Corporate Hotel Programs Evolve Amid Market Complexity, Cost Pressures and Rising AI Adoption

Corporate travel managers continue to adapt their hotel sourcing strategies in response to changing global market dynamics, the rapid adoption of artificial intelligence (AI), and evolving program priorities, according to new industry research from the Global Business Travel Association (GBTA) in partnership with Radisson Hotel Group.

Based on a survey of corporate travel managers across North America and EMEA, the study explores key issues which are creating new pressure on companies to rethink how their hotel programs are managed, including evolving RFP processes, the rise of AI, and challenges around program compliance. 

Following the inaugural 2025 study, this second edition examines how companies are managing this category today, based on research conducted in April 2026, and highlights how priorities and practices have evolved over the past year. Business travelers worldwide spend $461 billion annually on lodging, representing the largest share of corporate travel spend, according to GBTA’s Business Travel Index. 

“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,” said Suzanne Neufang, CEO, GBTA. 
 
The Evolution of Requests for Proposal (RFPs) 

The survey found that companies have diverse priorities when conducting hotel RFPs. While savings remain the anchor, traveler experience and safety/risk management top the list of the other factors that travel managers prioritize. 
 
Travel managers report a generally favorable hotel sourcing environment, particularly in North America. However, the research highlights large variations between global markets, with negotiating conditions becoming more complex and less predictable across regions. 

The findings reveal that hotel program outsourcing remains widespread. 

• More than half (54%) of organizations outsource their RFP activities at least partially to travel management companies (TMCs) or consultants.  

Large companies (20,000+ employees) are most likely to “partially” outsource (64%) – but not “fully”  outsource (14%). 

Outsourcing is particularly prevalent in Europe – 64% of European travel managers say their company outsources some or all RFP activities, vs. 52% of North American travel managers– reflecting the complexity of managing multi-market programs across the region.

EMEA-based travel managers (47%) are less likely to perceive a favorable overall negotiating climate than NORAM-based travel managers (65%). 

Dynamic Pricing Models Continue to Gain Momentum 

For the second year, dynamic discounts have grown and fixed rates have consolidated, highlighting a shift in how companies approach hotel pricing strategies. 

• 49% of hotel programs saw an increase in the number of dynamic discounts, while only 17% saw an increase in the number of fixed rates. 

While fixed rates remain the foundation of most programs, travel managers are increasingly adopting a blended approach, combining fixed rates in high-volume markets and dynamic discounts in secondary or less predictable locations.

This more flexible model enables companies to extend programs coverage, access savings in markets where fixed rates are not viable and better respond to fluctuations in demand. 

The survey revealed that Last Room Availability (LRA) rates are more common than Non-Last Room Availability (NLRA). However, in EMEA, there is a shift towards NLRA. 

Growing Interest in AI Adoption, but Human Insight Remains Essential 

The research points to a significant shift in the use of AI in hotel sourcing. 

• One-third (32%) of programs used AI in the most recent RFP cycle but over two thirds (69%) expect to use it in the upcoming cycle. 

Travel buyers show strong interest and comfort with AI for both decision support (70%) and automation (56%) but emphasize that human oversight remains essential for interpreting qualitative factors such as traveler preferences and brand fit. 

Radisson Hotel Group’s Chief Commercial Officer, Gianni Di Fede, 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.” 

Methodology  

GBTA conducted an online survey from April 20 through May 13, 2026, of 258 travel managers predominantly across the U.S., Canada and Europe. 

To learn more and download the study, “The Evolution of Managed Hotel Programs,” visit the web page here.