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.