Empowering the Future of Business Travel: Reflecting on the GBTA Ladders NextGen Pilot with UT Austin  

In this feature series, GBTA’s Board of Directors share their views on topics that matter most to members, the industry and the way forward for business travel. Today’s guest author is Allied Seat, At Large, Katie Virtue, Head of Sales and Marketing at Festive Road.   

I’ve been fortunate to be part of the GBTA Ladders program for many seasons—first as a mentee then as a mentor—and each year has been a different growth journey. I’ve experienced firsthand the development that comes from mentorship, and I’ve seen how transformative it can be when fresh perspectives enter our industry. 

This year, I was especially proud to help support a new chapter in the Ladders story: the launch of a pilot program with students from The University of Texas at Austin’s (UT Austin) McCombs School of Business Master of Science in Marketing program. Ten students joined the Ladders community, bringing energy, insight and an eagerness to learn about the business travel industry—which too often flies under the radar in university classrooms—prompted, in part, by the Ladders season Closing Summit taking place in Austin, TX, in May. 

Through this pilot, these students weren’t just observing, they were participating. They joined teams, contributed to real challenges and got a hands-on look at what a career in business travel could look like. And in turn, we learned from them. Their curiosity, ideas and willingness to challenge the status quo reminded all of us why it’s so critical to create space for emerging voices. 

This pilot wasn’t just about education; it was about exposure and inspiration. Business travel can be a destination career, but to make that a reality, we need to show up in the places where students are building their futures. We need to share what this industry has to offer and invite them on the journey. 

The success of this pilot is only the beginning. Looking ahead, I’m energized by the opportunity to expand these efforts globally and with chapters, build stronger bridges between academia and industry, and continue creating pathways for tomorrow’s leaders to thrive. In this vein, the GBTA Foundation launches its new Ladders NextGen Workforce Initiative next week, and later this summer, will announce the first two recipients of the Foundation’s new Destination Scholarship for emerging industry leaders. I look forward to seeing the impacts of both initiatives.  

Thank you to the GBTA Ladders leadership, advisory board, participants, GBTA Foundation and lecturer and former travel industry executive Chris Kroeger at UT Austin for his support and believing in the value of this connection. The future of business travel is bright if we invest in those who shape it.