GTMC rebrands as BTA and appoints new chair

Change to Business Travel Association announced at conference in Noordwijk and is intended to highlight a broader strategy.

Suzanne Horner, new chair of the BTA

The GTMC has rebranded to become the Business Travel Association (BTA). The new brand identity and logo was unveiled at its annual Overseas Conference, being held this year in Noordwijk, Holland. 

Suzanne Horner of Gray Dawes Group was also announced as the new chair, replacing Paul Allan who stepped down following Clarity’s acquisition of Ian Allan Travel in May this year.

"This evolution to become the BTA celebrates a step change for the association and allows us to more clearly communicate the board’s broadened strategy," said Adrian Parkes, CEO of the BTA.

"The rebrand comes after conducting a brand equity study, gathering feedback from across the industry. The new brand and mission statement clearly reflects the evolution of the organisation and defines the role of the association both inside the industry and, most importantly, externally. 

"The change is expected to be very beneficial for our work with government and the recently formed All-Party Parliamentary Groups (APPG), with industry regulators and in promoting the sector across academia."   

Parkes is stepping down from his position as CEO of the BTA at the end of July and his successor is expected to be announced shortly after. 

The new logo of the BTA

New chair of the executive board, Horner, added: "I’m looking forward to working closely with the new CEO and board on delivering the new BTA strategy and continuing the hard work we’ve already started to implement on behalf of our TMC members and their clients, as well as partners and other industry associates. We have a bright future ahead."

The rebranding was announced at the 2019 Overseas Conference called ‘What’s Next?’, which took place from 30 June to 2 July. Highlights included an industry panel discussion featuring James Heappey MP and political commentator Steve Richards, in which Heappey branded single-use plastics at conferences "unacceptable."  


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