For the purveyors and managers of one the most (pick one) pleasurable, frustrating, intense, valuable aspects of corporate life – business travel – this decade has not been without its share of challenges. Kicking off with a global pandemic that forced a major reset of the in-person meeting model, where face-to-face meant computer screens and learning to mute, it took the global travel industry to the wall in many cases.
Fast forward and the lessons learned in the ensuing years have shown just how resilient the industry is. Now, at the decade’s midway point, the industry has, indeed, retrenched and is expected to accelerate in terms of global business travel spend.
According this year’s Business Travel Index Outlook Annual Global Report and Forecast from the Global Business Travel Association, while 2025’s estimated $1.57 trillion spend slumped 3.3 percent from 2024’s gains, GBTA/Rockport Analytics forecast an 8.1 percent gain ($1.7 trillion) next year. And while growth will slow to 6.4 percent in 2027, spend is forecast to come in at $1.8 trillion, with an annual compound growth rate of 6.1 percent from next year to 2029, when GBTA anticipates a full recovery of business travel activity.
Domestically, business travel spend in 2026 is forecast at $320.6 billion, according to the US Travel Association, rising to $329.9 in 2027.
Some observers see the industry at a crossroads. Words like ‘mixed’ and ‘muted’ are being used to describe the forecast for
corporate travel, but could as easily be applied to any number of industries facing headwinds, particularly in the US, that are swirling around the business environment as 2026 looms.
For those in the trenches, dealing with policy shifts, tariffs, economic curtailment and the cloud of daily uncertainty is becoming the norm. What this bodes for the industry overall is top-of-mind among travel providers as they strategize changes designed to attract today’s intentional traveler.
“The business travel industry is in one of its most exciting phases of progress,” says Anita Salvatore, CEO North America at Corporate Travel Management. “We’re seeing major advances in how travel content is created, distributed and experienced, driven by innovation, data and AI.”
Salvatore notes that as airlines, hotels and travel partners adopt new-generation retailing models, content is becoming more intuitive, personalized and dynamic. “At the same time, technology is delivering smarter workflows for travel managers and more seamless, self-guided experiences for travelers,” she adds, noting 2026 represents a time to embrace innovation.
Christal Bemont, CEO of Direct Travel, agrees, explaining that she sees business travel entering “one of its most exciting and transformative eras yet. After the past few years of recovery, we’re now seeing an acceleration of both innovation and intentionality. The industry is more purpose-driven, more data-informed and more focused than ever on creating meaningful experiences that drive business outcomes. I see 2026 as a year of rapid growth, where technology, personalization and human connection converge to take us one step closer to making ‘The Perfect Trip’ a reality.”
From her perspective, Teri Miller, executive vice president, global client team at BCD, suggests travel has settled into a period of steady growth, which she feels could pick up as the US outlook improves.
“Earlier this year, travel volumes reflected the impact of macroeconomic uncertainty, while geopolitical developments elevated the importance of duty of care to new heights,” Miller observes. “Moving into 2026, business travel remains essential, though the specifics of its growth will depend also on how these factors continue to evolve.”
Economic and budgetary pressures remain the biggest headwinds, according to Charlie Sultan, president of Concur Travel at SAP Concur. “Two-thirds of business travelers say important trips have been curtailed due to costs in the past year. Similarly, 69 percent of travel managers believe their company travel budget fails to reflect the importance of business travel to their organization’s success. While travel demand is holding steady, the economic forecast may continue to impact budgets in the year ahead,” he says.
According to Deloitte’s recent “Corporate Travel Forecast Survey,” 54 percent of travel managers say cost is one of the top factors restricting travel this year, up from 48 percent in 2024.
“Global uncertainty [and] geopolitical concerns often lead to travel reductions, which we see now. With more certainty, travel will likely strongly rebound,” posits Will Tate, partner at GoldSpring Consulting.
Tech Drivers
Also expected to impact business travel next year is the ongoing advancement of technology in the sector and the burgeoning use of AI, which Tim Wagner, senior vice president of global supply and operations at HRS, sees resonating with belt-tighteners in the C-Suite, as well as intentional travelers.
