Business Travel Begins in the Office. New Research Reveals the Powerful Role Office Media Plays to Influence Business Travel Decisions
by on 24th Jul 2025 in News
Today (24 July, 2025) VIOOH, the leading premium global digital out of home (DOOH) supply-side platform, in partnership with ECN, a world leading digital out of home office media publisher, has released a new report ‘Office to Onboard: How Programmatic DOOH reaches the Travelling Professional’. The research reveals that UK business professionals are not only the most premium-focused travellers in Europe but are also reshaping how and where brands should engage with high-value audiences.
Today’s professionals are not only travelling; they are also returning to city-centre offices in large numbers and with greater frequency, providing greater opportunities for brands to reach this highly desirable audience. The report examines their travel habits, workplace patterns and attitudes toward advertising.
UK business travellers demonstrate the strongest appetite for premium experiences across all travel modes. When flying, 56% choose Business or First Class for short-haul flights - the highest rate among the three markets studied - rising to 71% for long-haul journeys. This premium focus extends to rail travel, with almost half (49%) booking First Class when travelling for business.
The role of the office with relation to advertising extends beyond expectation to actual behaviour: 68% of UK business travellers book their travel and 58% arrange accommodation from the office. This positions the office as a crucial conversion point for brands seeking to engage professionals at the moment of decision.
“UK business travellers represent a highly valuable, premium-focused audience that's reshaping the media landscape,” said Jean-Christophe Conti, Chief Executive Officer at VIOOH. “The office has emerged as the most reliable and frequent touchpoint for reaching these professionals, offering brands repeated, predictable impressions at the crucial moment when travel decisions are being made. For advertisers seeking to connect with today's mobile professional class, city-centre offices should be a central focus.”
“This research confirms what we see daily: business travel begins in the office,” said Charles Parry-Okeden, Global CEO at ECN. “For brands, the office isn’t just a place of work – it’s where decisions are made, from booking flights to buying luggage and planning experiences. ECN’s premium office media network connects advertisers to professionals in these decisive moments, delivering high attention, trust, and a video first, content rich relevance that few other environments can match.”
Together, VIOOH and ECN are redefining how brands engage with Europe’s travelling professionals.
The full report is available here: https://info.viooh.com/how-programmatic-dooh-reaches-the-travelling-professional
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