Business travel surges into 2025 as industry transformation accelerates
The global business travel industry is closing out 2024 with remarkable momentum, exceeding expectations and pointing to a transformative 2025, according to new findings from the Global Business Travel Association (GBTA). The industry’s resilience and adaptation to changing business dynamics have positioned it for significant growth in the coming year.
“Business travel is not only recovering but transforming,” says GBTA CEO Suzanne Neufang. “In 2025, leaders are balancing growth with accountability, embracing technology, adapting to traveler preferences, and focusing on sustainability to ensure the industry’s continued value in a rapidly evolving world.”
Source: GBTA
This transformation is evident in the numbers, with an overwhelming 86% of business travel buyers and suppliers reporting that the industry met or surpassed their predictions for 2024. The optimism extends into 2025, with 67% of professionals expressing confidence in the industry’s future trajectory. This positive sentiment is particularly strong in North America and Latin America, where approval ratings reach 71% and 72% respectively.
The financial outlook appears equally promising, with more than half of buyers expecting higher travel budgets in 2025. This budget expansion comes at a crucial time as the industry grapples with evolving travel patterns and emerging technologies. Companies are increasingly seeing their employees embrace “bleisure” trips, combining business and leisure travel, with 46% of organizations reporting an uptick in this trend. Additionally, the return to in-person meetings continues to gain momentum, as 59% of buyers note increased attendance at face-to-face events over the past year.
Source: GBTA
However, the industry’s growth story isn’t just about returning to pre-pandemic patterns. A significant shift is occurring in how business trips are structured, with over half of employees now combining multiple meetings into single trips. This trend reflects both cost consciousness and growing environmental awareness among corporate travelers.
Technology is playing a pivotal role in shaping the industry’s future. Nearly half of travel programs are planning to boost their technology investments, despite facing integration and budget challenges. Artificial intelligence has emerged as a particular point of interest, with 44% of respondents excited about its potential impact on the industry – a marked increase from 32% in 2023.
Yet, challenges persist. Rising travel expenses remain the top concern for 74% of buyers, followed by compliance and technological hurdles.
Sustainability in business travel shows a stark regional divide, according to GBTA's survey. While 44% of travel programs globally have integrated sustainability initiatives, European companies are far ahead, with 60% already incorporating environmental measures compared to just 34% in North America. Cost remains the biggest barrier, cited by 75% of respondents, followed by uncertainty about where to start and lack of standardized emissions measurement. Despite these challenges, another 27% of companies plan to add sustainability measures to their travel programs, signaling growing momentum for eco-friendly business travel.
Source: GBTA
As 2025 approaches, the business travel industry finds itself at an exciting crossroads. While traditional metrics like budget growth and meeting attendance paint a picture of robust recovery, the industry is simultaneously embracing new technologies, adapting to changing traveler preferences, and incorporating sustainability considerations into its core operations.
The successful navigation of these changes will likely define the industry’s trajectory in 2025 and beyond. As companies continue to balance the need for face-to-face interactions with cost management and environmental responsibility, the business travel sector appears well-positioned to meet these evolving demands while maintaining its crucial role in global business operations.
This transformation of business travel reflects a broader evolution in how global business is conducted, suggesting that 2025 could mark not just a year of growth, but a pivotal moment in the industry’s ongoing modernization.
