The office has emerged as the most reliable environment for reaching business travellers, with new research revealing that 68% of UK professionals book their travel from office locations. According to a July 2025 study by VIOOH and ECN, this figure significantly outpaces other traditional advertising environments including airports and train stations.

The research examined travel behaviours among 600 business professionals across the UK, France, and Germany to understand how post-pandemic work patterns affect advertising reach. Published on July 24, 2025, the study demonstrates that programmatic digital out-of-home (pDOOH) advertising in office environments offers brands unprecedented access to high-value decision-makers.

Office-based travel planning dominates professional behaviour

According to the VIOOH and ECN findings, 65% of respondents across all three markets book business travel from their offices. UK professionals lead this trend at 68%, while 58% also arrange accommodation from office locations. The data challenges traditional assumptions about where business travel decisions occur, positioning offices as crucial conversion points for travel-related advertising.

“Business travel begins in the office,” according to 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.”

The study reveals that senior executives represent the most frequent travellers. Over half (56%) of C-Suite professionals take three or more business trips per month, compared to 44% of Directors or Senior Managers and just 23% of middle managers. This pattern extends to future travel expectations, with 77% of UK C-Suite executives anticipating increased business travel over the next 12 months.

City-centre offices emerge as strategic advertising hubs

Large businesses with 250 or more employees cluster predominantly in Central Business Districts, with 59% based in these locations compared to 26% in business hubs outside city centres. The concentration creates what the research terms “powerful and consistent media environments” for reaching high-value audiences through programmatic DOOH.

Indoor office environments demonstrate particularly high trust levels among business professionals. According to the research, 40% of respondents trust indoor out-of-home advertising, rising to 46% among C-suite executives and 44% among employees at large firms. The trust metrics position office-based digital screens as premium advertising inventory for brands seeking credible touchpoints.

Technology categories show strongest advertising interest

UK business travellers express highest interest in IT and technology brand advertising at 72%, followed by travel brands at 68% and personal banking services at 55%. Interestingly, while 47% of those interested in technology advertising work in IT sectors, 53% come from other industries, indicating broad cross-sector appeal for high-specification business tools.

The research identifies offices as the most expected environment for technology advertising among UK respondents. Sixty-six percent anticipate seeing IT and technology advertisements in office settings, slightly exceeding expectations for airports at 62% and significantly surpassing rail stations at 41%.

For personal banking services, offices and airports emerge as equally favoured advertising environments at 60% and 50% respectively. Business banking advertising shows similar patterns with 60% expecting office-based campaigns and 49% anticipating airport placements.

Transport preferences reveal multi-modal advertising opportunities

Business travellers utilise diverse transport modes, creating multiple touchpoints for pDOOH campaigns. International air travel leads at 65% usage, followed by domestic rail at 61%, domestic flights at 51%, and road travel at 41%. Additionally, 20% use rail services for international border crossings, highlighting the multi-modal nature of business mobility.

When travelling to airports, business professionals favour a mix of transport options. Car travel dominates at 68% (including personal and company vehicles), while 62% use taxis or rideshares. Rail connections capture 66% of airport journeys, split between airport express services at 40% and standard trains at 26%.

Premium travel preferences distinguish UK business travellers from European counterparts. Fifty-six percent 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 49% booking First Class for business trips.

Office attendance patterns support advertising frequency

The research indicates stable or increasing office attendance patterns. Seventy-eight percent of respondents work in offices three or more days per week, with 28% attending five days weekly. These patterns provide consistent audience exposure for office-based pDOOH campaigns, unlike episodic travel touchpoints.

“The office stands out as the most frequent and effective setting to influence business travellers – before they plan, book, and go,” according to Jean-Christophe Conti, Chief Executive Officer at VIOOH. The frequency advantage positions office environments as ideal for brand recall priming and decision influencing compared to airports and stations.

Programmatic capabilities enhance targeting precision

Modern programmatic DOOH platforms enable real-time targeting based on travel patterns, peak transit moments, and demographic data. The research emphasises contextual relevance, noting that an executive with extended airport dwell time may engage differently with luxury brand messaging compared to productivity-focused advertising during train commutes.

