Business Travel Trends for 2027: How Shifts in Spending, Policy, and Traveler Demands are Impacting the Industry

In this presentation, Marilyn Katzman (Vice President, Research at GBTA) and Cady Wolf (Vice President, Strategic Development at the GBTA Foundation) will talk about the business travel trends they’re seeing  on national and global levels and how those trends are expected to impact you in 2027. They will also discuss ways to ensure you’re getting the most out of GBTA membership in the upcoming year.

Bio's

Cady Wolf – Vice President of Strategic Development at the GBTA Foundation

With over 20 years of experience driving success for global brands in the travel, technology, and eCommerce sectors, Cady Wolf is a commerical leader with expertise spanning B2C, B2B, and SaaS-focused companies. As Vice President of Corporate and Foundation Relations at the GBTA Foundation—the nonprofit arm of GBTA dedicated to advancing People and Planet initiatives—Cady plays a key role in shaping the future of the business travel industry.

Before joining GBTA, Cady founded A23 Advisors, a hospitality consulting firm, and held key commercial leadership roles at industry leaders like Travelocity, Sojern, and Switchfly during her 18 years in San Francisco.

A lifelong learner, Cady holds undergraduate and graduate degrees in Hospitality Management, as well as executive degrees from Cornell University, SMU, and UVA. She is deeply committed to industry advancement, serving on multiple advisory boards, founding Women in Travel Tech, and teaching in the Hospitality and Sustainable Tourism program at the University of Utah.

Based in Park City, Utah, Cady balances her professional passions with an active outdoor lifestyle, enjoying life with her husband, three sons, and two dogs.

Marilyn Katzman - Vice President of Research at GBTA

Marilyn Katzman is Vice President of Research at the Global Business Travel Association (GBTA), where she leads the organization's global research strategy and develops insights that help the business travel industry understand emerging trends and make more informed decisions. A strategic research advisor with more than a decade of experience, Marilyn has designed and led research programs for leading technology, travel, and Fortune 500 companies. She has partnered with senior leaders across product, marketing, communications, and policy to define what they need to learn, determine where research can genuinely inform their decision-making, and build thought-provoking findings.