If you’re one of the many in the business travel industry pinning their hopes on 2023 as the year we truly get back to “normal” since the pandemic, you’re not alone. By far, the industry expects more recovery and growth for 2023 compared to 2022, according to a GBTA survey. Over three-fourths of travel managers expect the number of business trips taken by employees will be higher, and 85 percent of travel suppliers expect their corporate client bookings will be higher this year. Over 65 percent of travel managers are optimistic that their company will conduct more travel for internal team meetings, client engagements, sales meetings and conferences.

Business travelers are coming back too—but it’s not as simple as picking up where we left off in 2019. As an industry, it’s time for us to rethink the business traveler experience. Business travelers want more from their travel experiences, including highly personalized, flexible trips that offer them choice and control. The result will be happier, satisfied and more loyal and engaged employees—which is good for companies, clients and business in the long term. 

Here are four aspects of the evolving business traveler experience and what our industry should be thinking about in the year ahead.

The Business Traveler Untethered

The pandemic made way for the rise of the work-from-anywhere model. Business travelers no longer tethered to a physical office have shown they can be productive from anywhere. They now want more flexibility in how, when, and where they travel and that has given rise to new business traveler desires.

One of the most prominent is the desire for blended travel. In a GBTA survey, 82 percent of business travelers said they are now as much or more likely to combine their business trips with a vacation. Two in five travel managers (41 percent) have seen an increase in employees asking for blended travel.

As the definition of leisure and business travel continues to blur, travel suppliers should be adapting their mindset and models to serve this new hybrid traveler who may be as interested in high-speed Wi-Fi and workspace as they are with spa amenities and area attractions. Travel managers should ensure that their travel policy spells out the company’s guidelines for blended travel so both employer and employee clearly understand and agree on expectations and guidelines.

Go Green or Go Less Often: The Rise of the Eco-Conscious Business Traveler

Many business travelers are more conscious of their environmental impact and want to reduce their carbon footprint. In GBTA’s sustainability report, regardless of region, travel buyer and supplier respondents say better protecting the planet is a priority: Asia Pacific (99 percent), Europe (97 percent), Latin America (91 percent), North America (84 percent).

Business travelers want to travel more intentionally, with multi-purpose trips gaining traction. The one-night business trip has been replaced by the multi-day business trip where several objectives can be achieved, all with one flight or train journey.

Travel suppliers must continue to step up to meet the increased demand for eco-friendly hotels, greener transportation choices, and sustainable travel practices. Travel managers must ensure that business travelers have the information and ability to book “green” travel options, such as multi-modal travel, green certified meeting spaces and low-emissions vehicles.

Empowering business travelers is key to a more sustainable travel program, but it’s also imperative for the future of our industry, people and planet.

Let Me Be Me: It’s Time Travel Policies Got Personal

No two business travelers are the same—that’s why our industry should look for ways to bring more flexibility and personalization to the business traveler experience.

One important focus is making business travel more accessible. In a survey from GBTA and Deem, only 32 percent of travel managers say their company has clearly defined processes or resources for accessible travel. Half of travel managers (50 percent) say their company does not have clearly defined processes.

Adopting a dynamic travel policy can also deliver a more customized experience. Offering up various available options at the time of booking empowers a business traveler to make their own choices while staying compliant with company policies and travel budgets.

Companies can also offer perks to increase employee satisfaction. In a GBTA survey, business travelers most commonly chose as desired perks the freedom to book their favorite travel suppliers (46 percent) and being allowed to stay an additional night after a work meeting (43 percent). Other perks cited include additional time off for frequent travel and having special travel policies for road warriors.

Technology: Traveler Experience Maker or Breaker?

Technology has always been critical to the business traveler experience. But gaps still remain – in a GBTA poll, 38 percent of business travelers said that they are the least satisfied with their company’s travel technology.

Corporate travel tech done right can create the efficient, convenient, touchless, and customized experience desired by business travelers, who increasingly expect corporate travel tech to mirror their consumer tech. Technology should also be able to accommodate a traveler’s priorities, such as offering accessibility-enabled options or sustainable choices such multimodal or lower emissions air travel. And with any technology, ensuring digital trust in areas like data ethics, cybersecurity and artificial intelligence safety will also be paramount.

If technology doesn’t keep pace with their expectations, business travelers will “take the wheel” to create the trip experience they want to the degree they are able—at the risk of impacts to cost, supplier agreements, policy compliance, and duty of care.