Business Travel. Inside the Change: Less Routine and More Results for Corporate Travel

This year’s theme, “Awake To a New Era”, invites us to pause and reflect on what is truly happening in the world of travel. And the business travel sector is no exception. The models of the past, marked by packed schedules and relentless journeys, are beginning to reveal their limits. In recent years, demand has evolved, becoming more conscious and selective. People – and companies – now ask not only when to travel, but above all why.

Business trips still make sense if they bring value to the company, if they strengthen relationships, if they help successfully close a project. This new way of looking at business travel has opened up new, better-designed spaces: less routine, more quality. Today’s traveler tends to stretch the boundaries, to live according to rhythms that go beyond those dictated by the calendar. There is a desire, often silent but steadily growing, to find meaning even in the time between one commitment and the next: to discover the place one is in, to soak in its atmosphere.

And if travel is an experience, then it must be carefully designed. Not everyone experiences it in the same way: for some it can be more demanding, more exposed, more uncertain. What feels simple to one person may be a barrier to another. And it is in these cases that the true quality of an organization is revealed.

But is the industry moving in this direction? And if so, to what extent?