Skift Take

Bring it on, GBTA. Let your freak flag fly (apologies to Crosby, Stills, Nash and Young).

Two signs of life emerged in recent days from the suits at the sometimes-stodgy Global Business Travel Association?

One was a video promotion for the GBTA’s annual convention in San Diego this summer. For those who think that managed travel, back-office accounting, and humor are contradictions in terms, then check out the video.

The other tentative indication of a pulse was the GBTA’s announcement today that Concur will be sponsoring a new GBTA Spotlight on Transformation, which is geared, in the words of GBTA COO Michael McCormick, “to highlight the most talented, creative, and innovative people in our industry.”

GBTA describes the program:

“Throughout the year, the GBTA Spotlight on Transformation stories will appear in a webinar series and will be highlighted with a Spotlight column issued several times in the Global Business Travel magazine. The program and the stories will be showcased prominently at the GBTA Convention in San Diego, the Australia/New Zealand conference in Melbourne and the European conference in Prague.”

OK, the format of the program doesn’t sound terribly exciting, but you have to start somewhere.



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Tags: advertising, gbta

Photo credit: The GBTA is promoting its upcoming conference in some ads that show it is loosening up a bit. GBTA

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