U.S. and China Leading the Charge in the Growth of Business Travel

It is possibly no surprise that the world’s two largest business travel markets are leading the recovery. The WTTC report projects that U.S. business travel spending will hit $472 billion this year, with China’s business spending forecast to reach $211 billion; increases of 13.4% and 13.1% above 2019 levels respectively. As a result, airports are predicted to see a dramatic increase in business traveler foot traffic, creating the perfect opportunity for advertisers to create engaging and innovative airport advertising campaigns.

Airports provide an ideal environment for B2B brands by connecting directly with decision-makers and corporate professionals. Advertising campaigns can be strategically placed to target business travelers as they navigate terminals, increasing brand visibility and engagement. By contrast, B2C brands can capitalise on the leisure segment of blended travel, whereby business trips are combined with personal vacations, allowing for adverts and products to be front and center of an affluent audience.

Airport Advertising Campaigns Perfectly Placed for the Business Travel Revival

Following the heavy impact of the pandemic, business travel has actually rebounded faster than anticipated. Although business travel last year was lagging behind leisure travel when compared to 2019 levels, business travel is now expected to exceed 2019 levels by 6.2%.

This huge recovery and growth highlights the importance of strategic airport advertising being greater than ever. In-person meetings and face-to-face interactions play a pivotal role in driving business success, with companies now reinvesting in business travel as a method of business growth and fostering the corporate culture.

This is a pivotal moment for brands looking to launch impactful airport advertising campaigns, as the growing number of business travelers means even more opportunities to grab the attention of this target audience in what are high-traffic environments.

Airport Demand Driven by Blended Travel and Corporate Events

The rise of blended travel has been a major contributing factor in the growth of business travel. This is where business trips are extended into leisure activities, such as a corporate boss taking his family on vacation to a location where a business meeting can take place. This offers a unique opportunity for airport advertising campaigns to reach both business and leisure travelers in one place, with B2C brands able to target travelers who may be planning personal vacations after their business engagements. 

Additionally, there has been a significant comeback for the meetings, incentives, conferences, and exhibitions (MICE) sector. In person events have resumed after several years of cancellations, which has further-fuelled the demand for business travel. As a result, airports are not serving as hubs for connecting business travelers to events, making airport advertising a pivotal part of any corporate marketing strategies.

Business Travel Boosting Airport Advertising

The resurgence of business travel now offers infinite profound opportunities for brands to invest in airport advertising. Airports are seeing a huge increase in high-value travelers who are receptive to targeted advertising, with key markets such as the U.S. China, Germany, and the UK expected to break new records in business travel expenditure. 

As Paul Abbot, CEO of American Express Global Business Travel has expressed, when travel stops, economies suffer. His views reinforce the idea that travel - and more importantly, business travel - drives global success, meaning that airports are a hugely important space for advertising. The brands that leverage this recovery with perfectly-placed airport advertising campaigns will be the ones that stand to gain from this increased visibility and engagement with a particularly lucrative audience.