the needs of European travel buyers.

This is the first time GBTA has partnered with our Nordic partners, FBTA, SBTA, NBTA and DBTA and we are excited to be in Copenhagen. We’ll also be featuring new programme sessions, a Tech Village to showcase the latest innovations, and a Connections Zone where delegates can meet the GBTA partners and board members and learn about other GBTA initiatives. All these are designed to ensure delegates get the most out of their conference experience, whether it’s their first time or they’ve attended year after year.

How is the European market different to the US market? 

Globally, the business travel industry shares a lot of the same challenges and opportunities but depending on the region, however, there may be nuances to those or perhaps other factors specific to each market.

The US is a significant market for business travel but it is still a single country. Europe’s market has more complexity. There are more than 40 countries and many cultures, languages and currency to be taken into account – all with slightly different needs.  

Europe also has geo-political forces at play and therefore may differ in terms of putting pressures on suppliers and driving up costs.  

Sustainability is typically higher on the agenda in Europe and offers more opportunities to leverage more climate-friendly multimodal travel options such as rail travel. 

What will be the focus of the Sustainability Summit? 

GBTA’s third Sustainability Summit focuses on the pressing need to decarbonise business travel. This includes actionable strategies for measuring, tracking, and reducing emissions, particularly in light of new EU regulations which are shaping how companies approach sustainability in travel management.

One of the key areas explored is sustainable procurement and how businesses can integrate innovative technologies to help lower their carbon footprint. The Summit also highlights the opportunities and challenges posed by transportation sectors, including sustainable aviation and multimodal travel solutions.

Balancing sustainability goals with maintaining an effective travel programme is a central theme throughout the Summit. Attendees will gain insights into how to align travel policies with environmental objectives while still meeting business needs. The focus is on finding practical solutions that can be implemented across the industry to drive long-term change.

The GBTA +VDR Conference 2024 in Partnership with the Nordic Business Travel Associations and the GBTA Sustainability Summit will take place in Copenhagen 4-6 November 2024. Click here for full details and to register to attend.

Catherine Logan, GBTA Senior Vice President, EMEA and APAC