Lufthansa Calls North America Its Backbone as AI, NDC and Corporate Travel Fuel Global Expansion at GBTA 2026

Corporate travel continues to demonstrate remarkable resilience despite changing global business dynamics, according to Frank Naeve, Senior Vice President, Global Sales & Distribution at Lufthansa Group. Speaking exclusively to Apratim Ghoshal, Senior Editor, Travel And Tour World during the Global Business Travel Association (GBTA) Convention in Chicago, Naeve outlined how the airline group is strengthening its corporate travel proposition through digital innovation, expanded connectivity and closer collaboration with customers.

During the exclusive interview with Apratim Ghoshal, Senior Editor, Travel And Tour World, Naeve shared insights into the current state of business travel, Lufthansa Group’s investment in artificial intelligence, the growing importance of New Distribution Capability (NDC), and the airline group’s plans to expand its international network.

GBTA Remains a Key Event for Lufthansa Group

Frank Naeve described the GBTA Convention 2026, Chicago as one of the most significant events in Lufthansa Group’s annual calendar.

He explained that the event provides an important platform for meeting corporate customers, distribution partners and stakeholders across the wider business travel ecosystem. The conference also enables the airline group to gather valuable market feedback while discussing the evolving needs of corporate travellers.

According to Naeve, direct engagement with customers at events such as GBTA remains an essential part of Lufthansa Group’s commercial strategy.

Corporate Travel Continues to Show Strong Resilience

One of the strongest messages from the interview was Lufthansa Group’s confidence in the corporate travel market.

Naeve said the airline continues to see healthy demand from business travellers despite ongoing shifts in the global travel landscape.

Rather than viewing corporate travel as slowing, Lufthansa Group is adapting its network to ensure destinations continue to match customer demand. The company is also investing in products and distribution capabilities that better support corporate travel programmes.

He highlighted that distribution has become increasingly important, with New Distribution Capability (NDC) playing a significant role in creating additional value for corporate customers.

By combining network optimisation with improved distribution technology, Lufthansa Group aims to provide greater flexibility and more relevant travel options for businesses.

AI Is Being Applied Across the Customer Journey

Artificial intelligence was another major focus of the discussion.

While acknowledging that AI covers a broad range of technologies, Naeve explained that Lufthansa Group is concentrating on practical applications that deliver measurable improvements for customers.

The airline group is examining the entire customer journey, beginning with the search and booking experience.

According to Naeve, AI has the potential to make booking more efficient for corporate travellers while working alongside Lufthansa Group’s technology partners to improve the overall experience.

Beyond booking, servicing customers represents another important area where Lufthansa Group believes AI can add value.

He also noted that improving access to inventory remains a strategic priority as digital capabilities continue to evolve.

Rather than presenting AI as a standalone innovation, Naeve described it as a tool for enhancing multiple stages of the travel experience from initial search through ongoing customer service.

North America Remains a Strategic Market

Discussing Lufthansa Group’s global network strategy, Naeve reaffirmed the importance of North America within the airline group’s international operations.

He said the North American market will continue to serve as one of the backbone regions of Lufthansa Group’s network in the coming years.

At the same time, the airline group continues to evaluate opportunities to expand into new markets based on evolving demand patterns.

As an example, Naeve confirmed that Lufthansa Group will begin operating services to Kuala Lumpur from October, reflecting the company’s broader strategy of strengthening international connectivity where customer demand exists.

He explained that the airline continuously reviews opportunities to broaden its network and provide customers with additional travel options.

Customer Feedback Drives Future Development

Closing the interview, Naeve emphasised the importance of listening to customers.

He noted that Lufthansa Group values the conversations taking place throughout the GBTA Convention, describing customer feedback as an essential component in shaping future products and services.

He also highlighted Lufthansa Group’s position as the fourth-largest airline group in the world, saying the company remains focused on meeting customer expectations while continuing to evolve its global offering.

A Measured Approach to Business Travel’s Future

Throughout the discussion, Naeve presented a measured outlook for the corporate travel sector.

Rather than pointing to dramatic shifts, he described a strategy centred on responding to customer demand through network adjustments, practical applications of artificial intelligence, enhanced distribution capabilities and continued investment in international connectivity.

His comments suggest Lufthansa Group sees corporate travel not only as resilient but also as an area where technology and customer collaboration will increasingly shape the next phase of growth.

This article is based exclusively on an interview conducted by Apratim Ghoshal, Senior Editor, Travel And Tour World, with Frank Naeve, Senior Vice President, Global Sales & Distribution, Lufthansa Group, at the GBTA Convention in Chicago. All information reflects statements made during the interview.