Wisconsin GBTA 2026: Navigating the Future of Travel

KOHLER, WI – January 15, 2026

Leading with Humanity in a Tech-Driven World - The Wisconsin Business Travel Association successfully concluded its 2026 Annual Conference and Silent Auction at The American Club. The two-day event brought together industry leaders to explore the intersection of human-centered leadership, advanced AI integration, and the evolving landscape of global travel security and content distribution.

Five Key Takeaways for Travel Professionals

The 2026 conference provided actionable insights for navigating the complexities of modern business travel. Here are the top five takeaways:

• Human-Centered Collaboration is Key: As highlighted by Benjamin Berard, shifting from traditional "buyer vs. supplier" dynamics to a "human-centered lens" creates mutual growth and strengthens the entire travel ecosystem.
• AI Enhances, But Doesn’t Replace, People: Tahnee Perry emphasized that while AI can automate workflows and summarize reports, the "human touch" remains irreplaceable, especially when managing varying needs of travelers or complex empathetic situations.
• Security Requires Strategic Excellence: With global challenges rising, Richard Rytman stressed the importance of leadership and emphasized unique methods of planning ahead with regard to  safety programs to stay ahead of advanced hacking and security threats
• Resilience and Adaptability: Motivational speaker, Billy Brimblecom, demonstrated how to use "improvisation principles" amid crisis allows all of us to turn unexpected adversity into a breakthrough.
• Navigating Generational Diversity: Dr. Mark Taylor shared how understanding the distinct leadership needs of younger workers, which often differ from traditional management styles, is essential to meetmulti-generational workforce where they are today.

The drvn Perspective

"This year’s conference reinforces our belief that the heart of transportation remains the individual experience, despite incredible technology advancements. We continue to stay committed to blending technical innovations with our 'People First,' and we are encouraged to hear similar views during this conference." -  drvn Executive Leadership

Boilerplate: About drvn

drvn is a leading global provider of tech-enabled ground transportation solutions. Our mission is to simplify complex logistics through innovative technology and a relentless focus on passenger safety and comfort. By streamlining the booking and management process for corporate travel departments, tourism, and event planners alike, drvn continues to set the gold standard in premium, chauffeured services worldwide.

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