Innovation and the Perfect Business Trip: AI, TMC Innovation, and Hotel Distribution

Spotnana, Direct Travel, Marriott International, and the Global Business Travel Association (GBTA) have released new research examining three forces shaping the future of managed corporate travel: artificial intelligence, TMC innovation and global program management, and hotel distribution. The study surveyed 187 travel managers across North America and Europe in March 2026, building on last year’s research exploring The Perfect Trip.

• How are travel buyers thinking about AI, which use cases are they most interested in, and what makes travel managers uncomfortable?
• What technology and service priorities define TMC selection today, and how are global programs managing fragmented content, data, and reporting across regions?
• How can attribute-based retailing, richer add-on content, and split pay address the persistent problem of hotel leakage?