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3 Ways to Make Practical Use of the GBTA Research in Your Organisation
The Global Business Travel Association recently released its forecast showing spending reaching $1.57 trillion in 2025—a 6.6% increase from 2024, with 8.1% growth projected for 2026. But how do you turn this industry insight into a practical strategy for your organisation?
While GBTA's research provides excellent context, it represents global averages across 72 countries. For most travel managers, the real question isn't "what's happening globally?" but "what does this mean for my specific programme?" Here are three practical ways to bridge that gap.
1. Establish Your "Intelligence Architecture" Through Strategic Benchmarking
Create a three-dimensional perspective on your travel performance:
- Macro Context - Use GBTA's data as an industry backdrop for high-level trends.
- Peer Benchmarking - Compare against companies with similar spend profiles
- Micro-Route Intelligence - Focus on your specific corridors, typically 80% of spend occurs on 20% of routes
If your travel patterns are "bucking general trends," e.g., showing 10% increases while the GBTA reports 2.2% airline price decreases, this doesn't necessarily signal poor value, rather the need to investigate deeper.
2. Build Forward-Looking ROI Justification Models
Transform from cost reporting to value forecasting:
- Predictive ROI Analytics - Use GBTA's projected growth for 2026 as a baseline, adjusted for your route dynamics
- Strategic Value Metrics - incorporate wider business impact data points e.g. strategic growth areas, sales forecasts
- High-Value vs Low-Value Classification - 25-30% of business trips are low-value; systematically distinguish high-ROI trips from routine travel.
With average trip spending rising to $1,128 (up from $834 in 2024), demonstrating measurable business impact becomes crucial for justifying investments.
3. Leverage Predictive Analytics and Scenario Planning
Move from reactive to proactive management:
- Predictive Cost Intelligence - Use AI to identify optimal booking windows beyond GBTA averages
- What-If Scenario Modelling - Model for international tensions, capacity constraints, or rate spikes above GBTA's projected 1.2% hotel ADR increase
- Dynamic Alerts - Flag spikes and risks proactively before travel occurs
As GBTA notes that trade uncertainty is reshaping "how and where companies travel", responsive systems become increasingly valuable.
The Bottom Line
GBTA's research provides invaluable context, but its real value emerges when layered with your organisation's specific data. By combining macro trends with micro insights, building forward-looking ROI models, and implementing predictive planning, you transform industry benchmarks into competitive advantages.
The goal isn't just understanding where the industry is heading—it's positioning your travel programme to respond strategically while optimising for your unique business requirements.
Interested in learning how we can help you leverage industry research for smarter travel decisions? Let's start a conversation.