German Business Travellers Set the Pace in Europe
Germany emerges as the most travel-intensive market in the ECN report. A significant 59% of German business travellers expect to travel more in the next 12 months. Among the C-suite, that figure jumps to 75%. Notably, large firms dominate the travel landscape, with 63% of high-frequency travellers employed by businesses with over 250 employees. This high level of activity reflects Germany’s decentralised business ecosystem, with strong regional economies and city clusters fuelling demand for in-person meetings.
However, Germans plan differently:
– 58% book travel from the office, and 48% book accommodation when at work
– Office advertising trust is notable (43% among CBD-based professionals)
Transport preferences offer key insights:
– Airports dominate advertising expectations – 71% of German business travellers expect to see IT/technology advertising in this environment
– Train travel is pragmatic – comfort (66%), cost (65%), and speed (64%) are top priorities
– Road travel remains relevant – 64% use company vehicles, 56% use personal cars, and 53% rent vehicles
German professionals show high engagement with premium services:
– 67% use airport lounges for long-haul travel
– 52% travel in Business or First Class for short-haul, rising to 66% for long-haul
City-centre offices in Germany play a critical role, particularly for professionals in large firms and high-value roles. These offices offer an environment of trust, routine, and consistent presence – ideal for brand storytelling through pDOOH. Indoor office screens in lifts, receptions, and foyers give advertisers direct access to professionals during their planning and booking windows, enhancing campaign relevance and ROI.
Gunnar Ritzmann, German Sales Director comments: “Speaking as a frequent business traveller, I’ve seen first-hand how face-to-face interaction remains deeply embedded in German professional culture. The decentralised structure of German cities makes regular business travel essential – and, much like in the UK and France, the business decision-making journey still starts in the office, not at the airport or train station.
German professionals are intentional planners who value efficiency and clarity. That’s why office-based Digital Out of Home (DOOH) is particularly effective here: it engages decision-makers in a focused, trusted setting.
At ECN, our campaigns are designed to align with these behaviours – featuring premium placements, purposeful messaging, and smart timing. It’s not about chasing scale; it’s about delivering relevance. In a market that values structure and quality, that’s where real impact happens.”
For marketers, Germany presents an audience that values efficiency, reliability, and premium service. The opportunity lies in tailoring messaging to align with professional routines across diverse touchpoints – from offices to transit.
Want to know more? Get in touch with the ECN Sales team.
The ECN Global Business Travel Report has been created in conjunction with VIOOH.