Guest Post: Why business travel will be smarter travel in 2025

Suzanne Neufang, CEO of GBTA, outlines how she sees corporate travel will become this

As we usher in a new year, the business travel industry stands at an exciting crossroads. With global spending forecast to hit a new high of $1.63 trillion USD in 2025 as published in a report of ours, the sector is poised for continued growth. Yet, navigating the road ahead will require balancing optimism with pragmatism. Rising travel costs, advancing technology, and evolving traveller expectations are reshaping the way we plan and execute corporate journeys.

And there’s one concept that succinctly reflects the next era in business travel: the need to "travel smarter". This guiding principle reflects a shift toward purpose-driven trips, personalised experiences and sustainable practices - all while ensuring desired returns on investment for companies and travellers alike.

Productivity-driven travel: Making every trip count

The days of quick, single-purpose trips are waning. The new way forward will be longer, multi-faceted business travel that packs in more value. It’s a shift toward smarter, more efficient travel - and the data backs it up. In a GBTA industry poll, over half (53%) of companies report an increase in linked trips, where employees combine multiple meetings or stops into one journey. At the same time, day trips are on the decline, with 27% of buyers reporting fewer single-day excursions.

This trend aligns with the broader industry focus on cost control and return on investment, both of which remain top priorities for travel managers. In fact, 78% of travel buyers cited cost control as a key strategic focus for 2025. With budgets under pressure, every trip must count = both for the company’s bottom line and the traveller’s productivity.

Personalised travel experiences: The power of AI and data

Personalisation is set to continue to transform business travel in the coming year. Thanks to advances in artificial intelligence (AI) and data analytics, companies can now create tailored travel experiences that cater to individual preferences and needs. From choosing the perfect flight itinerary to securing hotel rooms with the right amenities, personalisation enhances both convenience and efficiency.

This emphasis on the traveller experience is no accident. In GBTA’s poll, 70% of buyers ranked traveller satisfaction as a top priority. AI-driven tools will play a pivotal role in meeting these expectations. Imagine a travel program that automatically suggests adjustments to an itinerary based on real-time factors like weather delays or personal preferences—that’s the future we’re heading toward. Not only does this improve the traveller’s journey, but it also optimises outcomes for the company.

Responsible travel: Balancing sustainability and safety

Sustainability is no longer a “nice-to-have” - it’s a necessity. In 2025, organisations will continue to focus on eco-friendly options, from booking hotels with green certifications to encouraging rail travel over short-haul flights. Over one-third of buyers in the poll reported an increase in rail and multimodal trips, highlighting a growing commitment to sustainable choices.

However, sustainability isn’t the only area where responsibility takes center stage. Traveller safety and wellbeing remain critical priorities. According to the findings, 72% of respondents view traveller safety as a key concern for the year ahead. Companies are refining duty-of-care policies to address a wide range of risks, from health emergencies to geopolitical challenges. By investing in safety measures and supporting sustainable options, organisations can ensure their travel programs reflect both corporate values and traveller needs, covering both People and Planet areas.

Regional variations in sustainability also offer insights. In Europe, 61% of respondents identified sustainability as a high priority, compared to just 34% in North America. This disparity underscores the importance of tailoring strategies to regional contexts while continuing to push for global progress. Industry education will continue to be key, as emissions-related reporting requirements in the EU already require companies doing business there to comply with rules that may differ from a company’s home market if outside of the EU.

The next era of business travel

As companies adopt smarter strategies – and smarter business travel - they’re setting the stage for an industry that’s more productive, more personalised, and more responsible than ever before. By leveraging data, embracing sustainability, and focusing on the traveller experience, organisations can navigate the challenges ahead and unlock new opportunities.

For business travel, the message is clear: the future is bright - and it’s definitely going to be smarter.