GBTA Convention 2025 Recap: Building the Future of Business Travel
This year’s GBTA Convention 2025 in Denver was more than a gathering of industry leaders—it was a defining moment for the global business travel community. With more than 5,700 attendees representing organizations from every corner of the world, the convention was a showcase of how far the industry has come and a clear-eyed look at where it’s headed.
From the packed educational sessions to the lively exhibit hall, the energy at the Colorado Convention Center was undeniable. Themes such as sustainability, artificial intelligence, extended stay accommodations, duty of care and purposeful travel dominated the conversation. Each session reinforced the transformation our industry has enjoyed, with an overarching message that the industry is poised for unprecedented growth so long as we prioritize collaboration, innovation and human-centered leadership.
Sustainability at the Forefront
Sustainability continued to be front and center. Attendees acknowledged that environmental responsibility is no longer an optional initiative but a defining business priority. Sessions focused on how travel managers, suppliers and technology partners can embed sustainability into every aspect of their programs.
Discussions highlighted how buyers and suppliers are now aligning carbon reporting standards and embedding sustainability metrics into sourcing decisions. Industry-wide adoption of frameworks such as EcoVadis, SBTi and GBTA’s evolving sustainable travel standards will help organizations establish consistent carbon measurement practices. Speakers highlighted how carbon budgets are emerging as a strategy, with buyers setting “maximum carbon thresholds” alongside cost budgets for airfares and other travel elements to help achieve measurable reductions.
Airlines also shared how they’re ramping up investments in Sustainable Aviation Fuel (SAF). While the cost of SAF remains a challenge, scaling usage and developing industry standards for tracking its consumption are expected to accelerate progress. Attendees were reminded that sustainability isn’t just about compliance or competitive positioning—it’s about shaping the traveler experience and protecting the planet for future generations.
These corporate initiatives underscore the growing demand for reporting tools that provide the visibility companies need to monitor, react and adjust. For instance, Synergy Global Housing’s recently launched CarbonSMART application was highlighted as a valuable solution, enabling companies to better understand their carbon footprint and optimize corporate travel programs for reduced emissions. Tools like this illustrate how sustainability is becoming an integral part of the business travel digital ecosystem.
Artificial Intelligence Driving the Conversation
Artificial intelligence (AI) and advanced technology were impossible to ignore in Denver. Speakers made it clear that AI’s influence will only deepen, offering travel managers the opportunity to streamline operations, personalize experiences and solve long-standing inefficiencies.
One standout message: don’t wait for AI to be perfect before adopting it. The industry is moving fast, and the organizations willing to adapt and pivot as they learn will be the ones best positioned for success. This point was reinforced in the session “Lessons from Missed Opportunities in AI,” which emphasized the dangers of analysis paralysis.
Attendees explored how AI and APIs can:
- Automate back- and mid-office tasks, reducing administrative burdens
- Deliver personalized traveler recommendations
- Enhance duty of care by predicting disruptions and potential safety risks
- Support integrated, end-to-end travel programs by connecting fragmented systems
Synergy’s own AI-enabled SAPPHIRE demo received enthusiastic feedback, showing how talk to text and other personalization technologies can provide more informed accommodation search results and simplify booking of extended stays.
The Growing Influence of Extended Stay Accommodations
Extended stay accommodations had a notable presence at this year’s GBTA, reflecting how companies are increasingly prioritizing housing solutions that go beyond the traditional hotel stay.
Sessions like “Fixing the Extended Stay Puzzle” explored how serviced apartments and corporate housing offer the flexibility, space and amenities travelers increasingly demand. For project- and crew-based travel, extended stay accommodations are uniquely positioned to deliver great value, comfort and duty of care.
Travel managers admitted that shifting organizational mindsets can be challenging but many acknowledged that serviced apartments provide better cost transparency and help retain talent by improving the overall traveler experience. Factors like proximity to the workplace, availability of on-site amenities and integrated booking and billing systems are now key differentiators for corporate housing providers.
A Record-Breaking Forecast
One of the biggest highlights of the convention was the release of GBTA’s Business Travel Index (BTI) Outlook forecast. The report projected that global business travel spending will hit $1.57 trillion in 2025, setting a new record. By 2029, that number is expected to surpass $2 trillion.
This projected 6.6% growth in 2025 is proof of the industry’s resilience. Top markets like the United States ($395 billion) and China ($373 billion) continue to drive the recovery but the sentiment in Denver was that growth is global, spanning all regions.
At the same time, speakers cautioned that economic uncertainty and geopolitical tensions, particularly the ongoing U.S.-China trade war, could create turbulence. Keynote speakers examined how trade barriers affect more than goods—they impact the movement of people, capital and ideas, potentially slowing cross-border business travel.
Duty of Care, Safety and Security
Safety and security remain paramount, especially as natural disasters and geopolitical instability disrupt travel more frequently. Panels like “Room for Safety” addressed how suppliers and buyers can implement actionable strategies to protect travelers, from conducting property-level security assessments to ensuring suppliers meet rigorous risk and threat rating standards.
Duty of care was no longer treated as a buzzword but as a non-negotiable element of travel programs. Attendees emphasized the need for integrated systems that provide real-time visibility into traveler locations and risks. Synergy showcased how its platform now integrates multiple duty of care providers, giving clients greater peace of mind when managing extended stay programs.
The Power of Human Connection and Leadership
While technology dominated the agenda, the human element of business travel was never far from the conversation. Attendees repeatedly came back to the idea that the purpose of travel is to foster meaningful connections—both within organizations and with partners and customers.
Leadership-focused sessions like WINiT and Ladders reminded attendees that professional development and inclusion are critical to sustaining the industry’s momentum. Quotes like “Your perspective is an advantage, not an exception” from the WINiT wellness session resonated deeply, reinforcing the idea that diverse voices drive better solutions.
Another main stage session stressed the importance of adaptability in leadership. As one speaker put it: “If you need to be right before you move, you will never win. Your enemy is hiding from failure.” The key takeaway? Embrace change, even if the path forward isn’t perfectly clear.
Why This Year Mattered
GBTA Convention 2025 demonstrated how the industry is transforming—not just in terms of technology and sustainability but in how we approach the entire traveler experience. The conversations in Denver set a clear direction for the years ahead: create programs that are agile, sustainable and human-centered.
Attendees left with a renewed sense of purpose and actionable strategies for elevating business travel within their organizations. Whether it was building stronger duty of care programs, integrating AI and extended stay options into corporate travel programs, or adopting standardized carbon reporting, this year’s convention made it clear that business travel is evolving into something stronger and more connected than ever before.
Powering the Future of Extended Stay
As business travel continues to evolve, so does the need for partners who can meet travelers where they are—both literally and strategically. At Synergy, we’re powering the future of extended stay by combining high-touch hospitality with smart, scalable solutions rooted in innovation and traveler insight.
From our SAPPHIRE tech ecosystem and CarbonSMART sustainability platform to intelligent sourcing tools, we’re investing in the technology, people, and partnerships that define the next generation of corporate housing.
With serviced accommodation options in 2,000+ cities across more than 150 countries, Synergy delivers tailored extended stay programs that elevate the guest experience while addressing cost, compliance, duty of care, and sustainability goals. Our global reach is supported by regional offices in China, Singapore, India, England, Ireland, and across the U.S., ensuring local expertise with every stay—wherever business takes you.
If you’re ready to reimagine extended stay for your program, we’re here to help you lead the way.
