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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What MICE travelers want & why
- Opportunities
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MARKET DYNAMICS
- Market context
- Unemployment ticks down, but business travel-inclined sectors static
- Graph 1: unemployment rate, 2019-25
- Falling consumer confidence can lead to a pullback on spending
- Graph 2: consumer sentiment index, 2022-25
- Market drivers
- Federal policies can have a chilling knock-on effect on business travel
- Increased productivity, costs can pressure employees to reduce bleisure travel
- Highest employment, largest share of workforce is age 30-49
- Graph 3: % employment among age groups, 2024
- Graph 4: age distribution of employed US adults, 2024
- Business travel opportunities could counter Gen Z disengagement
- Market size and forecast
- Venue traffic still nearing recovery, but attracts higher-earning attendees
- Domestic business travel poised for growth
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- Business travel and intent
- Conferences, exhibitions driving growth in MICE travel
- Graph 5: business travel history and intent, 2023 and 2025
- MICE traveler demographic profile
- Graph 6: MICE travelers, select demographics, 2025
- Increased event frequency makes catering to attendee expectations more important
- Graph 7: anticipated change in business travel in the next 12 months, by business travel frequency, 2025
- Optimize virtual event strategies should anticipated growth in business travel reverse
- Graph 8: business travel taken in the past 12 months, by business size, 2023 and 2025
- Frequent MICE travelers present an opportunity for DMOs
- Graph 9: business size and role of business travelers, by business travel frequency, 2025
- Event attendance factors
- The most appealing events double as experiential destination marketing
- Graph 10: features most important in deciding between two events, 2025
- Executives prefer big, brassy events
- Graph 11: features most important in deciding between two events, by role, 2025
- Frequent business travelers are looking for the “wow” factor
- Graph 12: features most important in deciding between two events, by business travel frequency, 2025
- Appealing event tech
- Attendees want information, and don’t want to look for it
- Graph 13: appealing tech solutions for in-person events, 2025
- Global Medical Tourism Summit app meets guests halfway, but can go farther
- Appeal of chatbots among Heavy travelers reveals need to cater to busy schedules
- Graph 14: appealing tech solutions for in-person events, by business travel frequency, 2025
- Remote attendees want to feel they’re in the room
- Graph 15: appealing tech solutions for virtual events, 2025
- Interactivity can spur future in-person attendance
- Graph 16: appealing tech solutions for virtual events, by business travel frequency, 2025
- Appeal of sustainability initiatives
- Events should serve as an example for sustainability
- Graph 17: appeal of sustainability initiatives at events, those prioritizing sustainability vs all, 2025
- Various sustainability initiatives compound the appeal of an event
- Sustainability initiatives meet the demands of the most experienced MICE attendees
- Graph 18: appeal of sustainability initiatives at events, by business travel frequency, 2025
- Marriott provides guidance in meeting event attendee’s sustainability demands
- Attitudes toward the role of meetings
- Events contribute to employee development, satisfaction
- Frequent business travelers see consistent benefit in professional events
- Graph 19: attitudes toward the role of meetings – any agree, by frequency of business travel, 2025
- Attitudes toward business travel planning
- Business travelers need better bleisure booking options
- Graph 20: attitudes toward business travel planning – any agree, 2025
- Moderate traveler’s inclination for leisure hints at direction of booking trends
- Graph 21: attitudes toward business travel planning – any agree, by frequency of business traveler, 2025
- Prioritize remote workers’ needs when catering to the business side
- Graph 22: attitudes toward travel offerings for flying and accommodations – any agree, 2025
- Millennials ask the most from travel providers
- Graph 23: attitudes toward travel offerings for business travel – any agree, by generation, 2025
- Appealing leisure activities
- Look to larger vacation trends when planning leisure components to an event
- Graph 24: appealing leisure activities while on a business trip, 2025
- Encourage attendees to take time to disconnect
- Not all events appeal to Millennials and Gen Z equally
- Graph 25: appealing leisure activities while on a business trip, by generation, 2025
- Unique venues with live events keep destinations top-of-mind for Heavy travelers
- Graph 26: appealing leisure activities while on a business trip, by business travel frequency, 2025
- Business travel loyalty
