How to get a tighter grip on that first and last mile was the topic of discussion at the latest Business Travel Lunch Forum, the second dedicated to the ground transport sector

Experts from Limos4 and Smartzi joined representatives from Blacklane, Jyrney, The Miles Consultancy and FREENOW, who had attended the previous Lunch Forum.

Buyers and providers agreed that progress is being made but that ground transport is still not getting the same focus as air and accommodation in corporate travel programmes.

The off-the-record discussion tackled some of the existing challenges with this complex and fragmented sector and heard how tech innovations and a meeting of minds are helping to solve many of the key pain points.

Here are some of the key takeaways from ground transport partners:

Daniel Price, CEO, Jyrney

This year’s Business Travel Lunch Forum for ground transport marked my second time attending, and while the familiar challenges remain – fragmentation, service inconsistencies and duty of care risks – it was encouraging to see real progress. These issues, often made worse by the market’s complexity, have long made ground transport the ‘wild west’ of travel, always on the frontier of a managed programme. But the shift over the past 12 months is clear: suppliers are working more closely together, making it easier for travel managers to build out complete programmes, and more buyers are leaning into fully managed ground transport. It’s a segment that’s been too messy to tackle, but with newer platforms offering consolidation, real-time data and reporting, travel managers finally have the tools they need to bring ground into the programme with confidence.

George Brenan, Director, Smartzi 

It was a privilege to hear from pre-eminent leaders in corporate travel and get their perspective on the diverse challenges of ground transportation. As a supplier, we live and breathe the day-to-day of delivering an exceptional experience for customers and end-users. So it was good to be reminded that ground transportation typically accounts for less than 10% of corporate travel budgets – albeit a figure which probably understates its share of management time and intellectual effort. As an operator with direct driver relationships across the country I hope Smartzi was able to present the view from the coal-face. Many of the issues raised come down to positive motivation and effective management of the professional drivers ultimately responsible for the safety and comfort of our travellers. Technology has brought huge benefits, particularly in the richness and flexibility of integration which it has enabled. But this is, at the point of delivery (for now), still very much a people business. 

Raghav Dawar, Team Lead, Sales – EMEA & APAC, Blacklane 

The Lunch Forum reinforced just how diverse the needs are in ground transportation across industries, from entertainment to consulting and beyond. Despite being a relatively small size of travel spend, ground transport is often the most pivotal and emotionally charged stage of the journey – a first impression that can truly make or break a trip. There’s a clear consensus: ground transport deserves equal focus alongside air and hotel, as corporations demand tailored, high-quality travel experiences. 

Dr. Vojkan Tasic, Founder and CEO, Limos4

Ground transport may account for barely five per cent of corporate travel spend, yet the Business Travel Lunch Forum proved it punches far above its weight in risk, carbon and service perception. Both buyers and suppliers agreed there is no universal model: each programme must curate its own balance of on-demand, pre-booked electric and premium options, rooted in company culture, duty of care and sustainability targets. Continued collaboration among innovators will turn this complex final mile into a strategic advantage for corporates.

Stuart Donnelly, President Mobility, The Miles Consultancy 

This year’s forum brought a refreshing mix of buyers, revealing varied levels of maturity in ground transportation programmes. While most had ride-hailing and chauffeur agreements, few had a truly integrated approach. To build a fully managed programme, we must think beyond cars, incorporating rail, rental and ride into one digital environment. That means aggregating content, enabling central payment to drive adoption, and steering smarter decisions at point of sale. With the right digital infrastructure, businesses can reduce costs, improve traveller experience and increase compliance, avoiding the inefficiencies of manual bookings and pay-and-reclaim. Ground transport is evolving and it’s time we manage it like we manage air.

Danny O’Gorman, General Manager UK & Ireland, FREENOW 

The recent event was a testament to fantastic organisation. The carefully-curated attendee list, comprising travel managers from a wide range of industries, proved spot on, fostering rich discussions. It was truly telling how far ground transport lags behind air travel, highlighting immense scope for modernisation in this sector. The other main challenge is how ground transport providers like FREENOW can support businesses to provide national and international coverage. This sparked meaningful conversations at Business Travel Show (great timing!) and continued beyond, promising a bright future for modernising corporate travel.