Trade conflicts and geopolitical tensions are rising. The global economy is breaking apart. Companies must rethink supply chains and market strategies, but deglobalization creates a new focus on physical business travel in Europe.
Digital tools have changed modern communication. But experts argue that nothing replaces in-person meetings. These interactions build trust and help teams handle uncertainty.
Projected Growth in Corporate Mobility
The Global Business Travel Association (GBTA) predicts European corporate travel spending will rise to nearly €390 billion by 2026. This is an 8.2% increase from 2025. Germany will lead the continent and the United Kingdom, France, Italy, Spain, and the Netherlands will follow.
This growth sends a signal. Some firms are reducing their global presence. Others are investing in emerging markets through strategic travel.
Trust as the Ultimate Currency
Alexander Albert, the Managing Director of BCD Travel, highlights the unique value of face-to-face meetings.
"In an increasingly unstable world, trust is one of the most valuable currencies," Albert states. Personal meetings create clarity and strengthen relationships. They detect risks early. They build cultural understanding that video calls cannot match.
Physical Presence Drives Market Success
Companies need direct engagement to enter new markets or partner with local authorities. Digital tools like fast bookings and CRM systems improve speed, but they cannot build the deep trust needed for long-term success. Therefore, business travel remains a key factor for global companies to stay ahead.
Building Resilience in Uncertain Times
Geopolitical instability requires flexible travel management. Companies must create policies for last-minute changes. They must assess risks to predict tensions. They must plan backup routes.
Hybrid methods are common. Teams use digital tools for routine tasks, but they save in-person meetings for serious situations.
Strategic Advantages Through Data-Driven Management
Smart firms gain advantages by monitoring the travel data. They track costs, CO₂ emissions, and results. Experts state that business travel has changed: it is no longer just a cost, it is a strategic necessity.
The world is divided. Companies that mix digital speed with physical presence are likely to succeed. Europe invests in mobility. The message is clear: human connection is the foundation of global business.
