Business Travel Show Europe – 24–25 June 2026, Excel London
AI is already delivering tangible benefits for travel buyers – particularly in navigating geopolitical disruption, the single biggest challenge facing the sector in 2026 – according to data from Business Travel Show Europe.
While BTN Intelligence research shows AI adoption remains in its early stages, the Business Travel Show Europe research reveals around 1 in 10 buyers are already seeing value from AI, with the strongest gains aligning directly to their most pressing challenges: geopolitical risk, rising costs and traveller safety.
AI tackling travel’s biggest challenge: geopolitical uncertainty
The research showed geopolitical instability is the top concern for 46.5% of travel buyers, yet it is also one of the clearest areas where AI is already making an impact.
● 10.08% of buyers are already benefiting from AI-driven real-time geopolitical risk analysis, helping them monitor disruptions, assess safety and respond faster to global events.
● AI is also delivering cost savings (10.92%), addressing inflationary pressures affecting 36.5% of buyers. Jet fuel price hikes will only add to this concern.
● 9.24% report improvements in duty of care, with AI supporting traveller tracking, alerts and risk mitigation.
A sector on a rollercoaster: optimism vs caution
Despite these early wins, travel buyers remain split between enthusiasm and concern, creating what can best be described as a “rollercoaster” of sentiment towards AI.
On one hand, buyers see strong future potential:
● 64.71% expect enhanced, more personalised travel experiences
● 62.18% cite cost optimisation and deal-finding
● 61.34% highlight improved duty of care
● 60.50% see value in sustainability and ESG tracking
● 59.66% want scenario modelling to better plan for disruption
● 48.74% are optimistic about geopolitical risk analysis—reinforced by those already seeing results
Risks remain front of mind
At the same time, buyers are cautious about adopting AI at scale – particularly in high-risk environments like travel management where safety, compliance and accuracy are critical.
Key concerns include:
● Misinformation, disinformation and bias (75.63%)
● Data privacy and security risks (66.39%)
● Legal and compliance exposure (47.06%)
● Uncertainty around supplier strategy and pricing (25.21%)
AI as a decision-support tool, not a decision-maker
Elisabetta Gibertoni, Global Travel & Events Senior Manager at LivaNova is currently using AI. Her usage and concerns mirror those of the survey’s results. She said: “We are using AI to improve traveller information search to support booking and help users find travel policy details, starting with chatbots and moving into more advanced use cases.
“The main concerns I have are data quality, transparency and maintaining human oversight in critical decisions. AI should be used as a decision-support tool—not a decision-maker—and organisations should focus first on controlled, low-risk applications.”
A progressive but cautious industry
Louis Magliaro, Executive VP of The BTN Group, organiser of the Business Travel Show Europe, added: “This data shows our sector has a progressive attitude towards AI. We recognise its potential to transform travel management – especially in areas like geopolitical risk and cost control – and there is clear demand for practical solutions that deliver measurable value.
“However, as a data- and regulation-heavy industry, we also need guardrails. Buyers want proof that AI is safe, compliant and effective before scaling adoption. Watching how early adopters are using these tools will be key.”
Moving from promise to practical application
With attention turning to how quickly and safely adoption can scale, Business Travel Show Europe, taking place 24–26 June at Excel London, will provide a platform for buyers to explore their many AI-related questions, hopes and concerns through expert panels, real-world case studies and practical frameworks.
Highlights include the session: “AI show and tell: how travel managers are using AI today”, where early adopters will share firsthand experiences and Elizabeth West will present new European research findings from the BTN Intelligence report mentioned above.
The event will also bring together more than 200 travel suppliers and a global community of peers to help buyers build more resilient, future-ready travel programmes.
Business Travel Show Europe: 24-25 June, Excel London. Register for free now.
