Steve Martin, bestselling author, British Airways Business Life columnist and CEO of behavioural change consultancy Influence at Work, has been revealed as the keynote speaker at Business Travel Show 2018.

Martin will deliver his keynote address from 10:00 to 11:00 on 22 February and will discuss how businesses can achieve travel programme goals when people are spread across regions, cultures and time zones, as well as how touting your power as a manager is inappropriate. He will also demonstrate how the power of persuasion can influence bookers to stay on policy and travel efficiently.

Martin co-authored the New York Times, Wall Street Journal and Business Week International bestselling book Yes! 50 Secrets from the Science of Persuasion. The book has sold more than 900,000 copies worldwide and has been translated into 27 languages.

He is also a regular contributor to the Harvard Business Review and the Institute of Management journal Edge, as well as writing a monthly column for the British Airways in-flight business magazine.

Martin commented: “There is a set of universal principals for successful influence, and we can learn them, implement them and become skilled ourselves. They work in every context, in every interaction, across cultures and across industries. It’s not that there’s a set of principles unique to business travel; the key is to understand how the universal principles apply to your industry. That’s primarily what the focus of the presentation at the show is going to be.”

David Chapple, event director of the Business Travel Show, said: “By helping businesses and business leaders think about their communications and influence, Steve has delivered some impressive results. He has applied his universal principles to influence outcomes in many different sectors and scenarios, including helping the UK government to persuade more people to file their tax returns on time and advising a leading hotel group on how to encourage their guests to reuse their towels. We can all learn from Steve’s principles, both professionally and personally, and it will no doubt be a fascinating talk. We’re expecting his session to be busy so are advising visitors to arrive early in order to ensure they get a seat.”

Martin will also join a panel discussion on nudge theory from 11:30 to 12:30 on 22 February.

Also speaking at the event is Keesup Choe, CEO of Predictx.

The Business Travel Show takes place from 21-22 February at Olympia London. Free online registration is now open at

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