Is your travel spend too small for today’s supplier discount programs? SME travel supplier partnerships may be within easier reach than you think.
If you’re a Travel Manager at an SME, then you may feel that your travel spend is overall too small to negotiate valuable supplier discounts. However, it is possible to secure SME travel supplier partnerships if you take the right approach.
In our upcoming three-part supplier partnership playbook series, we’re covering how you can go about securing these partnerships with hotels, airlines and ground transportation providers. Let’s start with an overview of why SME travel supplier partnerships matter. Then, we’ll clue you into why hotels are the low-hanging fruit you’ll want to claim first.
Key Takeaways
- While many SMEs may not pursue travel supplier partnerships with certain vendors, doing so can result in cost savings and Traveler benefits.
- Hotels are your best bet for securing initial travel supplier partnerships.
- In the months ahead, JTB Business Travel will walk you through the steps of securing not only hotel partnerships but also ground transportation and airline partnerships.
Why SME Travel Supplier Partnerships Matter
First, though, why even bother? It’s an understandable question.
After all, as Business Travel News’ 2025 Small & Midsize Travel Program survey found, many Travel Managers feel that it’s exceptionally difficult to secure SME travel supplier partnerships. Even if they can secure those partnerships, the results may be lackluster at best.
The survey found that, because of this lack of confidence, less than half of SME respondents even bother trying to secure partnerships via an RFP process with airlines. Even fewer do so with ground transportation providers. About a third never attempt it with accommodations providers.
Despite this, if a Travel Manager does put in the effort to secure SME travel supplier partnerships, the benefits are myriad and extensive.
First, obviously, there are the cost savings that you’ll enjoy. Yes, some airlines may only give their business partners minimal discounts that only save you a fraction of what you’d pay otherwise. In contrast, though, hotel partnerships may offer a much higher ROI.
The benefits also trickle down to your Travelers. When you partner with preferred vendors, you can better tailor each stay to your Travelers’ needs while ensuring each Business Travel Experience remains consistent.
Additionally, with those preferred partners at the ready, you’ll be able to exact greater control over your travel policy. That then results in a stronger Duty of Care. When Travelers can operate within defined boundaries, in terms of how and what to book, they’ll be able to more easily remain policy-compliant, leading to a higher level of safety and transparency.
Where to Start: Hotels, Airlines, Ground Transportation
As mentioned, hotels are frequently the best place to start when it comes to securing those initial SME travel supplier partnerships. They oftentimes offer a lower spend threshold as part of their stipulations, as well as flexible programs.
However, don’t come to the bargaining table empty-handed. As Business Travel News’ above-linked report on the matter explained, hotels want to know exactly what they’ll get by negotiating with an SME. They’ll want you to be able to prove that you’ll give them preferential treatment. After negotiations occur and a partnership is in place, they’ll want you to back up those claims with data.
You’ll also notice in Business Travel News’ survey results above that, out of airlines, ground transportation and hotels, SMEs are most likely to attempt to negotiate with hotel brands via the RFP process. This can further be seen via August data from the Global Business Travel Association (GBTA).
The research found that, of Travel Managers who attempt to negotiate with hotels, about two-thirds conduct formal RFPs, while the other approximate third negotiates outside the RFP process. Those conducting non-RFP negotiations are more likely to be SMEs with 5,000 or fewer employees. Additionally, these informal negotiations are less common in certain regions, such as in Europe.
While informal hotel negotiations take place, though, they’re not always an ideal option. According to the GBTA data, Travel Managers found that, without using the RFP process, they encountered issues such as less standardization, misunderstandings of contract terms and fewer partners to compare. As such, if you begin negotiating with hotels, an RFP process is the safest way to go.
But what about airlines and ground transportation?
It is possible to secure SME travel supplier partnerships with both airlines and ground transportation providers. However, it won’t be as easy as negotiating with a hotel chain, generally.
Airline partnerships are much more difficult to secure. You may, though, be able to open doors by focusing on specific routes that your Travelers use often, or by enlisting the help of a Travel Management Company. Ground transportation partnerships, meanwhile, such as those with rental car providers or rail, are more accessible, though sadly overlooked.
What Can You Expect in the SME Travel Supplier Partnerships Playbook Series?
In the months ahead, we’re going to dig deeper into how you can form valuable partnerships that benefit your Travelers and your bottom line. We’re telling you everything you need to know about securing SME travel supplier partnerships.
We’ll be starting with hotels next month. Then, we’ll move on to the challenges and opportunities you can expect with SME airline discount programs. Lastly, we’ll share the keys to unlocking ground transportation savings through car rental business programs.
Ready to Unlock the Value of SME Travel Supplier Partnerships?
JTB Business Travel is here to help. If you feel confident pursuing travel partnerships with hotels at this time, start by building credibility with vendors in your existing network, or even launching an RFP process. Then, keep an eye out for our next playbook feature. You’ll learn everything you need to know about how to get the most from hotel negotiations.
