2024 Recap: Top business travel news of the year

While many stories shaped the business travel landscape in 2024, three stood out for their significant impact:  

• CrowdStrike global outage ‍
• American Airlines and NDC debacle  ‍
• Industry mergers and acquisitions

In a recent LinkedIn poll, we asked our audience to identify the most impactful story of the year.

A majority (58%) selected the CrowdStrike global outage—not surprising as it was unprecedented and certainly impacted many. In this article, we dive into each story and its broader implications for business travel.
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CrowdStrike global outage

On July 19, 2024, a global outage of cybersecurity giant CrowdStrike sent shockwaves through corporate travel. A flawed software update led to millions of Windows systems crashing worldwide, disrupting operations across industries—including airlines.

Major carriers like Delta, American Airlines, and United were unable to access critical systems such as check-in platforms, scheduling, and baggage tracking tools. The result? Thousands of flights canceled or delayed, leaving travelers stranded in airports across the globe.

This event highlighted the vulnerabilities of technology-dependent travel systems and underscored the need for:

• Robust contingency plans
• Stronger collaboration between cybersecurity providers and travel management stakeholders

For travel management companies (TMCs) and corporate clients, the outage was a wake-up call to re-evaluate their security protocols and ensure business continuity in the face of similar disruptions.

American Airlines and NDC debacle

American Airlines' aggressive push toward New Distribution Capability (NDC) stirred major controversy throughout the year. By limiting access to its full fare inventory on traditional global distribution systems (GDS), the airline aimed to promote its preferred direct booking channels.

While American positioned this move as a step toward innovation and cost-efficiency, the result for TMCs and corporate clients was far more disruptive:

• Reduced fare visibility for travel managers
• Higher costs for travelers and organizations
• Workflow disruptions, forcing businesses to adapt to new tools and channels

Backlash from many in the business travel industry prompted a broader discussion about:

• The role of NDC in the future of corporate travel
• The need for collaborative solutions between airlines, TMCs, and technology providers to avoid disruptions

As a result of backlash, American Airlines thankfully scrapped its NDC plan.  

Notable mergers and acquisitions

This year also saw significant merger and acquisition activity, signaling further consolidation and growth in the travel management sector. Here are the key highlights:

• Amex GBT and CWT: Attempted Merger Faces CMA Pushback
  American Express Global Business Travel (GBT) and Carlson Wagonlit Travel (CWT) sought to merge, but the UK’s Competition and Markets Authority (CMA) raised concerns about reduced competition. Both companies challenged the findings, arguing their merger would drive innovation and provide better service for corporate travelers. ‍
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• Singh Leads Direct Travel Acquisition
  Investor, Concur-founder, and Spotnana owner Steve Singh spearheaded the acquisition of Direct Travel, solidifying its position as a significant player in the TMC market. Under Singh’s leadership, expectations are high for strategic growth and technological advancement. ‍
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• TravelPerk Expands U.S. Presence with AmTrav Acquisition
  In June 2024, Barcelona-based TravelPerk acquired Chicago-based AmTrav, marking a major step in its U.S. expansion. The deal added 1,000 small- and medium-sized business (SMB) clients to TravelPerk’s portfolio and doubled its U.S. revenue, making the U.S. its top market. This acquisition reflects growing demand for tailored, tech-driven travel solutions for SMBs, a segment often underserved by traditional TMCs. ‍
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• Serko’s Growth Continues with GetThere Acquisition
  Corporate travel platform Serko finalized its acquisition of GetThere, further expanding its presence and reinforcing its commitment to offering end-to-end travel management solutions. ‍
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• Alaska Airlines-Hawaiian Airlines Merger Clears DOJ Hurdle
  The proposed merger between Alaska Airlines and Hawaiian Airlines cleared a significant hurdle with the U.S. Department of Justice review. The merger aims to strengthen competition in the West Coast market while improving route options for travelers.

Conclusion
From technology disruptions to NDC to consolidation within the TMC landscape, 2024 demonstrated the volatility and adaptability of the business travel industry. It’ll be interesting to see what’s on the horizon in 2025 for the business travel industry. The focus will likely remain on innovation, collaboration, and overcoming challenges in a constantly evolving landscape.

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