Business Travel Rockstar Interview - Patrick Diemer

Patrick Diemer - Chair of the Board
European Network of Business Travel Associations 

Let's start with something about you. How did you start your professional career and how did you get into the travel industry?

When I first entered the travel industry, it felt like stepping into completely new territory. My move from Visa to Lufthansa AirPlus marked a shift from being a service provider to becoming the client. That’s when I truly realized how much I had yet to learn—suddenly I was asking, what exactly does a travel agency do? What is a GDS, or a PNR? There was a whole new world of industry knowledge to discover.

Is there something that particularly fascinates you about this industry? Who or what has inspired you and/or continues to do so today? 

The passion that drives people in the travel industry is truly inspiring. There’s a genuine sense of dedication and spirit that defines those who work here. I’ve always admired the mindset of explorers and entrepreneurs—being part of Marco Polo’s or Columbus’s crew would have been a dream come true for me.

What has been your favourite experience during your professional career to date?

Choosing a single favourite experience from my career is no easy task. Since the early 2000s, the AirPlus team has been driven by the vision of expanding our global footprint—a journey filled with ambition, resilience, and collaboration. Being part of this evolving story, witnessing first-hand how a shared sense of purpose can inspire teams to overcome challenges and celebrate milestones together, is truly unforgettable. The energy and dedication of those around me, the pursuit of common goals across diverse markets, and the pride of contributing to something bigger than oneself—these collective moments stand out as highlights that have shaped my professional journey.

In your opinion, what is the greatest achievement in travel technology since the turn of the millennium?

The awakening to sustainability. As frequent travelers, we must embrace more environmentally conscious ways to explore the world—otherwise, the privilege of travel may soon be out of reach. That would be a true loss.

Do you have a favourite among the technologies that have been developed for the travel industry? 

Despite all the criticism that can be leveled at IATA—and I certainly have my own extensive list—it’s important to acknowledge just how pivotal their contributions have been in shaping the travel industry. Through its development of global standards, IATA has provided the essential framework that allows airlines, travel agencies, technology providers, and partners worldwide to collaborate efficiently. From the uniformity of ticketing and reservation protocols to the seamless integration between different systems, IATA’s standards have enabled a level of global interoperability that would have been nearly impossible otherwise. This consistency not only streamlines complex processes but also supports innovation and scalability across the sector. Ultimately, we owe much of the industry’s connectivity, reliability, and ongoing evolution to these foundational standards—a benefit that continues to deliver significant value to all stakeholders involved in travel.

What would you recommend to newcomers to the industry in terms of technology?

Many of our technologies may be nearing obsolescence—a natural part of progress in such a rapidly evolving sector. However, before we build the next generation of solutions, it is essential to appreciate the role these legacy systems have played. Understanding the logic and purpose behind the platforms and standards that brought us this far not only offers valuable insights for innovation but also ensures that transitions are smooth and customer expectations are met. By learning from the successes and limitations of existing technologies, we can create improvements that are both meaningful and sustainable for the entire travel ecosystem.

Where do you currently see the biggest and most important challenges in the industry? Do you have any thoughts on how you would tackle them?

Railways, hotels, and car hire companies increasingly require their own version of a unified, global standard—much like NDC—for the benefit of both their operations and customers. It’s incumbent upon their respective industry associations to drive this initiative, ensuring that protocols for data exchange, pricing transparency, and booking integration are established across these sectors. Such standards would enable more seamless collaboration, greater efficiency, and improved service delivery throughout the travel ecosystem. At the same time, as we pursue progress and innovation, we cannot allow sustainability to become a secondary concern. All of us—customers and providers alike—must remain committed to integrating responsible, environmentally friendly practices into every stage of the travel value chain, keeping sustainability at the heart of industry evolution.

Quick-Fire Fragen

Who is the next business travel rock star we should interview?

I nominate Steve Reynolds, founder of Tripbam.