Proof, not promises: New report helps destinations navigate EU sustainability claims law
The September 2026 EU directive will require destinations to back all sustainability claims with verifiable evidence, ending narrative-led messaging.
Search
Business Travel Leaders and Policymakers Discuss Forthcoming EU Initiatives on Sustainable Travel
GBTA hosted EU policymakers to discuss how the €400bn business travel sector can support Europe's sustainable tourism strategy and rail ticketing reforms.
The New Front Line of Hotel Distribution: When Regulation Rewrites the Rules of Visibility
Google's DMA-compliant changes to hotel search results are giving OTAs and intermediaries more visibility while pushing hotel direct booking channels further down in search rankings.
By Brad Brewer, Chief AI Officer, Agentic Hospitality
GBTA Welcomes EU Approval of Package Travel Directive and Exclusion of Business Travel
GBTA supports EU Parliament's exclusion of business travel from revised Package Travel Directive, providing regulatory clarity for corporate travel services.