Based on a survey of corporate travel managers across North America and the Europe, Middle East and Africa (EMEA) region, the research examines the challenges affecting managed hotel programmes, including request for proposal (RFP) processes, programme compliance and the growing role of AI.
The second edition of the study, conducted in April 2026, follows the inaugural 2025 report and assesses how hotel sourcing priorities have evolved over the past year. According to GBTA’s Business Travel Index, business travellers spend US$461 billion annually on accommodation, making lodging the largest category of corporate travel expenditure.
Suzanne Neufang, CEO of GBTA, said: “This research offers timely insights into the growing opportunity for managed hotel programs to evolve to meet a rapidly changing and unpredictable market environment. We see a clear picture emerging of travel managers striving to balance increasing costs against managing risk and enhancing the traveler experience, while also actively leveraging AI to simplify and drive smarter, more efficient programs.”
The survey found that while cost savings remain the primary objective of hotel RFPs, traveller experience together with safety and risk management are also among the highest priorities for travel managers. Respondents described the hotel sourcing environment as generally favourable, particularly in North America, although negotiating conditions vary significantly between regions.
Hotel programme outsourcing also remains widespread. More than half (54%) of organisations outsource at least part of their RFP activities to travel management companies or consultants. Partial outsourcing is most common among organisations with more than 20,000 employees, while 64% of European travel managers reported outsourcing some or all RFP activities compared with 52% in North America. At the same time, only 47% of EMEA travel managers considered the negotiating environment favourable, compared with 65% of their North American counterparts.
The research also highlights continued growth in the use of dynamic pricing models. Nearly half (49%) of hotel programmes increased the number of dynamic discounts in the past year, while only 17% expanded the use of fixed rates. Although fixed rates remain the foundation of most corporate hotel programmes, travel managers are increasingly combining fixed rates in high-volume markets with dynamic discounts in secondary or less predictable destinations.
Last Room Availability (LRA) rates remain more common than Non-Last Room Availability (NLRA) rates overall, although the research identified a growing shift towards NLRA agreements within the EMEA region.
AI adoption has accelerated significantly. One-third (32%) of hotel programmes used AI during their most recent RFP cycle, while 69% expect to use AI during the next sourcing cycle. Travel buyers reported strong confidence in AI for supporting decision-making (70%) and automating processes (56%), while continuing to view human oversight as essential when evaluating qualitative factors such as traveller preferences and brand suitability.
Gianni Di Fede, Chief Commercial Officer of Radisson Hotel Group, said: “We’re proud to partner with GBTA on this research, which provides valuable insights into how corporate travel programs are evolving in response to a rapidly changing landscape. As travel managers navigate increasing complexity, there is a greater need for improved flexibility, smart-decision making and stronger collaborations across the industry.”
Tags: Suzanne Neufang, GBTA Gianni Di Fede, Radisson Hotel Group
