Instant bookings, AI, and automated workflows help business travel run, but technology is only part of the engine powering corporate travel programs. As Joanna Greenfield, Senior Vice President – Europe at BCD Travel, explains in a recent LinkedIn post, the true heartbeat of the industry remains human.
Travel is evolving—but it’s not losing its soul
Joanna has seen business travel transform over her 25+ years in the industry. From paper tickets to APIs and automation, the tools are smarter than ever. Yet she stresses that what makes travel management effective isn’t just the systems—it’s the experts, consultants, agents, analysts, and partners who anticipate needs, solve problems, and keep travelers moving safely and productively.
No matter how advanced the technology becomes, the heart of this industry will always be human.
Joanna Greenfield
“This isn’t about nostalgia,” she writes. “It’s about balance. When technology is paired with empathy, and automation with accountability, travel programs truly work in the real world.”
Why people still matter most
Business travel today is more complex than ever. Geopolitical risk, climate disruptions, budget scrutiny—all add weight to every decision. And when trips don’t go as planned? “When a traveller is stranded, it’s not an algorithm that gets them home—it’s a person who knows what to do,” Joanna says.
Technology can streamline, but it’s human judgment that ensures care, safety, and continuity.
Making the human side more visible
A key theme in Joanna’s post is visibility. Many within global organizations still don’t know what a travel management company (TMC) does—or how much human expertise goes into supporting travelers behind the scenes.
Her recent appointment to the Business Travel Association (BTA) board reflects her commitment to making that story louder: shining a light on the agents, consultants, analysts, and crisis responders who make business travel possible every day.
What this means for you
Joanna frames the value of people in travel management in clear terms:
- For travel buyers and program leaders: Strategic guidance to navigate complexity—from policy compliance to sustainability to risk management.
- For arrangers: Smart tools supported by experts who can step in when automation isn’t enough.
- For travelers: A seamless experience, with personal support available when it matters most.
Keep the conversation going
Follow Joanna on LinkedIn for more perspectives on where the industry is heading—and the people shaping its future.
