"UK business professionals are the most premium-focused travellers in Europe, reshaping how brands engage with high-value audiences. 68% book travel and 58% arrange accommodations from the office."
"UK business travellers show a strong preference for premium experiences, with 56% choosing Business or First Class for short-haul flights and 71% for long-haul journeys."
VIOOH and ECN released a report revealing that UK business professionals prioritize premium experiences while traveling. They showed a strong preference for Business or First Class on flights and First Class rail travel. The office is a key touchpoint for brands, with many professionals booking travel and accommodations directly from their workplaces. Their return to city-centre offices creates opportunities for advertisers. Brands can engage this audience effectively at a critical decision-making moment. The insights highlight the shifting dynamics within the advertising landscape, emphasizing the importance of meeting high-value audiences where they are.
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