France’s Strategic Rebound: The Return of the Business Traveller
France is demonstrating a measured and thoughtful return to business travel. According to the ECN Business Travellers Report, 34% of professionals expect to travel more this year – a clear sign of renewed confidence in face-to-face engagement. This trend is even stronger among senior leadership, with 47% of C-suite executives anticipating increased travel activity. Throughout this shift, the office remains central to how and where decisions are made.
French Business Travellers Lead with Intentionality
French business travellers are planning with precision. Unlike some markets where flexibility reigns, France shows a return to structured, value-driven business routines:
– 69% of respondents book travel directly from the office, slightly ahead of Germany
– 60% book accommodation from the office, highest in Europe
– 52% of frequent travellers are based in Central Business District (CBD) offices, reinforcing the strategic role of urban workplaces
These city-centre locations serve as planning hubs and prime environments for advertisers. Offices have become trusted media spaces – places where business travellers are focused, discerning, and ready to act.
Cost-Conscious Yet Quality-Oriented
French business travellers are highly selective and pragmatic:
– 87% say cost is their top factor when booking flights – more important than airline reputation or timing
– For hotels, 82% prioritise location, with amenities and price close behind
– Loyalty programmes and sustainability concerns, while present, remain less influential in decision-making
This data signals a focus on immediate value and convenience, a key consideration for brands crafting messaging in this space.
Where to Reach French Business Travellers
When it comes to advertising:
– 74% expect to see luxury advertising at airports – a vital space for brand visibility
– Rail stations and office buildings are also seen as effective, particularly for banking, IT, and professional services sectors
pDOOH screens within lifts, receptions, and shared office areas offer high dwell time and premium visibility, connecting brands with travellers at pivotal moments.
A Valuable Market for Strategic Advertisers
With a centralised workforce, strong urban infrastructure, and value-conscious decision-makers, French business travellers present a unique opportunity. Brands that align with their planning rhythms and focus on trusted, contextual advertising – especially in office environments – will be best positioned to engage this high-intent, high-value audience.
Vaea Roche, Head of Sales and Marketing at ECN France comments:
“What we’re seeing in France is not just a return to business travel, but a return on intention. French professionals are booking trips from the office, operating from city-centre CBDs, and making decisions with a heightened focus on value. These are not spontaneous travellers – they’re strategic planners. That creates a powerful moment for brands: when high-intent audiences are in the office, they’re not just working – they’re weighing up choices, planning meetings, and booking flights. The opportunity to connect with them through trusted, premium pDOOH channels couldn’t be travel.”
Looking for more? Get in touch with the ECN team.
The ECN Global Business Travel Report has been created in conjunction with VIOOH.