Cleared for takeoff: CX solutions for business travel.
Updated on February 13, 2025
The continuous pursuit of seamless and personalized customer experiences (CX) is a shared objective for both airlines and in a broad sense, the entire business travel ecosystem. Yet, the challenges they face often diverge and create a CX divide that needs bridging.
I attended The World Aviation Festival Europe and the GBTA Business Travel Conference Europe during the Autumn of 2024. As part of my role in the GBTA Aviation committee, I took part in a roundtable at GBTA that aligned with the broader discussions and insights from the World Aviation Festival (WAF).
Data privacy and personalization: a delicate balancing act.
A central theme at the GBTA Aviation roundtable was personalization and data protection. Attendees grappled with understanding how to tailor offers and services without compromising traveler privacy. This concern echoes the WAF discussions on data-driven personalization and the ethical considerations surrounding AI-powered solutions.
There was a strong consensus at the roundtable that consent and transparency must be embedded in the experience. As one person succinctly said “Give customers the option to opt in or out", which highlighted the importance of clear communication and the traveler’s self-agency about the use of their data. The impact of AI shaping data-driven personalization within the Aviation industry was of concern for everyone, especially those who worked in the public sector whose data is highly sensitive and requires an extra layer of privacy
Fragmentation: the enemy of a seamless journey.
The fragmented nature of CX was a recurring concern at both the GBTA Aviation Committee roundtable and WAF. Airlines and business travel providers alike recognize that data silos, disjointed communication channels, and inconsistent partner experiences create friction points.
WAF released a report after the event which emphasizes that “digital transformation is critical for airlines to maintain competitiveness in an evolving market”. The Aviation industry as a whole recognizes that technology is crucial for bridging data gaps and creating a unified customer view. This resonates with the GBTA roundtable which had discussions about ensuring information is tailored and doesn't violate corporate travel policies. The need for integrated systems that respect traveler preferences AND corporate travel policies is equally, if not more important for their travelers than leisure travelers: who can travel without any policy restrictions on them as they choose and pay for travel themselves.
Bridging the gap: collaboration and a customer-centric mindset.
Both the GBTA Aviation Committee Roundtable and WAF discussions underscored the importance of collaboration in tackling CX challenges. My key takeaway from the roundtable was that practical, actionable insights are needed to foster strong partnerships between the Aviation Industry and Corporate travel.
There were 6,000 registered delegates and over 2,000 delegates at GBTA. It would have been useful to bring Corporate Travel Managers and technology providers together in one space to meet the airlines and other stakeholders to drive innovation and collaboration. Bridging the CX divide requires a holistic effort from airlines and business travel providers to address data privacy concerns, overcome fragmentation, and foster a collaborative, customer-centric mindset. If everyone from GBTA and WAF were together in one place to discuss these issues it would provide a better roadmap to create a more seamless, personalized, and enjoyable travel experience for business travelers in 2025 and beyond.