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European Business event and travel trends in 2026

2026 is a year of high promise and potential. It applies particularly to diverse industries, including the MICA. It is because of the year that provides diverse opportunities. Yet, 2026 is also a year that features the onset of diverse trends. What are the top European business event and travel trends in 2026 to consider? Here are the tendencies to consider:

Universal trends

Among the European business event and travel trends are the ones that are highly focused on:

Sustainability is the new black

One of the leading European business event and travel trends is the high focus on sustainability. The green transition is ever-present among global industries. It is due to the significance of sustainability. For example, 20% of business travellers have specific targets related to reducing carbon production. Similarly, around 60% are worried about the carbon footprint of their business travels. As a result, sustainability has become a mandatory aspect of the MICA and travel sectors. It manifests through diverse means.

For example, within the EU, there is the Corporate Sustainability Reporting Directive (CSRD). It includes enterprises being required to disclose Scope 3 emissions. They include the kinds produced by flights, accommodation and ground transportation. It also incorporates the incorporation of carbon supplier scorecards. It likewise features rail alternatives in corporate travel program designs.

The practical application of AI

AI is also among the European business event and travel trends in 2026. It is progressively becoming a notable and significant automation partner in diverse sectors. For example, around 80% of travellers use AI to research, plan and book their trips. Over 50% of them are fine with letting such a digital partner handle the entire process.

Additionally, AI can aid in diverse other ways. These include analysing flight disruptions and rebooking travellers before a cancellation. Other examples include real-time itinerary adjustments, predictive analytics and automated expense tracking. Thus, they are creating an optimised collaboration between human agents and intelligent systems.

Travel trends

There are several leading European business event and travel trends in 2026. According to the GBTA, global business travel spending will reach $1.69 trillion. Among the key contributing factors is the high focus on travelling. Yet, as with many leading global sectors, diverse trends also influence business travel. Among the central ones are:

Traveller well-being becomes a valuable KPI

Traveller well-being has progressively become a key performance metric in recent years. It is due to an increasing number of business travellers placing a higher emphasis on well-being. For example, according to a study conducted by Booking.com, 93% of travellers focus on making conscious and sustainable choices. As a result, business travellers progressively opt for flexible travel options. Examples include flexible flights, bespoke itineraries, and health-conscious accommodations.

Business travel agencies are adapting to this trend via diverse policies. These enable blended travel, remote work, and buffer days. Examples include professionals adding additional days to their business trips. Another example is business travellers bringing their loved ones along for the travel. It should be noted that 76% of business travellers have already conducted such bleisure travels. Additionally, 43% of company programmes have incorporated bleisure policies.

Experience becomes a vital part of hotel accommodation

Another leading trend is the adaptation of accommodations by implementing various experiences. They have become essential for business travellers. It is due to experiences helping travellers complete diverse goals while maintaining well-being. These include remote working, business goals, and others.

Hotels can implement this trend through diverse means. These include implementing in-room technologies, providing wellness centres, and personalising services. In addition, there are lifestyle offerings and loyalty programme options.

Business event trends

European business event and travel trends in 2026 also encompass diverse MICA sector tendencies. These include:

Trust, authenticity and personalisation are more vital than ever

Among the European business event and travel trends in 2026 is the significance of authentic emotion. In a world where disinformation is ever-present, authenticity has gained greater influence. An increasing number of individuals who select what they consume represents it. A particular focus, as a result, is placed on events that prioritise authenticity. These include ones that address the needs and desires of their audiences. Examples include what they care about and the challenges they wish to solve. These include implementing seamless technologies to provide attention to detail during events. Another example is safeguarding data while transparently collecting only relevant data. These include explaining how the information improves the experience for each attendee.

Among the European business event and travel trends in 2026 is attendee-guided personalisation. Personalisation is closely linked to trust and authentic emotion. It ensures that each attendee feels heard and understood. In turn, it helps them feel appreciated and wish to return to events time and again. It includes ensuring that attendees can choose the content they engage with. Likewise, it encompasses selecting whom they network with and how they spend their time on-site.

Exclusive and micro-events are the new gold

Among the European business event and travel trends in 2026 is the increasing focus on exclusive and micro-events. In present times, extensive events can appear overexposing and overwhelming. It can cause attendees to feel exhausted. As a result, there is an increasing prevalence of opting for exclusive micro events. Especially those that provide peer-to-peer learning and networking with similar-minded attendees. Examples include executive dinners, roundtables, and invite-only workshops. All of them are designed around use cases, specific roles, and industries.

Yet, such opportunities do not exclude large events. These can be adapted to the trend by encompassing micro-events as part of the support schedule. For example, these can include curated meetups, targeted workshops, and breakout sessions. They also include incorporating flexible room setups and considerate layouts. Similarly, there is an increasing rise in novel venues for supporting connection.

Summary

There are diverse European business event and travel trends in 2026. They show that the travel and MICA sectors are adapting progressively to the latest changes in the global economy. If you would like to learn more about them, consider contacting GETA Ltd.