Direct Travel Expands Global Footprint with ATPI Acquisition

Direct Travel, a prominent travel management company based in Centennial, Colorado, is expanding its global operations with the acquisition of UK-based ATPI, a long-time partner. The announcement, made on March 25, 2024, marks a significant step in Direct Travel’s strategy to enhance its service offerings and reach a broader market.

This merger will create a combined entity that generates over $6 billion in annual travel volume across corporate, leisure, and specialized travel sectors. While the financial terms of the deal were not disclosed, the collaboration is poised to strengthen the capabilities of both companies in the competitive travel management landscape.

Christal Bemont, CEO of Direct Travel, highlighted the strong historical partnership between the two companies, emphasizing ATPI’s extensive global reach, which spans over 90 countries. “About two-thirds of their business is in specialty markets, including oil, mining, and energy,” Bemont explained. This specialized focus complements Direct Travel’s primary operations, which are concentrated in the United States and Canada, with corporate travel making up approximately two-thirds of its business.

ATPI also excels in event management services, although it has limited exposure in North America. The merger aims to leverage the strengths of both organizations to deliver a more integrated customer experience. “We have supported over 100 customers together,” Bemont noted. “By combining our services, we can operate more seamlessly.”

Ian Sinderson, CEO of ATPI, expressed optimism about the integration, stating, “Bringing our two organizations together will enable us to better serve clients collectively, through the combination of our specialized services, innovative technologies, and highly skilled customer teams.”

Under the new arrangement, the merged company will retain the name Direct Travel and ATPI. Bemont will continue as CEO, while Sinderson will take on a leadership role as one of the presidents of various groups within the organization. The newly formed entity will comprise around 4,400 employees.

Bemont, who joined Direct Travel in April 2024, has been focused on enhancing technology to ensure the company maintains its reputation for exceptional customer service. She remarked on the challenges faced by the travel management industry, particularly during and after the COVID-19 pandemic. “Many companies were adversely affected and had to lay off employees, which led to a decline in service quality,” she stated.

The Global Business Travel Association (GBTA) anticipates a resurgence in business travel, projecting that the global industry will reach a historic high of $1.57 trillion by 2025. Although a moderate growth rate of 6.6% is forecasted for this year, uncertainties related to global tariffs and policy changes could impact recovery efforts.

In Colorado, the business travel sector supported approximately 98,541 jobs and generated $5.5 billion in total wages and other income in 2022, according to a report from the GBTA released in 2024. This highlights the importance of the travel management industry to the local economy and underscores the potential benefits of the Direct Travel and ATPI merger.

As the industry continues to adapt and evolve, Direct Travel’s acquisition of ATPI could signal a new phase of growth and innovation, positioning the combined company to better meet the diverse needs of clients around the world.