1 Adapting to changing buying behavior -A challenge for relationship management Anne Holma This paper addresses the changing buying behavior in travel purchase from relationship management perspective. The focus is on corporate travel, and on the long-term relationships between the three core actors in corporate travel management, i.e. the buyer, its travel management company, and service supplier partners. The network approach by the Industrial Marketing and Purchasing group is taken to analyze the relationships, and adaptations that occur in them. The service marketing and management approach by the Nordic School underpins the service perspective. The results of a case study indicate strengthening relationships between the buyer and its TMC partner. Suppliers are blamed not to understand their clients’ needs. Field of research: relationship marketing, service marketing, buyer behavior, marketing case studies. 1. Introduction Suppliers providing travel related services traditionally categorize their customers into two main segments: business travelers and leisure tourists. They assume that business travelers place higher value on ticket flexibility and lower value on cost. Thus high cost, fully flexible tickets have been aimed at this market. Leisure tourists are traditionally regarded as less demanding and more price conscious. However, there is a multitude of different segments that exist today, because the buying behavior of both these groups has changed. For business travelers, price goes often before flexibility. (Teichert & al., 2006; Archambault & Roy, 2002; Lindstädt & Fauser, 2004; Mason, 2005) Moreover, demographic, geographic and political trends shape leisure travelers who have became more sophisticated, knowledgeable and demanding. (Rubin & Joy, 2005). ________________________ Anne Holma, Hanken School of Economics, Department of Marketing, Finland, anne.holma@hanken.fi .