“The savviest leaders are moving forward with a sense of urgency when it comes to considering and implementing new AI-infused technologies that leverage data across segments (transient, meetings, extended stay, etc.) to both improve the program and increase efficiency of the travel team. Industry leaders are looking at this holistically – from procurement, booking to payment and invoice handling. An end-to-end view can realize the improvements that the C-Suite is looking for,” he says.
“AI is, without a doubt, the biggest driver shaping business travel in 2026,” Bemont maintains. “We’re already seeing how AI can anticipate traveler needs, streamline bookings and remove friction from the journey, while freeing up our people to focus on delivering human-led service where it matters most.”
There’s a clear shift, says Billy McDonough, president of the Americas at FCM Travel, with companies starting to leverage AI tools to proactively enhance the traveler experience, rather than simply using AI to automate tasks or as a reactive service.
For example, McDonough cites travel programs that not only understand individual preferences, “but also predict disruptions, adjust itineraries in real time and deliver actionable insights for smarter decision-making. That’s not theoretical; we’re building and deploying those capabilities today,” he says. “When travel is smarter and more personalized, it delivers greater value and that’s what’s going to accelerate demand in the year ahead.”
According to Sultan, Concur Travel is seeing a “clear generational divide” in AI adoption, with nearly all Gen Z and Millennial travelers open to automation compared to some three-quarters of Gen X and two-thirds of boomers. “It often comes down to priorities, as older travelers tend to value brand loyalty and reward programs, while younger generations care more about comfort, speed and convenience,” he notes.
Greeley Koch, managing director of 490 Consulting and advisor to Acquis Consulting, says he sees technology trends orchestrating the traveler’s entire journey in ways that make the experience smoother and smarter. “Corporations will gain access to richer content that helps them save money while better supporting their travelers. And more travel managers are stepping up to design modern, future-focused programs that reflect today’s evolving supplier mix and traveler expectations,” Koch observes.
Those expectations are among the trending challenges for the industry in the year ahead and are keeping its denizens alert to just what is needed to meet intentional travelers’ – and their companies’ – demands.
What Do They Want?
“We are seeing more companies and travelers approach business travel with a renewed sense of purpose,” says John Van den Heuvel, president of Corporate Traveler USA. “These ‘intentional’ travelers are focused on making every trip count, whether it’s for building relationships, closing deals or driving key initiatives forward.”
From a managed-travel perspective, the goal is to develop a program that supports traveler wellbeing and offers greater flexibility, Van den Heuvel adds. “That includes access to actionable data and insights, along with policies that place a strong emphasis on the overall traveler experience. Ultimately, it’s about aligning travel with business impact. As companies become more intentional in how they manage travel, they’re seeing greater value, not just in cost efficiency, but in outcomes that truly move the business forward.”
Both travelers and companies are being more selective and strategic about each journey, according to CTM’s Salvatore. “For travelers, particularly Millennials and Gen Zs, the focus is on trips that are purposeful, productive and personally enriching.”
CTM’s own market research indicates 57 percent of travelers in these cohorts view business travel as “very important to their career progression,” and 55 percent would like to travel to a greater degree.
“What they enjoy most about business travel reflects that intent. Experiencing new destinations, collaborating with colleagues and partners and breaking away from routine top their list of motivators,” Salvatore adds.
According to GBTA’s Outlook, those surveyed saw business travel as “valuable,” with 86 percent of trips rated as “worthwhile for achieving business objectives.”
Sultan says Concur’s research backs up these observations. “Our 2025 SAP Concur Global Business Travel Survey found that nearly all business travelers believe travel is helpful, if not essential, to succeed in their roles. Not only is it a career driver, but 76 percent simply enjoy business travel,” he says, and notes this appetite and opportunity for growth will be key drivers in the future. “And with AI and integrated platforms enabling smarter booking and spend management, travel programs will be more strategic and data-driven, ensuring every trip delivers value.”
Intentional travelers also want more control, purpose and personalization, says Direct Travel’s Bemont. “This means integrated tech platforms that make travel seamless, sustainability options that reflect corporate values and trusted human support when it counts.”
