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November 10, 2023

New Report from FREENOW and GBTA Examines Evolution of Ground Transportation in Europe

GBTA and FREENOW, Europe’s Mobility Super App, have released a report, “Ground Transportation in Europe,” which analyzes the biggest changes and challenges European business travelers and travel managers face when assessing and using various modes of ground transport.

Key findings include:

  • Almost 40% of European travel managers said their company’s approach to ground transportation is more focused on sustainability and eco-friendly vehicles compared to 2019.
  • While managed business travel programs in Europe utilize ground transportation options like rental cars, long-distance trains, public transport and taxis, more travel programs now address newer ground transportation options including carsharing, eScooters and eBikes.
  • When asked to indicate the top strengths of their ground transport program, travel managers cite policy enforcement, traveler safety/duty of care, cost savings and ease of payment/expense management.
  • Business travelers cite ease of booking, shorter wait times and cost as important advantages and especially value when their company has a contract with a provider that allows them exclusive features.
  • Travel managers estimate 30% of their company's ground transport spend is on public transportation, with 20% of the spend allocated to traditional taxis and 14% to private hire vehicles.
  • More than half of travel managers expressed interest in contracting with companies that offer multiple modes of ground transport products and services.
  • Half of travel managers feel it is more difficult to track carbon emissions from ground transportation compared to other categories, and a significant number are unsure of the percentage of electric vehicle bookings for ridesharing, rental cars or limos/chauffeured cars.

“These insights are not only essential to help our customers and business travel managers across Europe to manage the strategies, but they help us at FREENOW to deliver the solutions our customers need,” said Fabio Griemens, Director B2B Operations, FREENOW for Business.

GBTA members can access the complete research report and infographic from the GBTA Member Hub. GBTA and FREENOW will also be presenting the report’s findings at the GBTA Europe Conference, November 14-16 in Hamburg, Germany.

Read the full announcement here.


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Giving Airline Data Back to the Airlines (IATA)

Frontier Flight Lands Safely in Atlanta Following Bomb Threat, Airline Says (ATLANTA NEWS FIRST)

AI gets AI: Air India Becomes World's First Airline to Launch Virtual AI Agent Called 'Maharaja' (BUSINESS TODAY)


Ground Programmes in Europe Increasingly Complex – And Costly, Says Survey (BTN EUROPE, GBTA FEATURED)


Changi Airport Launches Carbon-Offset Programme for Passengers Across Airlines (BUSINESS TIMES)

Asia Pacific Airlines Focus on Sustainability (MANILA BULLETIN)


Interview: Fredrik Hermelin, General manager, SBTA (BTN EUROPE, GBTA FEATURED)

Industry Spotlight

GBTA LATAM Conference 2024 Mexico City
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April 3 - 4

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Crisis24 Intelligence Brief

Canada and United States - Pro-Palestinian and pro-Israeli activists to rally in several cities across US and Canada through mid-November. Disruptions likely.

India - Tight security likely at airports in Delhi and Punjab, India, through Nov. 30 after publicized threat. Air India flight disruptions likely.

South Korea - Activists to hold protests across Seoul, South Korea, Nov. 11. Increased security, transport disruptions certain; scuffles possible.

Spain - Anti-amnesty protests likely to intensify across Spain through at least late November following shooting of Vox party founder in Madrid.

More Information

Upcoming Events

GBTA Business Travel Forums | Toronto
November 13

GBTA + VDR Europe Conference 2023 – Hamburg
November 14 - 16

GBTA Conference 2024 - Mexico City
April 3 - 4

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