Artificial intelligence dominated the agenda at Business Travel Show Europe, but it wasn’t the conference’s defining message. Across three days of discussions covering technology, travel management, procurement, supplier relationships, traveller safety and geopolitical uncertainty, a more fundamental theme consistently emerged. Reducing uncertainty is becoming business travel’s next competitive advantage. Whether speakers were discussing AI, travel policy, supplier partnerships or duty of care, they repeatedly returned to the same challenge: how do we help travellers make better decisions, give organisations greater confidence and remove unnecessary friction from increasingly complex journeys?

Czech technology startup Flae Robotics, the company behind AI receptionist BE-A, is accelerating its European expansion with its entry into Germany and Austria. The move follows successful deployments in Czech hotels and a recent UK launch, as the company sets its sights on the hospitality market in the DACH region. BE-A is a front-office operating system for modern hotels. The AI platform automates routine guest communication and front-office workflows - from guest questions and requests to reservations and communication via email, WhatsApp, and voice - operating 24/7 in more than 100 languages. It integrates with hotel systems such as PMS, booking engines, and channel managers.

Mews, the operating system for hospitality, has been named a Leader in the IDC MarketScape: Worldwide Revenue Management Systems in Hospitality 2026 Vendor Assessment (doc # US53542126, June 2026). According to the IDC MarketScape, “Hospitality operators should consider Mews if they are seeking a unified architecture and are prioritizing a unified PMS-RMS-BI workflow, high-frequency automated pricing, and a roadmap toward total guest revenue optimization within a single ecosystem.”

RateGain Travel Technologies Limited, a global provider of AI-powered SaaS solutions for the travel and hospitality industry, today announced the next phase of its European expansion, with the region contributing 31.6% of the company’s total FY2025 revenue. Driven by growing demand for AI-powered commercial solutions, RateGain has more than doubled its commercial team in Europe and is increasing investments across key markets to accelerate growth.

Hospitality’s largest global guest technology managed services provider, SONIFI, is unveiling its latest innovations at the annual Hospitality Industry Technology Exposition and Conference (HITEC) next week. Located in booth #1230 at the event, SONIFI will be showing how they help hotels transform basic must-have amenities like Wi-Fi, TV and telephony into a higher standard for their guests and their property.

Conduit, the AI coordination layer for hospitality operations, unveiled the next evolution of its platform, expanding its core automated guest messaging capabilities into an operational AI platform with a suite of pre-configured agents for guest support, sales, cleaning and owner communication.