ProcureCon Travel 2025

May 13 - 15, 2025

JW Marriott LA LIVE

Doreen Burse

Senior Vice President, Worldwide Sales United Airlines

Doreen Burse is senior vice president of worldwide sales at United Airlines. In this role, she oversees the global sales strategy, enhancing existing business travel programs and building new partnerships to improve the United for Business customer and partner experience. Prior to joining United, Doreen worked for 30 years in the hospitality industry. Most recently, she led a team who served over 1,300 Corporate, Association and Meeting & Agency intermediary partner accounts as the Vice President of U.S. and Canada Global Sales at Marriott. During her time at Marriott, she also held leadership roles in distribution services and global procurement, guiding her teams to best support customers through multiple significant internal and external changes, including the 2020 pandemic. Doreen is a well-known figure in the travel industry. She frequently speaks on thought-leadership panels and participates in a variety of industry-related organizations. Most recently, she was a member of the foundation board for Meetings Professional International (MPI) and the board of directors of AMC Institute. Currently she is on the airline editorial board for Smart Meetings magazine, the Business Travel News board, the Allied Leadership Council member for the Global Business Travel Association (GBTA), is a Chairman’s Circle member and Board Member on US Travel Association board as well as Board Member, Choose Chicago.

Day 1: Wednesday, May 14th, 2025

9:10 AM Keynote- From A to Z – How To Build a Travel Program for The GenZ Traveler?

As Generation Z enters the workforce in increasing numbers, their expectations for corporate travel are reshaping the way travel programs are designed. This keynote will explore how to build a travel program that aligns with the unique preferences and priorities of Gen Z business travelers. From tech-savvy solutions and sustainability to personalization and work-life balance, you’ll learn what this new generation values and how to create a program that not only meets their needs but also enhances overall program efficiency and engagement.

Key Takeaways:

  • Learn what motivates Gen Z employees, from seamless technology integration and mobile-first solutions to flexibility and personalized travel options.
  • Discover how to incorporate Gen Z’s strong preference for eco-conscious and socially responsible travel options into your program.
  • Get practical strategies for evolving your travel program to stay relevant with younger employees while ensuring it remains cost-effective and scalable

Check out the incredible speaker line-up to see who will be joining Doreen.

Download The Latest Agenda