The ECN and VIOOH partnership announced in January 2025 exemplifies this targeting capability, integrating 870 digital screens across premium office locations in Europe. This infrastructure enables advertisers to reach business professionals through programmatic channels with enhanced precision and operational efficiency.

Recent VIOOH partnerships demonstrate growing programmatic DOOH capabilities globally. Similar integrations across major cities provide advertisers with standardised platforms for reaching business audiences across multiple markets through unified campaign management.

Regional variations highlight market-specific opportunities

Travel frequency shows notable regional differences. German business travellers report the highest rates of frequent travel, with 49% taking three or more trips monthly, compared to 35% in the UK and 26% in France. This disparity likely reflects Germany’s decentralised business city network requiring more frequent inter-city travel.

Future travel expectations also vary by market. Fifty-nine percent of German professionals forecast increased trips, followed by 56% in the UK. French business travellers show more conservative expectations, with only 34% anticipating travel increases over the next 12 months.

These regional patterns create opportunities for market-specific pDOOH strategies. JCDecaux’s global programmatic DOOH airport offering announced in February 2024 demonstrates how advertisers can access multiple markets through unified platforms while adapting to local travel behaviours.

Hotel and accommodation booking patterns

Most business trips span two to three nights, with 33% booking two-night stays and 30% choosing three nights. Only 13% opt for single-night trips, while 20% book four nights or longer. These patterns create predictable windows for accommodation-related advertising in office environments where 55% of booking decisions occur.

Location remains the primary factor for accommodation selection among 71% of business travellers, followed by amenities at 62% and price at 59%. Loyalty programmes rank lower at 22%, while sustainability considerations influence just 18% of booking decisions.

Senior professionals show increasing expectations for longer trips. Thirty-five percent of Director-level and above positions anticipate extended travel duration in the coming year, compared to 21% of middle managers. These trends suggest growing opportunities for premium accommodation advertising targeted at senior decision-makers in office environments.

Marketing implications for pDOOH strategies

The research findings suggest fundamental shifts in how advertisers should approach business traveller targeting. Traditional transport hub advertising remains valuable but should be complemented by consistent office-based campaigns that capture professionals during decision-making moments.

“Indoor office environments combine high purchase intent with trusted, contextually aligned messaging,” the research concludes. The combination of trust metrics, frequency of exposure, and decision-making proximity positions office pDOOH as essential infrastructure for brands seeking to influence business travel behaviours.

The data also highlights the importance of cross-channel measurement capabilities. Recent Nielsen and ReachTV partnerships for airport advertising measurement demonstrate industry movement toward unified campaign attribution across multiple out-of-home environments.

The findings emerge during a period of significant growth in programmatic DOOH capabilities. Adform’s launch of DOOH planning tools with inventory visualisation in June 2025 reflects broader industry movement toward integrated omnichannel advertising solutions.

Denmark’s AFA Decaux expansion with VIOOH demonstrates the global scaling of programmatic DOOH infrastructure. These developments provide advertisers with increasingly sophisticated tools for targeting business professionals across multiple touchpoints while maintaining measurement consistency.

The research methodology involved surveying 600 business travellers across the UK, France, and Germany, all of whom had travelled for business in the previous 12 months. The study was conducted in partnership with research agency Dynata to ensure representative sampling across varying seniority levels, company sizes, and industry sectors.

Summary

Who: VIOOH, a leading global digital out-of-home supply-side platform, in partnership with ECN, a European office media publisher, conducted research among 600 business travellers across the UK, France, and Germany.

What: New research reveals that offices have emerged as the primary environment for business travel planning and booking, with 68% of UK professionals making travel arrangements from office locations. The study demonstrates how programmatic digital out-of-home advertising can effectively reach high-value business audiences.

When: The research was published in July 2025, with findings announced on July 24, 2025. The study examined current travel behaviours and future expectations for the next 12 months.

