How is business tourism reinventing itself?

After the Covid crisis, business tourism is gradually returning to companies, but in a different way. The days of flying out and back for a conference are well and truly over. If this type of tourism wants to continue to exist, it will have to change and evolve in its habits, its challenges and its outlook.

The 3 main reasons behind the change in business tourism

Many factors must be taken into account in the evolution of business tourism, the first being the current climate challenge. Tourism is opting for more eco-responsible and sustainable practices. Hybrid events are being set up and the way people work is changing. As we saw with the crisis, mental health and working conditions have become priorities. Moreover, with the arrival of new technologies, it has no choice but to evolve.

1. The climate challenge

Business travellers are more aware of their environment, so they will pay attention to their carbon footprint, the types of accommodation they choose and their activities. Companies must think about sustainable practices when organizing incentives for their staff.

2. Changing work habits

In the age of remote work and flexible hours, travellers are looking for a certain freedom. Services must therefore meet their new needs. Here we are talking about connectivity and comfort, whether through coworking spaces at a destination or meeting rooms in airports.

3. The rise of new technologies

New technologies are revolutionizing business tourism through its experience, its hybrid events and its simplified travel. The first option is videoconferencing: no need to travel as often, you can attend a meeting online, which will reduce your carbon footprint but also save money.

Mobile apps make business travel easier: you can have all your bookings on your phone, which is a real time saver.

Social media is increasingly used to promote a destination or an incentive and to share all this information.

More recently, augmented reality has appeared, and it can be useful for letting your staff travel without leaving the company. It can also be used to simulate events and conferences. A different, immersive approach.

The impact of business tourism

The challenges and results differ depending on companies and destinations, but they are evolving together in the same direction, with an eco-responsible and human approach.

The impact on companies

Companies have understood the importance of their actions, so they will focus on meaningful missions, on their employees’ health and on the environment. In practice, they will organize their seminars at a destination less often, but for longer, to limit travel. They will also develop digital formats (videoconference, webinar, augmented reality). Companies have begun setting up relaxation areas to offer their employees a certain level of comfort. The human aspect is what matters most, whether chatting over a coffee, resting in the dedicated areas or in the kitchen. This creates a real bond that carries over into work in terms of mutual support, motivation and productivity.

The impact on destinations

Destinations will indeed have to adapt their services to these modern business travellers. If this is the type of clientele you want to attract, there are several points to take into account.

The first is connectivity: you will need to provide fast, high-quality Wi-Fi with high-tech equipment (e.g. screens, projectors…). Business travellers need to stay connected at all times for their work. Comfort is another point: if you can provide suitable spaces such as coworking areas or meeting rooms, it will be a plus to stand out from your competitors.

Beyond work, this type of clientele will also be looking for a unique and authentic experience. You need to be able to offer cultural, culinary or leisure activities. Although they are there for business, guests will also take the opportunity to discover the destination they are in. Being able to provide them with an activity guide or sites to visit in the region will be a real plus for them.

As we saw above, the environmental question is also important. They will therefore look for eco-responsible accommodation, green means of transport and ethical activities.

To sum up, business tourism must be able to offer a variety of services that meet the expectations of these new business travellers with sustainable solutions that adapt to 2023 trends.

Julie
Communication Manager
In partnership with Jennifer Therond