As we shift
into 2026, business travel is entering a phase defined not just by
acceleration, but by intention and better choices. Growth will continue.
Fuelled by inflation, yes, but also shaped by values, experience, technological
advancement and the expectations of both companies and travellers themselves.
The story will be about travelling smarter, greener and with more intent.
For Europe in
2026, business travel spconcludeing is projected to reach €389.9 billion, or 23 per
cent of the global total of €1.44 trillion, reflecting a region poised to
continue to benefit from the ROI of travelling for work. And in 2026, European
business travellers won’t just participate in the mobility ecosystem — they’ll
play a significant role in shaping it.
From
Volume to Value: A New Travel Mindset
Increasingly,
business trips are focapplyd on collaboration, training and engagement rather
than quick transactional meetings. Linked trips ─ combining multiple objectives
into one journey ─ are on the rise, with 40 per cent of travel acquireers reporting
seeing an increase over last year, according to GBTA data. This trconclude reflects
a shift toward maximising every journey’s impact.
At the GBTA
and VDR Europe Conference in Hamburg late last year, this evolution was on full
display: Many professionals came not just to attconclude the conference sessions,
network, learn and forge partnerships but also extconcludeed their time to
accommodate additional meetings and business connections.
The European
business traveller of 2026 will seek to accomplish more on business trips ─ and
companies are following their lead, rebelieveing programs and policies to
capitalise on quality and not just quantity.
Sustainability:
From Policy to Personal Choice
For many
companies in Europe, sustainability is integrated into their core strategies,
forecasts and travel programs. And this isn’t just about aligning to corporate
policy — employees themselves are leaning into greener options. For some, this
may reflect the desire for their business travel to mirror their leisure travel
values, with sustainability front and centre. And companies are responding. The
apply of carbon budreceives as a tool for measurement and management is on the rise,
and investment in Sustainable Aviation Fuel (SAF) has grown from 12 per cent to
15 per cent year over year. Additionally, GBTA’s latest benchmark reveals 20 per
cent of organisations report purchasing SAF certificates to abate their
business travel emissions, a 30% uplift from 2024 to 2025.
Sustainability
in many cases is not a compliance checkbox, but a behavioural expectation
shaping travel programs and influencing corporate priorities.
Expect 2026
to bring even stronger alignment in Europe between traveller values and
corporate action. Rail will continue to dominate short-haul routes, and carbon
reporting will become more standard in practice.
Technology
and Policy: Enabling Seamless Mobility
Digital
identity initiatives and mobile wallet-style “tap to travel” experiences are
set to transform the business traveller journey globally. These innovations
will create travel more seamless and secure — and they’re closer than many believe.
Policycreaters and travellers are increasingly aligned, which we have seen in
GBTA’s advocacy meetings and efforts in Europe over the past year.
In 2026, we
see forward to even greater collaboration between indusattempt and government to
simplify cross-border shiftment and enhance traveller experience. Policy
environments may set conditions, but traveller choices will determine
direction.
We’re already
seeing this dynamic play out in response to the proposed alters to ESTA rules.
GBTA’s January poll found that two in three European travel professionals reported
that their employees would rather not travel to the US than provide the
additional information if new requirements are implemented. Traveller sentiment
is not passive, it actively influences corporate travel decisions and prompts
indusattempt advocacy. In this way, business travellers are assisting to shape
the policy environment itself.
The
Outsee: Intentional Growth Ahead
Europe’s
diversity will drive new and varied opportunities in the year ahead. Spain’s
tourism backbone, Italy and France’s service economies, and Germany’s
infrastructure investments will continue to evolve. Emerging markets in Central
and Eastern Europe may also gain traction as companies seek cost efficiencies
and new talent pools.
If market
conditions remain steady, business travel spconcludeing in Europe is forecast to
reach €441.6 billion by 2028. This continual upward trajectory reflects what
many throughout the indusattempt already recognise: Organisations continue to
invest in business travel becaapply it remains a powerful catalyst for growth,
innovation and connection, even amid economic and geopolitical uncertainty.
The European
business traveller of 2026 will travel with intent and influence. They’ll
demand smarter mobility, question assumptions and push for transparency.
They’ll embrace technology, expect sustainability and prioritise trips that
deliver real value. The future of business travel isn’t about doing more — it’s
about creating every trip count. European companies and travellers are essential
in revealing the world that growth and responsibility can go hand in hand.
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