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March 30, 2023

GBTA Board of Directors Spotlight

Once Upon a Time in a Small Country Up North...

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 GBTA Board member, Jens Liltorp.

Maybe the headline caught your attention? Hopefully, as this was my intention. I'll reveal why a bit later in my narrative here...

In July 2021, I was elected by members to the GBTA Board in the new role of European representative to increase global representation. It's a big responsibility − and I continue to be humbled for the trust put in me. Now, more than half through my three-year term, I am looking back at my election platform. Are we near what I boldly said I would aim to achieve?

In short, no... Time passes quickly, obligations are many, and we've all faced world-changing challenges. But the good news is we are getting closer. Changes are happening fast and for the better.

In my platform speech I talked about...

  • Making GBTA truly global and transparent
  • Keeping a focus on European interest, but doing so with a global perspective
  • Strengthening advocacy efforts to influence authorities and industry
  • Enhance networking, sharing and caring between members by facilitating exchanges

We are not fully there yet and there will always be something more to do – but we are on the right track. The Board has become more visible and accessible, and we continuously seek member input. GBTA relaunched a new brand and Foundation, and advancements have been made to the GBTA Hub and website. This just to name a few achievements, and more are on their way.

After some tough COVID years, members are returning and GBTA presence is also growing in APAC, LATAM and globally. The Ladders program is extremely successful worldwide. The Sustainability Toolkit is setting a standard in the industry. The Fundamentals of Business Travel Management course is now complimentary to all members. Advocacy, sustainability and DEI efforts are persistent, strong and creating an impact.

But in my mind, by far, the strongest asset that GBTA has is its members. What members share and how they cooperate makes them grow in their jobs and in the value they create for their companies.

Continue Reading

European Flights Disruption to Continue, Say Airlines (FINANCIAL TIMES)


Hilton Tests New Ways to Increasingly Personalize Guest Bookings (YAHOO!)

Asia-Pacific Hotel Pulse: RBH Hospitality Eyes Global Expansion (COSTAR)


UAE-based Global Hotel Alliance Has Launched Its Green Collection (4HOTELIERS)


Face-to-Face Meetings and Business Travel Grow Revenue (TRAVEL DAILY MEDIA)

Koala Secures €2M for Insurtech Expansion in Europe (PHOCUSWIRE)

Revealed: Top Destinations for Business Travel (TRAVEL WEEKLY)

Industry Spotlight

The highly-anticipated Cvent Travel Summit returns April 19!

Join industry thought leaders and Cvent experts virtually for exclusive knowledge-sharing sessions on the current state of travel. And the best part? It's 100% FREE!

Register now to access to business-critical travel education, inspiration, and best practices.

Register Now


GBTA Sustainability Summit
Join the Ride for a Greener Future

June 13 | Washington, D.C.

After debuting in Brussels in 2022, the second GBTA Sustainability Summit is coming to Washington, D.C. This one-day interactive event will foster connections and exchange among industry and policy leaders by providing a forum for frank discussions about challenges and opportunities to drive climate action in the business travel sector. Join leading brands like United Airlines, Google, Bank of America, Bain & Company, Travalyst, Everland, and many more. Save by bundling your registration with the GBTA U.S. Legislative Summit on June 14-15.

Register Now
Upcoming Events

Global Leadership Professionals (GLP) Program
April 14

The Fundamentals of Strategic Meetings Management
May 5
11:00 AM - 1:00 PM

GBTA Canada Conference 2023 – Toronto
May 15 - 17

GBTA Sustainability Summit
June 13

GBTA U.S. Legislative Summit
June 14 - 15

GBTA Convention 2023
Aug 13 - 15

View More Events

Carbon offsetting is often seen as a bridge to the future to compensate for emissions that can't be abated. Explore the types of offsets available and the challenges and opportunities of navigating this controversial space with Everland 's Angela Foster-Rice. Join us at GBTA Sustainability Summit on June 13 in D.C. Learn More

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GBTA Career Spotlight
Join the team at Cvent

Want to be part of a winning team? Cvent is the place for you. Come be a part of our global team and help us transform the meetings, events, and hospitality industries. We're always hiring talented individuals, so come find your perfect role here.

Browse Careers at Cvent
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