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Long-time client Baird expands its travel program into Europe with CTM

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Baird is an employee-owned financial services firm headquartered in Milwaukee, Wisconsin, offering private wealth management, asset management, investment banking, capital markets, and private equity services to clients around the world.

Read on to find out how.

Client

Baird

Industry

Financial Services

Product

Account Management

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Challenge

Baird sought a more consistent and connected travel experience across its global travel program to further strengthen traveler confidence, aid in program adoption, and streamline reporting.

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Solution

Following a thoughtful year-long review of its European travel needs, Baird expanded its relationship with CTM in December 2025 to support the region, building on the trusted partnership in the US.

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Outcome

Baird now has a more connected global travel program across North America and Europe, giving its travel team greater visibility and making it easier for associates to book through approved channels.

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Building a more connected global travel program

With travelers across North America and Europe, Baird’s Travel Services team is responsible for delivering a consistent experience while supporting cost management, program visibility, and associate safety.

Baird has worked with CTM on its US travel program since 1999. When the firm evaluated the future of its European program, it saw an opportunity to build on that established relationship and create greater alignment across regions.

The priority was to provide European associates with a travel experience they could trust, and a program that made it easier to book through approved channels. Strong program adoption was key; not only for the traveler experience, but also for reporting, supplier management, and duty of care.

After a thorough RFP process, Baird expanded the partnership with CTM to include its European program in December 2025.

There when needed most

Baird’s CTM partnership has been strengthened by experiences where the two entities must work closely to solve unexpected challenges that need real-time, immediate shifts in operation. During a recent international event, evolving security and operational conditions required Baird to quickly adjust travel plans for a large group of associates. CTM worked closely with Baird and its event partners to coordinate alternative flights and ground transportation, helping the firm respond quickly and support its travelers throughout the disruption.

Together, CTM and Baird have built a consistent travel framework across North America and Europe, giving Baird’s travel team greater visibility into where its employees are and making it easier for staff to book through approved channels.

25+ years of partnership, now spanning NA & EMEA

One connected travel framework across two global regions

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Greater visibility and easier access to approved booking channels

Testimonial

“If there's one thing we've learned over the years, it's that the only constant in the world of travel is change. While the industry continues to evolve, our partnership with CTM has remained a constant, built on a shared commitment to navigating change and continuously supporting our travelers and business."

- Clare Enright, Manager of Travel Services, Baird -

“CTM feels like an extension of our Baird team and are integral to us providing both our European and North American associates with as much of a seamless travel experience as possible.”

- Clare Enright, Manager of Travel Services, Baird -

Contact CTM today.

Why do employees book outside their company’s travel program?

Poor service, limited options or a lack of confidence in the program can lead travelers to book directly with suppliers. Over time, this can reduce visibility and make it harder for businesses to manage travel effectively.

What is travel program leakage and why does it matter?

Travel leakage occurs when employees book outside the company’s managed travel program. It can affect cost control and reporting, while also making it harder to know where employees are traveling when duty of care is required.

How can businesses improve traveler adoption of a managed travel program?

A program needs to work for the people using it. Reliable service, responsive support and a travel experience that meets employee needs can help rebuild confidence and encourage travelers to stay within the program.

Why is traveler booking behavior important for duty of care?

When business travel is booked outside the managed program, visibility of traveler locations can be reduced. Keeping bookings within the program helps businesses maintain a clearer view of where their people are traveling.