Where: The research focused on business travellers in the UK, France, and Germany, examining their behaviours across office environments, airports, train stations, and other travel touchpoints. Particular emphasis was placed on Central Business District offices and their role as advertising environments.

Why: The research addresses how post-pandemic work patterns and business travel behaviours create new opportunities for advertisers to reach business professionals. With 77% of UK C-Suite executives expecting increased travel and 78% of professionals working in offices three or more days per week, the study reveals offices as consistent, high-frequency environments for reaching valuable audiences through programmatic DOOH advertising.

Key Terms Explained

Programmatic DOOH (pDOOH) Programmatic digital out-of-home refers to the automated buying, selling, and delivery of out-of-home advertising inventory through software platforms. This technology enables advertisers to purchase digital billboard and screen space in real-time, using data-driven targeting similar to online advertising. The automation allows for more efficient campaign management, precise audience targeting, and dynamic content delivery based on factors like time of day, weather conditions, or audience demographics.

Business Travellers Professional individuals who travel for work-related purposes, including attending conferences, client meetings, training sessions, and business development activities. The research identifies this audience as particularly valuable for advertisers due to their high income levels, decision-making authority, and frequent exposure to advertising across multiple touchpoints. Business travellers represent a mobile, affluent demographic with specific needs around travel, accommodation, technology, and financial services.

Central Business Districts (CBDs) Urban areas concentrated with commercial and business activities, typically featuring high-rise office buildings, corporate headquarters, and professional services. According to the research, 59% of large businesses with 250+ employees are located in CBDs, making these areas prime locations for reaching business audiences through digital advertising. These districts offer consistent foot traffic of professionals and decision-makers throughout working hours.

Office Environments Physical workspaces where business professionals conduct daily activities, make purchasing decisions, and plan travel arrangements. The research reveals offices as the primary location where 68% of UK business travellers book their trips, positioning these environments as crucial advertising touchpoints. Office-based digital screens offer advantages including high dwell time, trusted messaging context, and frequent exposure to the same valuable audiences.

Digital Screens Electronic displays used for advertising purposes in various locations including office lobbies, airports, train stations, and retail environments. These screens enable dynamic content changes, real-time updates, and programmatic ad delivery. The research highlights digital screens in office environments as particularly effective due to their placement in decision-making contexts and their ability to reach business professionals during planning phases.

C-Suite Executives Senior corporate leaders including Chief Executive Officers, Chief Financial Officers, Chief Technology Officers, and other C-level positions. The research identifies this group as the most frequent business travellers, with 56% taking three or more trips monthly and 77% of UK C-Suite executives expecting increased travel. This demographic represents high-value advertising targets due to their decision-making authority and purchasing power.

Travel Booking The process of arranging transportation, accommodation, and related services for business trips. The research reveals that 65% of business travellers book from their offices, creating opportunities for targeted advertising during these decision-making moments. Understanding booking behaviours helps advertisers optimize campaign timing and placement to influence travel-related purchases.

Targeting Capabilities Advanced programmatic advertising features that enable precise audience selection based on various data points including location, demographics, behaviour patterns, and contextual factors. The research emphasizes how programmatic DOOH platforms can leverage real-time data on travel patterns, peak transit moments, and audience characteristics to deliver relevant messaging. These capabilities allow advertisers to tailor content to specific environments and audience mindsets.

Supply-Side Platform (SSP) Technology infrastructure that enables media owners to sell their advertising inventory programmatically to multiple buyers. VIOOH operates as a leading SSP for digital out-of-home advertising, connecting premium inventory owners like ECN with advertisers and agencies. SSPs facilitate real-time bidding, inventory management, and revenue optimization for media companies while providing transparency and efficiency for buyers.

Premium Inventory High-quality advertising placements in desirable locations with valuable audience demographics and strong performance metrics. The research positions office environments as premium inventory due to their concentration of affluent business professionals, high trust levels, and decision-making context. Premium inventory typically commands higher prices but delivers superior results for advertisers seeking to reach specific target audiences with maximum impact.