The Global Business Travel Association (GBTA) has forecasted continued growth in the global business travel market over the next few years. While global macroeconomic conditions remain uncertain, opportunities are emerging for travel management companies (TMCs) that can evolve with technology, personalize services, and deliver consistent value across regions.
BCD Travel, a global leader in business travel management, is actively evolving to meet rising expectations. From harnessing artificial intelligence and developing proprietary tools to executing a strong global-local strategy, the company is betting on innovation, efficiency, and a human-centered approach to power its next phase of growth.
In an exclusive interview with Charlie Li, CEO of TravelDaily China and ChinaTravelNews.com, Diederik Banken, Managing Director of BCD Travel in the Benelux, shared his perspectives on how the company is navigating industry transformation, embracing AI and digital tools, and exploring future opportunities in the China-Europe business travel corridor.
Amid economic downturns, trade conflicts, and regional tensions, how is BCD Travel adapting its global strategy to navigate through?
Banken: There is always something happening in the world. As a global company, we are able to balance the impact across markets. Economic downturns and trade conflicts bring uncertainty and nobody can predict the exact outcomes. That’s why we operate with a long-term vision.
We follow a five-year strategic plan focused on growth through technology and innovation to boost operational productivity. Our primary goal is to better serve the travelers. We don’t adjust our global strategy in reaction to daily headlines—our plans are built for long-term resilience.
What is your view on the potential of the international business travel market between China and Europe?
Banken: One of BCD Travel’s key strengths lies in our global network. With more than 15,000 team members serving clients in over 170 countries, we can leverage global infrastructure to deliver localized service and expertise.
There is tremendous potential in the China-Europe business travel corridor. Europe serves as a strategic hub for international business, and we are well-positioned to support Chinese companies expanding into European markets—and vice versa.
As the global business travel industry undergoes rapid consolidation and digital transformation, how does BCD Travel maintain its leadership? What are the company’s key competitive advantages?
Banken: We invest heavily in technology and innovation, whether through in-house development or by partnering with leading providers.
Take the BCD Marketplace for example—our version of an “app store” for travel management tools and solutions. It offers over 40 products, processes, and services from partners covering areas like expense management, sustainability, wellness, payments, program optimization, and disruption handling. These tools empower travel managers to run efficient and adaptable travel programs.
We collaborate closely with third-party tech providers while also building proprietary solutions when needed. One example is TripSource, a key area of investment, which enables travelers to manage their entire trip—from bookings to consolidated itineraries—all in one platform.
With AI increasingly shaping industries, how is BCD Travel leveraging AI to enhance operational efficiency and improve the traveler experience?
Banken: We’ve been applying AI for several years across various use cases. For instance, we use AI to standardize hotel room and bed type descriptions in the GDS and aggregator systems, ensuring consistency for travelers. AI also assists in reconciliation by matching bookings to credit card charges to improve back-end efficiency.
AI supports email categorization and automation and enables automated group air bookings. We have clients who send Excel sheets with 20 travelers flying from different locations to a single destination for meetings or events—AI streamlines this entire process.
We’re continuously exploring automation use cases that are low-risk but high-impact. According to Gartner, decisions made by AI without human oversight could result in USD 100 billion in asset damage by 2030. That’s why we believe in leveraging AI with human supervision.
We’re also exploring AI-powered digital assistants for rebooking, itinerary changes, and travel notifications. But at BCD Travel, there’s no one-size-fits-all approach—some clients prefer AI-enhanced services, while others still value direct human interaction.
A new wave of tech-driven TMC startups is reshaping corporate travel services. How does BCD Travel respond to this disruption? Do you see opportunities for collaboration, or will BCD Travel focus on its own innovation to stay competitive?
Banken: Competition is healthy—it drives us to stay agile and continuously improve our services. We embrace collaboration with partners while investing in our own technology and innovation.
Our pricing remains competitive, but the service offering often differentiates us. We can support highly complex travel programs that some new entrants are not equipped to handle.
In the SME segment, OTAs are also competitors. This market is part of our five-year growth plan. SME clients increasingly demand comprehensive travel solutions—not just a ticket. That’s where our strength lies: we offer an integrated service package, whereas many OTAs may only provide single-point solutions like flights or hotels.
What major shifts do you anticipate in the business travel industry over the next five years? How is BCD Travel preparing for future innovations and technological advancements to maintain its competitive edge?
Banken: First, we anticipate continued growth in digital innovation. Emerging technologies will further enhance how we deliver value to travelers and clients.
Second, the traveler and booker experience will become even more central. We’re investing in ways to make business travel more seamless and intuitive for all stakeholders.
Third, corporate travel programs are becoming more complex. We’re adapting to manage that complexity—particularly as demand for meetings and event outsourcing grows. Our BCD Meetings & Events division is expanding rapidly to meet this demand.