GoldSpring’s Tate notes the growth of the integrated platform is reshaping the TMC market, a trend likely to continue. “Historically, online booking, TMC fulfillment of those online bookings, payment and expense lived independently. Now, a number of players offer combined solutions to do it all,” he says.
At HRS, Wagner says there’s “a clear shift” toward intentional travel, with companies and their travelers saying they want three things from their managed travel experience: meaning, simplicity and accountability.
Wagner explains what those values entail:
•First, meaning: People are traveling with intent. Post-pandemic, every trip needs to justify its value, whether that’s building relationships, driving growth or fostering innovation. Travelers expect their companies to make responsible choices that reflect their values – particularly around sustainability and well-being.
•Second, simplicity: Employees want the same intuitive, consumer-grade experience in business travel that they enjoy in their personal lives. They expect seamless booking, frictionless payment and the confidence that everything, from policy compliance to preferred hotels, is handled in the background.
•Third, accountability: Companies are asking for transparency. Travel managers want to understand the impact of travel decisions. That means integrating spend data, traveler satisfaction and sustainability metrics, as well as payment and expense data into one connected view.
“Intentional travel isn’t just about going somewhere – it’s about making every journey count,” Wagner concludes.
Travel with Purpose
According to Bemont, a recent Direct Travel survey found 18- to 29-year-olds are the least satisfied with corporate travel, rating their business travel experience the lowest of all other age groups. “Gen Z values transparency, flexibility and real-time communication,” she says, adding that Direct Travel’s aim is to balance digital convenience with a personalized human experience to increase satisfaction and make business travel as enjoyable as possible.
The new generation of business travelers value clear communication and real-time support while on the road, says FCM Travel’s McDonough. “We’re seeing an increased need for visibility into every aspect of the travel experience, along with more structured guidance – from understanding travel policies and expense reporting to navigating airport logistics and safety protocols. While these younger travelers adapt quickly to innovative booking tools, they also want reassurance from their TMC when their travel doesn’t necessarily go as planned. In moments of disruption, it’s critical that we provide them with access to responsive, human support. It’s that blend of smart technology and high-touch service that builds trust with this new generation of travelers. Our goal isn’t just to help them get to their destination – it’s to ensure that they travel confidently, so they can stay focused on their work and feel safe every step of the way.”
Koch points out that while many of the new generation entering the workforce are experienced leisure travelers, business travel is a different game. “They now have to learn the purpose behind the trip, how to balance company policies with personal preferences, and how to represent their organization on the road,” he says.
Miller suggests travel managers can win the appreciation of younger generations by offering travel programs that provide choices in transportation and accommodation, along with a seamless digital experience.
Additionally, bleisure travel remains an ongoing trend intentional travelers embrace, particularly within the younger demographic. Salvatore notes that while bleisure travel is common for North Americans, it more popular in some other regions. “Our Millennial and Gen Z market research indicated 55 percent added a leisure extension to a business trip in Asia compared to 29 percent in North America. It’s those destinations that combine strong business infrastructure with leisure appeal that can be more popular, like New York, San Francisco, Chicago, Austin, Miami, London and Sydney.”
Similarly, Bemont believes blended travel will only increase, especially among Millennials and Gen Zers, noting that a recent Direct Travel survey found that of the 90 percent of business travelers who have extended a business trip for pleasure, more than half acknowledge doing so frequently. “Almost all respondents (98 percent) agree that incorporating leisure into business trips positively impacts overall work performance,” she says.
Van den Heuvel adds that with the rise of flexible work models, the blended travel option is “no longer just a preference; it’s becoming an expectation. It’s driven by an increased focus on work-life balance and the desire to make the most of a destination without the added cost or complexity of a separate trip.”
In the year ahead, CTM’s Salvatore says the fundamental drivers of business travel won’t change. “Organizations will continue to travel to connect, collaborate and grow. Sales activity, customer engagement, meetings and events will remain the core reasons people take to the skies. What’s evolving is how those trips are planned and delivered. We’re seeing stronger alignment between travel and business strategy, where every journey is measured against outcomes like revenue growth, relationship building and employee well-being.”
