As Europe moves forward in a changed professional landscape, business travel remains a constant – resilient, reliable, and steadily evolving. Far from diminishing, it has adapted with purpose, becoming more intentional, more data-driven, and more aligned with the hybrid work era. The ECN Business Travellers Report, created in partnership with VIOOH, shines a spotlight on how business travel trends, office routines, and media consumption are shifting across the UK, France, and Germany.
At the heart of this evolution lies the modern office – not ‘just’ a workspace, but a high-impact touchpoint for planning, booking, and influencing decisions. With office attendance climbing and the appetite for in-person engagement reawakening, the workplace has become the first checkpoint on the travel journey – not the airport, not the train station. In fact, 65% of business travel and 55% of accommodation bookings now originate from the office.
This introductory blog also unpacks exactly why the office is a prime media environment – one that empowers advertisers to reach mobile professionals at their most focused and action-ready moments. With digital screens embedded in lifts, receptions, and lobbies, the office offers a uniquely high-dwell and trusted space, especially among C-suite decision-makers, where programmatic digital out-of-home (pDOOH) advertising can thrive.
Key insights from the report include:
- Over 70% of C-suite leaders expect to travel more in the next 12 months
- Offices in Central Business Districts (CBDs) play a vital role as travel planning hubs
- Business travel trends have evolved – and thrived – alongside virtual collaboration tools like Zoom and Teams
In this blog series, we’ll unpack:
- Country-level travel and advertising trends
- Links between company size, seniority, and travel frequency
- Why offices and transit hubs are becoming Europe’s most strategic media environments
Join us as we explore how business professionals are engaging with travel in 2025 – and how brands can engage them in the moments that matter most.
Want to find out more? Get in touch with the ECN Sales team.