The Hidden Talent Strategy CEOs Are Overlooking: Business Travel

Forbes

a day ago

Few things are more embedded in the fabric of business than business travel. And yet, for most organizations, it's still viewed in three limited ways: a tool for building client relationships, a necessary expense, or a logistical nuisance. Rarely is business travel framed as something far more strategic: a lever for attracting, developing, and retaining top talent.
According to recent American Express data, 80% of companies now use business travel to recruit and retain employees. And for younger professionals, travel isn't just an expectation, it's a differentiator. More than 84% of business travelers see it as a perk, with that number jumping to 88% among Gen Z and Millennials.
In a world where professional development often feels abstract, especially in hybrid environments, business travel offers something tangible: face time, proximity, and momentum. For rising leaders, it's one of the fastest ways to gain access to decision-makers and signal ambition within a company.
But most travel programs aren't designed with any of that in mind. They prioritize logistics and compliance over morale and growth. They treat travel as a commodity, not a culture-shaping asset. As the workplace continues to evolve, organizations would do well to reframe the question from 'What does this trip cost?' to 'What kind of leader will this trip help us develop?'
Why Business Travel Is Even More Valuable In Today's World
Global business travel spending is projected to hit $1.57 trillion in 2025 and exceed $2 trillion by 2029. The resurgence of business travel isn't about nostalgia. It's about effectiveness, as 93% of companies say they can directly attribute growth to in-person meetings, and 87% of travelers believe client relationships are stronger when built through face-to-face interactions.
But there's a deeper implication. In a digital-first, meeting-saturated world, in-person time has become a scarce, high-impact organizational currency. Business travel is now one of the few remaining ways to cultivate deeper trust and cohesion across teams, markets, and partnerships.
For younger professionals, it's even more valuable. Travel becomes a proxy for visibility, mentorship, exposure, and accelerated development—all of which are things that no Zoom call can replicate.
The Overlooked Business Travel Paradox
Here's where things get complicated. The employees most excited about business travel are also the ones most likely to struggle with it. Gen Z and Millennials overwhelmingly view travel as a perk and rate their experiences more positively than older generations. And yet, nearly half report difficulty staying productive on the road (46%), and half say business travel negatively affects their well-being (50%). That compares to just 33% and 40% for Gen X and Boomers, respectively.
This scenario is the business travel paradox: your most eager travelers are often your most vulnerable. For many early-career professionals, business travel is their first taste of high-stakes autonomy: tight deadlines, unfamiliar cities, and evolving expectations. It's also when personal well-being systems tend to fall apart: poor sleep, less-than-ideal nutritional habits, and the constant tug of context switching.
The result isn't just physical fatigue, it's also diminished decision-making, weaker engagement, and unrealized potential. Organizations that overlook this risk miss a strong development opportunity. Worse, they may unintentionally create a silent churn of promising talent. Business travel is either a performance accelerator or a deflator. The outcome depends entirely on how a company prepares its people and supports them along the way.
How Organizations Can Upgrade Business Travel
Business travel is more than a functional necessity. It's part of the leadership development infrastructure and talent management strategy. As companies aim to refine and improve their business travel experience, here are some key ideas to keep in mind:
Not every meeting requires travel. But when it does, there should be a clear strategic objective: revenue growth, client retention, team cohesion, or leadership exposure.
Business class upgrades and lounge access are fine, but they don't fix sleep debt, dietary chaos, or cognitive drain. The next wave of industry leaders will be the ones who integrate frameworks to help traveling employees maintain energy, clarity, and well-being on the road.
Track more than just the cost or frequency. Ask: What business impact did this trip generate? What relationships were deepened? What emerging talent gained confidence? How is the well-being of our most frequent travelers trending over time?
Business Travel Is A Cultural Asset
When travel decisions are made solely at the intersection of finance and operations, something critical gets lost: culture and growth opportunities. The companies best positioned for the future are the ones expanding that business travel decision-making intersection to include talent development and well-being.
If business travel is marching toward a $2 trillion global market, the winners won't be the ones who merely spend the most. They'll be the ones who invest the best—not just in destinations, but in people. Because in the end, business travel isn't just about where team members go. It's about who they become on the way there.