Business travel is often viewed as a cost to control. But for companies focused on growth, travel is more than logistics — it’s a strategic lever. When aligned with broader business goals, a well-managed travel program can drive strategic business outcomes, from accelerating revenue to strengthening client relationships and building a more connected workforce.
For those who manage travel for their organization, this shift in perspective opens the door to new ways of delivering value. Below, we explore how repositioning your travel program as a growth driver can unlock untapped potential across your organization.
Foster Business Development
As organizations recalibrate their approach to business travel, strategic and purpose-driven trips remain essential for driving growth. Even during periods of economic uncertainty, business travel serves as a critical tool to maintain corporate alignment, boost productivity, and accelerate sales. According to a Harvard Business Review study, face-to-face requests are 34 times more successful than those made via email, underscoring the critical role of in-person meetings in sales and business development.
For travel managers, this means it is important to evaluate why your team is traveling for business. Every trip should have a clear and measurable purpose, whether it’s to close a deal, strengthen a client relationship, or identify new market opportunities. Sales teams, for example, may need to be on the ground to build trust and secure key accounts, while executive leaders might benefit from in-person discussions to shape strategic direction.
To ensure travel delivers maximum value, travel managers should guide decision-making by asking the right questions:
- What business objective does the trip support?
- Could this trip be combined with another?
- Can parts of this engagement be handled virtually?
By aligning travel plans with business objectives, travel managers can transform their travel program from a cost center into a revenue-driving engine.
Improve Client Relationships
Business travel and in-person meetings offer unique opportunities to build new client partnerships and nurture existing ones. Especially for hybrid or remote organizations, travel bridges the gap and facilitates face-to-face interactions that strengthen trust and foster long-term loyalty. Even when the economy is stagnant, companies continue to recognize the value of personal engagement as a key growth driver.
Beyond relationship-building, business travel often has a direct financial impact. Certain business objectives may be more effectively accomplished in person, such as negotiating contract terms or aligning on a strategic vision. These critical moments of collaboration can strengthen client confidence and ultimately drive revenue.
Travel also opens the door to new markets, providing organizations with invaluable local insights and firsthand knowledge. Team members on the ground can build relationships with local partners, understand cultural nuances, and identify growth opportunities that may otherwise go unnoticed. By prioritizing in-person trips, a travel manager can position their organization for expansion and long-term success.
Strengthen Company Culture
Along with client retention, business travel also plays a key role in fostering internal company relationships. In-person gatherings provide valuable opportunities for employees to connect beyond the screen and build trust, share ideas, and align on company values. These face-to-face interactions reinforce a sense of belonging, boost team morale, and spark collaboration in ways that are not possible in a fully virtual environment.
From celebrating wins to brainstorming new strategies, business travel enables meaningful moments that define the employee experience. In-person events also serve as a powerful platform for leaders to communicate business goals, rally teams around a shared vision, and cultivate a culture of engagement and accountability. Ultimately, travel isn’t just a way to get from point A to point B, it’s a catalyst for creating a resilient organization.
Increase Traveler Satisfaction
For business travel to be a true growth driver, policy compliance is essential — especially since program leakage can increase an organization’s travel spend. Travel managers who are struggling with compliance should investigate the source of leakage and determine why their travelers may be booking out of policy in the first place.
- Is the organization’s managed platform intuitive and user-friendly, or does it feel clunky and restrictive?
- Do travelers have access to multiple content sources within the program?
- Are traveler status and loyalty programs properly recognized?
28% of companies say traveler satisfaction is their top challenge in managed travel, but as the above questions illustrate, the best way to reduce leakage isn’t through tighter restrictions. Rather, by delivering a better experience and prioritizing user satisfaction, travel managers can increase compliance and position their travel program for future success.
A Travel Platform Fit for the Future
As the corporate travel industry continues to evolve, targeted and purpose-driven travel will remain a key differentiator for organizations aiming to stay competitive. To keep pace, travel managers should lean on a strategic partner for support. The right TMC can provide the best service and latest technology needed to excel in any market conditions.
At Direct Travel, we help our clients unlock their travel program’s full potential with Avenir: Travel Edition. Built for the modern business traveler, Avenir combines intuitive technology with world-class service to simplify the travel experience, reduce friction, and align each trip with broader business goals. With 24/7 traveler support, proactive disruption management, and strategic program guidance, Avenir helps companies elevate travel from a cost center to a competitive advantage.
Contact Direct Travel today to turn your travel program into a powerful growth driver. With our team by your side, you’ll have the tools, insights, and expert support needed to navigate uncertainty.
