UK Business Travellers: What Brands Need to Know
UK professionals embrace the best of both worlds: virtual efficiency and the irreplaceable value of face-to-face interaction. The ECN Business Travellers Report shows that 56% of UK respondents expect to increase business travel in the next year, with C-suite executives leading the way (77%). This resurgence is reflective of a broader optimism in the UK market, where physical presence is once again seen as essential to business growth, client engagement, and strategic alignment.
The office plays a fundamental role in this resurgence:
–68% of UK professionals book travel from the office, the highest among the three markets we studied
-58% book accommodation from their workplace, reinforcing the office’s pivotal role in planning
-City-centre offices are key – frequent travellers are more likely to work in medium-sized companies located in Central Business Districts (CBDs)
When it comes to transport:
-Convenience rules – 97% of UK respondents prioritise flexible flight schedules
-Premium is preferred – 71% of long-haul travellers fly Business or First Class
-Rideshares and express airport services are widely used, with 75% using taxis or rideshares and 44% using express train services
UK business travellers show a higher tendency toward sustainable practices, with 24% considering sustainability a factor in hotel choice – significantly higher than in France (6%). Office advertising plays a particularly critical role:
-66% expect to see IT/technology advertising in offices, more than any other market
-Offices are also top environments for banking, luxury, and productivity tools
Charlie Haigh-Monk, UK Sales Director comments: “It’s incredibly encouraging to see the ECN business traveller survey reinforce the importance of the office when it comes to booking business travel. With an increase of 45% YoY, we’ve witnessed a significant rise in campaigns targeting business travellers, from UK train companies to business travel comparison sites.
We expect to see business traveller numbers continue to rise throughout 2025 as businesses reinforce the value of face-to-face meetings whilst also being mindful of expenditure and therefore keen to know as much information as possible prior to booking. ECN is the perfect channel to communicate with these business travellers and influence their decisions on methods, routes and accommodation whilst the audience is in the right mindset.”
The UK’s vibrant return to both travel and the workplace makes city-centre offices a key advertising channel. High footfall, repeated exposure, and a professional audience with high purchase intent create the perfect environment for programmatic digital out-of-home (pDOOH) campaigns. Office-based screens offer consistent visibility during key decision-making moments – before travel is booked or productivity tools are selected – making them invaluable to brand strategies.
These preferences reflect the UK’s digitally fluent, experience-oriented workforce. For advertisers, the implication is clear: strategic placements in offices and transit spaces can maximise recall and engagement with this mobile, decision-ready audience.
Want to know more? Get in touch with the ECN team.
The ECN Global Business Travel Report has been created in conjunction with VIOOH.