As the calendar turns to 2026, the global business travel industry finds itself in a state of “cautious optimism.” After years of pandemic recovery followed by a period of aggressive growth, the latest industry poll from the Global Business Travel Association (GBTA) reveals a sector that is mature, resilient, and acutely aware of the hurdles that lie ahead.
While the desire to connect, innovate, and grow via face-to-face meetings remains stronger than ever, travel managers and suppliers are now balancing that momentum against a backdrop of rising costs, geopolitical shifts, and a heightened focus on the human side of the journey.
The “Confident but Cautious” Paradox
According to the GBTA’s January 2026 poll, approximately 59% of industry professionals are optimistic about the year ahead. This represents a solid majority, yet it is a notable 12-percentage-point dip from the sentiment seen entering 2025.
What is driving this shift? It isn’t a lack of demand. Instead, it is the complexity of the modern travel ecosystem. Professionals are no longer just asking “Can we travel?” but rather “How can we travel smarter?” Economic headwinds, fluctuating trade policies, and tightening cross-border regulations have introduced a level of friction that requires a more strategic approach than in years past.
Budgets and Volumes: A Steady Climb
Despite the caution, the numbers point toward growth. The vast majority of travel buyers—about 84%—expect their organization’s travel spending to either increase or stay steady in 2026. For those anticipating a boost, the average expected increase is 12%.
Similarly, trip volumes are on an upward trajectory. Roughly 35% of buyers expect their employees to take more trips this year, while nearly half expect to maintain their 2025 levels. This stability is a testament to the essential role that business travel plays in the global economy; even as costs rise, companies view travel as an investment in revenue and innovation rather than a mere expense.
The Three Pillars of Concern: Affordability, Safety, and Borders
While the outlook is positive, three specific challenges are keeping travel managers awake at night:
Affordability: Rising prices for airfares, hotel rooms, and ground transportation remain the top concern for 70% of buyers. In the U.S. specifically, this concern jumps to 76%. The era of “cheap travel” has largely passed, replaced by a landscape where travel managers must fight to keep programs within budget while maintaining quality.
Traveler Safety and Well-being: In an increasingly volatile world, “Duty of Care” is no longer a checkbox—it’s a priority. 56% of professionals cited employee safety as a primary worry. This extends beyond physical safety to include mental health and the overall traveler experience.
Border Mobility: For the first time in years, the “ease of entry” is a major friction point. Concerns over stricter U.S. visa requirements and biometric entry/exit permissions are particularly high among organizations that manage high volumes of international travel.
Humanizing the Journey: The Shift to “Purposeful Travel”
One of the most heartening trends to emerge in the 2026 data is the shift toward more human-centric travel policies. We are seeing a move away from “day-trip culture” in favor of multi-destination, “linked” trips.
Instead of flying across the country for a single two-hour meeting, employees are now staying longer and combining multiple objectives into a single itinerary. Not only is this more cost-effective and environmentally friendly, but it also reduces traveler burnout. This “quality over quantity” approach is further evidenced by the rise in blended travel (or “bleisure”), where 43% of companies now have formal policies allowing employees to add leisure time to their business trips.
Technology and the AI Frontier
2026 is also the year when AI moves from a “buzzword” to a “tool.” The poll shows that both buyers and suppliers are increasingly experimenting with Agentic AI—autonomous systems that can handle customer service, personalized recommendations, and even complex expense reconciliation.
However, the human element remains irreplaceable. While AI can optimize a route or find the best hotel rate, it cannot replace the empathy required to support a stranded traveler or the nuance of building a long-term business relationship over a shared meal.
Conclusion: Resilient and Ready
The message from the latest GBTA poll is clear: the business travel industry is not just surviving; it is evolving. We are entering an era of strategic resilience. By focusing on affordability, prioritizing safety, and embracing the technologies that make travel more seamless, the industry is paving the way for a year that may be cautious in its approach but is undoubtedly confident in its value.
As Suzanne Neufang, CEO of GBTA, aptly noted, business travel is the catalyst for global connection. As we navigate the complexities of 2026, the goal is to ensure that every trip counts—not just for the bottom line, but for the people who make those journeys possible.
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