Sonesta’s Personalized Approach Sets It Apart for Corporate Travel Buyers

Monday, August 10, 2026

“What sets us apart is our personalized approach. We work closely with our clients to understand their goals and deliver customized solutions backed by responsive service and strong value.”

The GBTA Convention 2026 in Chicago brought together business travel professionals, hospitality companies, travel management organisations, technology providers and corporate buyers to discuss the forces reshaping the global business travel sector.

Against this backdrop, Apratim Ghoshal, Senior Editor, Travel And Tour World, spoke exclusively with Brian Macaluso, Vice President of Global Sales, Sonesta International Hotels Corporation, about the evolving priorities of corporate travellers and travel managers.

Macaluso highlighted the positive energy at GBTA 2026, noting that discussions across the show floor were increasingly centred on stronger partnerships, technology and improved traveller experiences. With more than 1,100 hotels, Sonesta is positioning its portfolio to support individual business trips as well as meetings and events. Macaluso also pointed to changing traveller expectations, with companies placing greater emphasis on flexibility, seamless experiences and technology.

Digital transformation is another important focus. Sonesta is enhancing its booking experience, supporting integration with corporate travel tools and developing Sonesta Travel Pass to provide greater value.

The interview reflects a wider GBTA 2026 industry theme: corporate travel is becoming increasingly technology-enabled while maintaining the human service and personalisation that business travellers continue to expect.

During the conversation, Macaluso shared his perspective on the positive energy and optimism emerging across the convention floor, while highlighting the importance of stronger industry partnerships and better traveller experiences. He also discussed how Sonesta’s extensive portfolio of more than 1,100 hotels positions the company to serve business travellers, meetings and events across diverse markets. The interview further examines corporate travel trends, the growing role of digital solutions, enhancements to Sonesta Travel Pass, and the opportunities created by Sonesta’s continued portfolio expansion.

1.How are you feeling being here at GBTA 2026 so far, and what are your initial impressions of the energy and discussions taking place across the show floor this year?

It’s great to be here at GBTA. The energy has been very positive, and there’s a real sense of optimism across the industry. The conversations have focused on strengthening partnerships, embracing technology, and creating better experiences for travelers. It’s exciting to be part of those discussions.

2. What makes Sonesta an attractive partner for companies looking to support their business travel, meetings, and event’s needs?

Sonesta offers the scale and flexibility today’s travel buyers are looking for. With more than 1,100 hotels across a diverse portfolio, we can support everything from individual business trips to large meetings and events.

What sets us apart is our personalized approach. We work closely with our clients to understand their goals and deliver customized solutions backed by responsive service and strong value.

3. What trends are you seeing across corporate travel and meetings, and how is Sonesta adapting to meet those changing needs?

We’re seeing companies prioritize flexibility, traveler experience, and technology more than ever. Meetings are becoming more intentional, and travelers expect a seamless experience.

We’re responding by investing in digital tools, enhancing our loyalty program, and expanding in the markets our customers need most—all while delivering the personalized service Sonesta is known for.

4. As Sonesta continues to expand its portfolio, what opportunities are you most excited about for the future?

Our growth allows us to provide more options for our corporate clients. As we continue expanding, we’re creating new opportunities for our customers, our owners, and our team. It’s an exciting time as we continue building on our momentum while staying true to our service-first approach.

5. With corporate travel buyers increasingly prioritizing flexibility and technology, how is Sonesta integrating digital solutions—like enhanced loyalty programs or seamless booking tools—to streamline the end-to-end experience for corporate travel managers?

We’re focused on making travel easier at every step. That means improving our digital booking experience, supporting integration with corporate travel tools, and continuing to enhance Sonesta Travel Pass to deliver more value for travelers. By combining smart technology with great hospitality, we’re creating a smoother experience for both travel managers and their travelers.

About Brian Macaluso

Brian Macaluso joined Sonesta International Hotels Corporation in 2021 and leads the company’s Global Sales team through its continued growth and expansion. As Vice President of Global Sales, he plays a key role in connecting Sonesta’s clients with its hotels across business travel, groups and meetings, airline partnerships, leisure and long-term stays. With more than 20 years of hospitality experience, Macaluso previously held leadership positions with Marriott and Starwood across the United States, while based in Boston. A graduate of the University of Massachusetts Amherst, Macaluso credits his university years with sparking his passion for the hotel industry, hospitality and sales.

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