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The business travel industry is rapidly innovating, with startups and legacy players leveraging technology and artificial intelligence to enhance booking management and on-trip experiences. However, challenges remain due to industry complexities and the need for substantial funding. Startups often pivot to B2B markets due to difficulties in gaining relevance in B2C and need to communicate their product's value to non-travel stakeholders. While acquiring early customers and surviving in the corporate travel sector is tough, startups contribute to innovation and early adopters can highly influence product customisations.