Corporate Hotel Programs Shift Strategies Amid AI Growth and Market Challenges

Overview of the Research

A recent study by the Global Business Travel Association (GBTA) in partnership with Radisson Hotel Group examines how corporate travel managers are evolving their hotel sourcing strategies. The research, based on a survey of 258 travel managers across North America and EMEA, highlights the impact of market complexity, cost pressures, and increased adoption of artificial intelligence (AI) on managed hotel programs. The study, conducted in April 2026, provides insight into how priorities and practices have shifted over the past year.

Key Findings: Shifting Priorities and Compliance Challenges

The survey reveals that travel managers are facing new pressures, including evolving requests for proposals (RFPs), the integration of AI, and ongoing challenges with program compliance. While cost savings remain a primary focus, other priorities such as traveler experience and safety/risk management have become increasingly important. The research notes that global business travelers spend $461 billion annually on lodging, making it the largest category of corporate travel expenditure.

Changes in RFP Processes and Outsourcing Trends

The study finds that companies have diverse priorities when conducting hotel RFPs. In addition to cost savings, traveler experience and safety are top concerns. The hotel sourcing environment is generally viewed as favorable, especially in North America, but there are significant regional differences. Negotiating conditions are more complex and less predictable in certain markets.

Outsourcing of RFP activities remains common. Over half (54%) of organizations outsource at least part of their RFP process to travel management companies (TMCs) or consultants. Larger companies are more likely to partially outsource these activities, particularly in Europe, where 64% of travel managers report some level of outsourcing compared to 52% in North America. EMEA-based travel managers are less likely to view the negotiating climate as favorable compared to their North American counterparts.

Hotel Pricing Strategies: Dynamic Discounts on the Rise

The research indicates a shift in hotel pricing strategies. Nearly half (49%) of hotel programs reported an increase in dynamic discounts, while only 17% saw an increase in fixed rates. Although fixed rates remain the foundation for most programs, there is a trend toward a blended approach. Companies are using fixed rates in high-volume markets and dynamic discounts in secondary or unpredictable locations. This flexible model allows companies to extend program coverage and respond more effectively to changing demand. The study also notes that Last Room Availability (LRA) rates are more common overall, but there is a move toward Non-Last Room Availability (NLRA) in EMEA.

AI Adoption and the Role of Human Oversight

AI is becoming more prominent in hotel sourcing. In the most recent RFP cycle, 32% of programs used AI, but 69% expect to use it in the next cycle. Travel buyers are comfortable using AI for decision support (70%) and automation (56%), but emphasize the need for human oversight, especially in areas such as traveler preferences and brand fit.

Survey Methodology

GBTA conducted the online survey between April 20 and May 13, 2026, targeting travel managers primarily in the U.S., Canada, and Europe. The responses provide a snapshot of current trends and future expectations in managed hotel programs.

Conclusion

Corporate hotel programs are evolving in response to market complexity, cost pressures, and technological advances. Travel managers are increasingly adopting flexible sourcing strategies and integrating AI, while continuing to prioritize compliance, traveler experience, and risk management. The research highlights the ongoing need for adaptability and collaboration in the corporate travel sector.