- Accrual through business travel opens the door to a variety of redemption opportunities
- Graph 27: attitudes toward business travel loyalty – any agree, 2025
- Millennial loyalty may be split for business and leisure
- Graph 28: attitudes toward business travel loyalty – net agree, by generation, 2025
- Delta focuses on business travelers, seeks to spur leisure activity
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- JetBlue’s offer could bring in EvenMore younger business travelers
- BizFares seek to build on young traveler popularity
- Celebrity’s Bazaar is a model of how to showcase a destination
- Celebrity’s Bazaar immersively previews the route’s destinations
- Grab-and-go stations can be another outlet for local flavor
- Mintel Trends
- Mintel Trend: Enjoyment Everywhere
- Mintel Trend: An Informal Affair
- Novotel’s “The Best OOO Email in History”
- Mintel Trend: Guiding Choice
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research questions, continued
- Consumer research methodology
- TURF methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
US Business Travel Market Analysis
The MICE (Meetings, Incentives, Conferences, and Exhibitions) sector in the US has shown strong recovery from pandemic lows, with business travel spending reaching a significant amount in 2024, marking above 10% increase over the previous year. This growth follows a significant rebound from 2020, when spending sharply declined.
The business travel market size is projected to continue expanding, reaching higher values by 2029, driven by increased MICE travel. However, economic uncertainty, inflation, and potential policy changes pose risks to this forecast, with concerns that such factors could lead to a slowdown in growth starting in 2025. Despite this, the demand for hybrid events, sustainability initiatives, and advanced tech solutions in MICE travel is expected to remain strong, positioning the business travel sector for long-term growth as businesses adapt to new priorities and consumer behaviors.
US Business Travel Industry Consumer Trends
Consumer trends in the US Business Travel Market Report for 2025 highlight a growing demand for experiential and sustainable events. MICE travelers, particularly Millennials and Gen Z, are increasingly seeking events that blend business with leisure (bleisure travel), with preferences for unique dining experiences, self-guided explorations, and opportunities to explore the destination. Sustainability is a top priority, with travelers favoring events that provide eco-friendly transportation and locally-sourced food options.
Additionally, streamlined event tech, such as apps that offer both conference information and nearby leisure activities, is becoming essential. Loyalty programs are also evolving, with business travelers looking to use points for upgrades and benefits across both business and leisure aspects of their travel.
Purchasing the full report provides valuable insights into Business Travel consumer preferences, emerging industry trends, and key MICE market dynamics, enabling you to refine your strategy and stay ahead in the competitive business travel sector.
About The Report
This report offers a detailed analysis of the US Business Travel Market for 2025, providing critical insights into consumer preferences, emerging business travel trends, and market dynamics. It covers areas such as market growth, event technology, sustainability, loyalty programs, and business with leisure travel. By exploring factors influencing business travelers’ decisions and attendance, this report helps businesses adapt their strategies in bleisure travel market. It is a valuable resource for travel brands, event planners, DMOs, and other industry professionals aiming to stay competitive in the evolving sector.
Key Topics Analyzed in the Report
- How economic factors may hamper business travel’s growth
- Demographic profile of MICE travelers
- Features that would draw MICE travelers to choose one event over another
- Tech solutions that appeal to event attendees
- How sustainability fits into events
- How business travelers feel about their travel, as well as planning and booking
- Aspects of MICE events that appeal to the leisure side of business travelers
- How business travelers engage with their loyalty programs
- Ways MICE event hosts can innovate to make their events more engaging
Meet the Expert Behind the Analysis
This report was written by Mike Gallinari. Mike joined Mintel in 2018 as a Travel & Leisure Analyst. Mike writes primarily about consumers’ travel preferences, building on his professional background at Groupon Getaways and Travelzoo, as well as his personal passion for travel.
Download Report SummaryBrands can drive interest in first aid through effective and convenient solutions, and expand new usage occasions via targeted products for diverse lifestyles.
Mike Gallinari
Senior Travel & Leisure Analyst
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