The Guild of Travel Management Companies has rebranded to reflect the wider scope it now has in the industry.
The GTMC is now known as the Business Travel Association. The move was announced at the BTA’s annual conference in Noorwijk, The Netherlands.
BTA chief executive Adrian Parkes said: “This evolution to the BTA celebrates a step change for the association and allows us to more clearly communicate the board’s broadened strategy.
“Our commitment to unifying our members and partners behind solutions to cross-industry issues remains strong and we are excited to build upon this work for a brighter future.”
The rebrand follows feedback from across the industry and a “brand equity study”.
“The change is expected to be very beneficial for our work with government and the recently formed All Party Parliamentary Group, with industry regulators and in promoting the sector across academia,” added Parkes.
The BTA has appointed Suzanne Horner as new chair of its executive board. She replaces Paul Allan who stepped down following Clarity’s acquisition of Ian Allan Travel in May this year.
Horner is chief executive of Gray Dawes Group and currently chair of the BTA’s People Strategy Group where she leads the association’s bid to attract new talent to the corporate travel sector.