The nearly 500 professionals and more than 50 speakers who participated in the 4th Innovation Summit Business Travel & MICE?including executives from large companies, travel agencies, event organizers, hotel chains, airlines, destinations, technology providers, and experts?identified some trends in an industry that moves thousands of people every day and has a major impact on destinations.
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Nearly 500 professionals and more than 50 experts from the business travel and corporate events sector participated on July 8 and 9 in the 4th Innovation Summit Business Travel & MICE (ISBTM 2026), held in Madrid on July 8 and 9, where they agreed that the industry is undergoing a paradigm shift in which the traveler?s experience, productivity, and strategic value are taking on greater importance compared to the traditional focus on cost.
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Travelers are no longer looking solely for the lowest price; hotels are prioritizing the creation of personalized experiences, agencies are evolving into strategic partners, and artificial intelligence is beginning to establish itself as a management tool. These were some of the main conclusions of the 4th Innovation Summit Business Travel & MICE (ISBTM2026), organized by Forum Business Travel & Events and held on July 8 and 9 at the Eurostars Tower Hotel in Madrid, where nearly 500 professionals and more than 50 speakers analyzed the future of corporate travel and professional events.
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Belén Salgueiro, director of Simmer Events by VB Group, participated in one of the main panel discussions at the 4th Innovation Summit Business Travel & MICE, which focused on the evolving relationship between clients and event agencies. Simmer Events participated in the fourth edition of the Innovation Summit Business Travel & MICE?ISBTM 2026?organized by Forum Business Travel & Events and held on July 8 and 9 at the Eurostars Madrid Tower.
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The corporate travel and events sector is changing, just as the customer is?an issue that took center stage at the 4th Innovation Summit Business Travel & MICE (ISBTM2026), organized by Forum Business Travel & Events and held on July 8 and 9 at the Eurostars Tower Hotel in Madrid.
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Nearly 500 professionals and more than 50 speakers participated in the 4th Innovation Summit Business Travel & MICE (ISBTM2026), which identified the major trends that will shape the future of an industry that is becoming increasingly strategic for the global economy.
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