Mark Avery, Winner of the ITM Lifetime Achievement Award 2025 at our Spring Conference, INSPIRE.

What did receiving the ITM Lifetime Achievement Award mean to you after such a dedicated career?
It was wonderful and, at the same time, deeply humbling to be given the award and to be recognised by the ITM in such a way. What took me totally by surprise was the reaction from so many peers and colleagues from the industry – it really took me back.

Looking back, what has been the most rewarding part of your journey in the business travel industry?
To have had the opportunity to push the industry in so many ways, having such a great community with the ITM behind all buyers, encouraging the industry to continue developing. So much has, and continues to, change in our industry – there are always exciting opportunities in front of us.

What’s one piece of advice you would give to someone starting out in the business travel field today?
Embrace every opportunity, be open to change, and be willing to challenge the status quo when it doesn’t feel right. Things won’t always change quickly, and sometimes not for the better, but look for the best in every development. Work with your suppliers to find the pragmatic path – at the end of the day, everyone is trying to do the best for their company. There is usually a solution that works for all. Sometimes you may feel like you are losing the battle, but look at the long game and your wider objectives.

What is one travel experience that left a lasting impression on you, and why?
I was fortunate to be the ITM Chair when we launched ITM South Africa back in 2006/7. Having developed the idea and plan, Paul Tilstone (then CEO) and I travelled down to Johannesburg for the launch. The passion and excitement of the teams in South Africa was so rewarding – we were sure we were doing the right thing. Having the opportunity to experience the culture and life in SA will stick with me forever.

If you could change one thing about the business travel industry based on your years of experience, what would it be and why?
Put simply, the commercial model across the industry. In my opinion, there is too much opacity with various levels of commissions and payments, which stifles development and drives the question from the traveller: “I can buy it better and cheaper,” undermining the travel programme.