The Business Travel Association (BTA) has launched a white paper to address “the growing challenge of content fragmentation” in the corporate travel industry.
The paper, commissioned by the BTA in partnership with the Australian Association of Travel Management Companies (ATMC) and Guild of European Business Travel Agents (GEBTA) in Spain, suggests travel management companies (TMCs) can play “a critical role in mitigating” increasing levels of fragmentation.
Produced by management consultancy Black Box Partnerships and released at the BTA conference in Gibraltar, the white paper draws on contributions from TMCs, corporate buyers and suppliers including airlines, aggregators and accommodation, ground transport and technology providers.
Feedback for the report suggested 100% of corporate buyers believe content fragmentation needs to be addressed urgently and 60% of suppliers agree it is an urgent issue.
The fragmentation has been driven by airlines developing new distribution capability (NDC) technology and direct connects, often by-passing traditional global distribution systems (GDSs) and making full content available only via non-GDS channels.
BTA chief executive Clive Wratten said: “Content fragmentation is rapidly reshaping how corporate travel operates. This report not only outlines the challenges but offers a path forward for TMCs.”
He insisted: “It’s crucial for suppliers to recognise the TMC community as a valuable distribution partner, capable of bridging the gaps in content and driving collaboration.”
GEBTA general manager Marcel Forns Bernhardt said: “In Europe, we see the challenges of content fragmentation playing out across borders, impacting both pricing and service delivery.
“This paper offers insights and practical strategies that will help TMCs, suppliers and corporate clients navigate these complexities.”
Tass Messinis, chair of the ATMC, agreed: “The complexity of content fragmentation has far-reaching implications for TMCs.”
He told the BTA conference: “Our members see a significant amount of complexity coming in because of this fragmentation and we need consolidation to bring content back in.”
Messinis argued: “NDC allows rich content and personalisation and that is fantastic. The challenge is every airline has its own NDC strategy.”
Wratten said: “The purpose of the paper is not to be negative, but to say how can we make it better.”
Black Box Partnerships managing partner Leigh Cowlishaw suggested the white paper “represents a significant step in addressing one of the most pressing issues faced by the corporate travel industry”.