{"id":300055,"date":"2025-09-15T11:20:43","date_gmt":"2025-09-15T10:20:43","guid":{"rendered":"https:\/\/www.gdg.travel\/blog\/key-takeaways-from-the-bta-conference-2025\/"},"modified":"2025-09-16T09:28:59","modified_gmt":"2025-09-16T08:28:59","slug":"key-takeaways-from-the-bta-conference-2025","status":"publish","type":"post","link":"https:\/\/www.gdg.travel\/en-au\/blog\/key-takeaways-from-the-bta-conference-2025\/","title":{"rendered":"Key Takeaways From the BTA Conference 2025"},"content":{"rendered":"

[et_pb_section fb_built=”1″ fullwidth=”on” admin_label=”HEADER – BTA Munich Banner” _builder_version=”4.27.4″ background_color=”rgba(216,216,216,0.67)” background_image=”https:\/\/www.gdg.travel\/wp-content\/uploads\/2019\/09\/BTA-Banner.jpg” locked=”off” collapsed=”off” global_colors_info=”%91%93″][et_pb_fullwidth_header title=”Key Takeaways from the BTA Conference 2025″ subhead=”Our insights into the %22Let’s Get to Work%22 event in Munich” admin_label=”HEADER – BTA Munich” _builder_version=”4.27.4″ title_font_size=”61px” title_line_height=”1.7em” subhead_font_size=”24px” background_color=”rgba(0,0,0,0.13)” background_enable_image=”off” title_font_size_tablet=”51px” title_font_size_phone=”26px” subhead_font_size_tablet=”24px” subhead_font_size_phone=”14px” subhead_font_size_last_edited=”on|phone” z_index_tablet=”500″ global_colors_info=”%91%93″ button_one_text__hover_enabled=”on|desktop”][\/et_pb_fullwidth_header][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”SECTION – Intro” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_row column_structure=”3_5,2_5″ make_equal=”on” admin_label=”ROW – Intro” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”HEDAER – Intro” _builder_version=”4.27.4″ _module_preset=”default” header_2_font_size=”4vh” header_2_font_size_tablet=”4vh” header_2_font_size_phone=”3vh” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

Every year, the Business Travel Association comes together to discuss & debate the biggest topics in the industry.<\/h2>\n

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This year, Munich, located at the heart of Bavaria, hosted the event, which brought together travel managers, suppliers, TMCs, and innovators from across the industry. Gray Dawes were invited to experience the two-day conference and to share their unique insights into the ever-changing business travel landscape alongside their peers.<\/p>\n

In this article, we give a rundown of all the key talking points, from rethinking what it means to be a business traveller in the modern world and the needs of the next generation to tackling the complexities of blended travel and the importance of new technology.\u00a0<\/strong><\/p>\n

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Redefining What it Means to be a Business Traveller<\/h2>\n

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The conference\u2019s core theme challenged one of the biggest misconceptions about business travel – it isn\u2019t just about men and women dressed in suits flying from boardroom to boardroom. Today\u2019s business traveller could just as easily be a nurse travelling to training, an engineer working on-site, or a charity worker meeting donors.<\/p>\n

The debate centred around an industry-wide \u201cimage problem.” The suggestion was that TMCs and suppliers too often resorted to cliched images of suited professionals in airports or city skylines to portray business travel and that a more nuanced and inclusive representation – more reflective of the real-world – is needed.<\/p>\n

It’s a debate which the BTA is passionate about.\u00a0 Back in July 2025, the association released a whitepaper titled “Beyond the Boardroom” which explored the topic in greater depth. You can check out the paper and read our comprehensive overview of the key points in our Beyond the Boardroom review.\u00a0<\/a><\/strong><\/p>\n

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What Does the Industry Need to Know About Gen Z Travellers?<\/h2>\n

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While millennials currently make up the largest group of corporate travellers, Gen Z are hot on their heels. What’s more, this rising generation has markedly different expectations.<\/p>\n

One of the major talking points was Gen Z’s status as the first-ever generation of digital natives<\/strong> and how this would shape their business travel. It’s a group that grew up with smartphones in their hands, and they bring that expectation of instant access and seamless usability into every part of their travel journey. They don\u2019t want clunky booking systems, confusing approval processes, or multiple logins; they expect frictionless mobile tools that are as intuitive as the consumer apps they use every day.<\/p>\n

But it isn\u2019t just about convenience. Personalisation matters<\/strong>. Gen Z wants travel experiences that feel tailored to them, from receiving relevant hotel choices and travel recommendations, to being able to align trips with dietary needs, wellness priorities, or sustainability preferences. They are less likely to accept \u201cone-size-fits-all\u201d itineraries and more likely to choose employers and suppliers who recognise them as individuals.<\/p>\n

Of course, Gen Z is not a homogenous group. Culture and values will vary from person to person, regardless of age, and its about how TMCs and suppliers can manage that while also evolving enough to stay relevant. In fact, we recently wrote an article exploring how Gen Z travel for business which you can read here.<\/a><\/strong><\/p>\n

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How to Manage the Complexities of Blended Travel (or “Bleisure”)<\/h2>\n

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One of the most well-attended workshops tackled the continued growth of bleisure travel, where business trips are extended (or blended) with leisure trips. The intention behind these initiatives is clear. It provides a better work-life balance, improves traveller wellbeing, increases job satisfaction, and, ultimately, helps companies retain employees. But the execution? That\u2019s still a grey area for many organisations.<\/p>\n

The ambiguity of implementing bleisure into travel programmes revolves around numerous key questions:<\/p>\n