Artificial Intelligence adoption in corporate travel booking platforms: A case study analysis of a UK business travel SaaS provider

This paper examines the technological positioning of Ortharize, a UK-based business-travel booking Software-as-a-Service (SaaS) platform, relative to established competitors, and evaluates how artificial intelligence (AI) could be leveraged to strengthen its competitive position. Using a qualitative, desk-based research design, secondary data were gathered from company communications, industry reports, and peer-reviewed literature and analysed through comparative benchmarking, Porter's competitive positioning framework, and SWOT analysis. The findings indicate that Ortharize differentiates itself through a distinctive gamification and reward-based cost-saving model but lags competitors such as SAP Concur, TravelPerk, and Expensify on core functional features including third-party integrations, multi-currency and multi-language support, and audit management. Six AI applications are identified as offering the greatest potential value: dynamic pricing, conversational chatbots, neural machine translation, automated itinerary generation, recommender systems, and adaptive user-interface design. The paper concludes that a phased, ethically governed AI adoption roadmap, guided by the Technology Acceptance Model, would allow Ortharize to close its functional gap while preserving the differentiation advantage of its reward-based business model. Implications for practice, data governance, and future research are discussed.