This month, we set off for Newport, joining other travel industry professionals at the ITM INSPIRE 2025 conference. Between the morning yoga sessions and evening networking, it was the panel discussions that took centre stage. As some of the industry’s experts gathered, we brought home some powerful insights, spanning hot topics across the global mobility and serviced accommodation sectors, and their impact on business travel demand.
Check out our top points to remember below...
Session:
Global Travel Outlook Panel
Speakers:
Andrew Lobbenberg – Head of European Transport Equity Research | Barclays
Andrew Lobbenberg (Barclays) began his session commenting on the current state of the US market. Constant changes to tariffs are creating ‘crazy’ oscillations in share prices. This continues to affect the travel industry, impacting how confident corporates feel, and how much they want to cut their travel budgets. The health of the stock market serves an indicator of confidence in the economy, and therefore the likelihood of business travel.
The session highlighted that Trump’s tariffs have cemented one key outcome: the weakening of the US dollar. Despite this posing as a negative for inbound US travel, with a significant decline projected, Lobbenberg uncovers the positives for general airfare and the business travel sector. Given that the majority or airfare costs, aircraft maintenance and petrol costs for instance, are in dollars, a weaker dollar will see the aviation industry less burdened by costs. Airlines will be able to operate with greater flexibility and fewer cost constraints, promising more dynamic flight routes and cheaper air fares, ultimately driving business travel.
Session:
In the pursuit of the perfect travel programme panel
Speakers:
Katie Skitterall – Group Commercial Director | Direct ATPI
Jenny Thornton – Director of Technology Solutions | Direct ATPI
Jenny Thornton (ATPI) opened the discussion with the results of a GBTA survey that exposed a significant challenge in the sector. Despite the increased literacy of travel management technologies, 30% of people are still booking off-programme, including a shocking number of Gen Z business travellers. What has become clear is the problem here lies with shortcomings in communication methods rather than with the technology itself. Both Katie Skitterall (ATPI) and Jenny Thornton (ATPI) agreed that to drive the adoption of travel management tools, communication must be personalised, intuitive, and demographically aware.
A lively audience discussion took place on the variations in the communication expectations of different generations. Gen Z appreciate speed and directness, whereas millennials and boomers seek greater guidance and reassurance, often following up with their own questions. The panel emphasised that just as you adapt your communication style for different cultures, you must also do so for different generations, as one size fits all messaging simply doesn’t work. Engaging the different generations of your travellers by gathering user feedback before rollouts, using their preferred channels, and adapting the tone and timings of your messaging are key to bridging the channel adoption gap.
Session:
Demystifying the complexity of the OBT landscape & Travel Industry Quiz
Speakers:
Paul Dear – Regional Vice President – Supplier Management (EMEA) | SAP
Paul Dear (SAP) commenced the session by addressing the foundational role of OBTs. Most OBTs are loss leaders, not directly profiting the business but driving demand and revenue elsewhere. This raises the problem of many failing to see value in OBTs, unable to look past their inability to bring tangible reward. A common question becomes “why invest in the technology if it doesn’t lower my costs to make more profit?”. However, the value of the OBT is realised in its contribution to the business’ wider strategic goals. Some of which include:
- seamless integration with other systems
- omnichannel access to travel content such as air and rail content
- consistent booking data to support informed decision making
OBTs unlock our access to invaluable data to be used in supporting users. Expense data is especially useful in getting to know the traveller as an individual, and their unique preferences, enabling a deliverance of the personalised service that is so sought after in today’s booking landscape.
Dear consolidates this further, emphasising the importance of OBTs in brand identity. Having an online booking tool not only positions the business as trustworthy, but also a forward thinker, embracing technological development and committed to providing a seamless booking experience.
Our SilverDoor Online Booking Tool (OBT) has been instrumental in helping us understand our clients and their booking needs. Powered by over 25 years of experience and enhanced with intuitive instant booking and live rates functions, the SilverDoor OBT translates client needs into streamlined, stress-free booking.
Session:
Global Travel Outlook Panel
Speakers:
Andrew Lobbenberg – Head of European Transport Equity Research | Barclays
The Global Travel and Outlook Panel saw Lobbenberg (Barclays) comment on geopolitical influences on travel, specifically the Russia-Ukraine and Middle East conflicts. Looking ahead, he noted that the reopening of Russian airspace amid resolution with Ukraine would see vast transformations to airline economics and flight paths between Europe and the Far East. As well as the reopening of local markets and the Russian market itself. Peace in the Middle East would consolidate the business travel increase, highlighted Lobbenberg, improving aviation efficiency and market access through direct flight routes. However, while we can anticipate this, there are no signs of routes reopening across the region anytime soon, with Virgin recently cancelling their Tel Aviv reopening.
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Attending events like ITM Energise 2025 is vital to our wider SilverDoor strategy. Not only are we empowered with key industry insights and a growing network, we also return from these conferences with an arsenal of knowledge used to anticipate business travel trends, to always best support our clients. Geopolitical factors headlined this year’s conference, along with generational expectations, and online booking. Be sure to keep an eye out for these trends throughout 2025, and beyond.
