BCD Travel Elevates Its Brand Presence at GBTA 2026
BCD Travel arrived at GBTA Convention 2026 with a clear intention to leave an impression on the industry. With a major brand evolution, a new brand story and an important product launch, BCD saw an opportunity to create a more ambitious experience at the travel industry’s most important event.
The confidence to make that investment had been built over time. BCD first partnered with CenterPoint in 2024, and several successful exhibit programs established trust between the two teams. That foundation gave BCD the confidence to dream bigger and gave CenterPoint the insight needed to turn an ambitious vision into one of the most talked-about experiences at the show.
Client Objectives
BCD’s objectives at GBTA were to:
- Bring BCD’s new brand story and Open by Design vision to life as an experience attendees could see, feel and explore
- Reinforce BCD’s position as a market leader and demonstrate where the company is headed
- Launch the new Tripsource platform through meaningful, hands-on product engagement
- Create more opportunities for conversations with clients, prospects and partners
- Provide strategic partners a dedicated space within the BCD environment for meetings with mutual prospects and clients
Experiential Solutions
BCD significantly expanded its presence with a bold, two-level exhibit designed to express the company’s brand evolution through technology, collaboration and human connection. A massive U-shaped hanging sign created high-impact visibility across the show floor, while the open architecture and thoughtful attendee flow made the space feel welcoming and accessible.
The environment combined integrated digital technology, self-service kiosks that showcase their digital solutions, and expanded meeting space, allowing attendees to move naturally from brand discovery to product interaction and personal conversation. A separate mezzanine space called The BCD Marketplace Lounge provided a dedicated environment for meetings with BCD’s technology partners. Striking the right balance was key, giving the space its own identity while ensuring it remained visually and experientially connected to the main booth.
Every element supported a larger strategic purpose. The goal was not simply to increase their presence at the show, but to create a physical expression of BCD’s strategy, evolved brand and new Tripsource experience.
Planning and Execution at Scale
CenterPoint worked as an extension of BCD’s events team, translating big ideas into a cohesive experience that could perform throughout a busy, high-profile show. The teams collaborated on space planning, attendee flow, brand expression, technology integration, product engagement and meeting environments, with each decision designed to encourage visitors to stay longer and engage more deeply.
That close partnership was especially important as the scope of BCD’s presence grew. Because CenterPoint already understood the organization, its priorities and how the BCD team worked, it could help refine the vision while managing the details required to deliver it successfully.
“CenterPoint didn’t simply execute our booth build; they helped us reimagine how we show up at our industry’s most important event,” said Alexandria Prejean Smith, Senior Director, Event & Sponsorship Marketing, BCD Travel. “They understand our organization and priorities and were able to take our crazy ideas and turn them into something exceptional.”
Results
BCD’s expanded presence became a focal point on the show floor and one of the most talked-about experiences at GBTA 2026. The measurable results reflected that increased engagement:
- Total appointments increased 70% year over year
- Self-service kiosks generated hundreds of meaningful interactions with our Tripsource platform, including insights into what aspects within the platform are priorities to individual programs
- The exhibit attracted strong walk-up engagement from attendees across the show floor
- Clients, prospects, suppliers, fellow exhibitors and even competitors recognized the strength of BCD’s new presence.
Feedback consistently described BCD as the show’s “center of gravity,” “the hit of the event” and an industry leader whose booth was “the envy of all.” Customers said the presence made them proud to do business with BCD, while numerous attendees called it the “best booth” at the show.
The response confirmed that the increased engagement was not accidental. It grew from thoughtful space planning, intuitive attendee flow and experiences created to give visitors more reasons to enter, interact and spend time with the BCD team.
“CenterPoint has truly become an extension of our events team”, said Kristin Lynch, Senior Manager, Events & Sponsorship Marketing, BCD Travel. “Our presence at this year’s show would not have been nearly as successful without CenterPoint’s partnership.”
