GTMC reveals new identity as the BTA
the Guild of Travel Management Companies (GTMC) announced a new name and identity at its annual conference in the Netherlands in July, with the organisation moving forward as the Business Travel Association (BTA).
Its new name reflects a “more inclusive, more ambitious, more collaborative and bolder outlook”, said Adrian Parkes, the association's Chief Executive, who steps down this summer. “We've developed as an organisation in recent years and the time was right [to rebrand],” he said, pointing to its growing number of supplier partners and increasing lobbying activity. “This evolution to the BTA celebrates a step-change for the association and allows us to more clearly communicate the board’s broadened strategy,” said Parkes. A new CEO will be announced this summer.