With its new product, DirectMeetings, travel procurement provider GetThere is taking a different tack. “Adoption in the meeting industry has been relatively slow, because these tools focus on the professional planner, who sees them as a threat,” says Brian Ashton, director of meetings and events at GetThere. “We are not a meeting planning tool. We are a meeting travel and procurement tool.”

Ashton is the former vice president and general

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