In a world where digital communication tools have never been more powerful, business travel continues to hold a unique and irreplaceable role in driving organisational success. Our latest SME Travel Survey reveals a clear message from businesses of all sizes: face-to-face interactions still matter - a lot.
But what’s equally important is that not all business trips serve the same purpose. The motivations behind travel are becoming more strategic, more growth-driven, and more closely tied to business outcomes.
At Travel Counsellors for Business, we work with ambitious SMEs every day. The findings from our survey shine a light on how travel is evolving, and how a trusted Travel Management Company (TMC) can support businesses to grow smarter, safer, and more sustainably.
In an increasingly digital world, many predicted that video calls and virtual collaboration tools would replace much of corporate travel. But SMEs are telling a different story.
Among respondents planning to take more overseas business trips, the motivations reflect clear commercial priorities:
53% want to generate more new business opportunities
47% cite increased customer demand for face-to-face meetings
46% are travelling more to close deals and secure contracts
45% are increasing travel due to greater participation in events and conferences
32% want to keep up with competitors
32% aim to attract and retain talent by offering international travel opportunities
22% have seen a proven ROI from previous trips
The message is unmistakable: business travel is viewed as an investment, not a cost.
Opportunities are opening up overseas, and SMEs that step forward are positioning themselves for growth.
While digital tools provide convenience, they can’t fully replicate the nuance, trust, and connection that comes from meeting someone face to face. This is reflected in the top reasons SMEs travel overseas:
55% travel to meet clients, customers, and prospects in person
53% attend industry conferences and events
47% meet with suppliers, manufacturers, or partners
31% visit on-site projects
29% meet co-workers or employees in person
SMEs recognise that certain outcomes simply happen more effectively when people share the same room. Whether it’s building trust, reading body language, deepening collaboration, or rapidly solving a client issue, the power of in-person connection remains unmatched.
This is further reinforced by what respondents see as the biggest benefits of overseas business travel:
49%: Stronger customer relationships
44%: Enhanced collaboration
40%: Enhanced communication
39%: Increased sales and revenue
39%: Higher client satisfaction
38%: Connection with overseas colleagues
34%: Increased innovation
30%: Better problem-solving
24%: A stronger sales pipeline
These numbers tell an important story: face-to-face interactions are catalysts for performance, growth, and long-term commercial success.
The survey also revealed how SMEs are increasingly thoughtful about how they travel, not just why they travel.
The top priorities when planning overseas trips include:
56%: Convenient hotel location
52%: Convenient flight times
45%: Cost
37%: Traveller wellbeing
31%: Sustainability and environmental impact
26%: Loyalty and rewards programmes
SMEs want travel that is cost-effective yet comfortable, convenient yet sustainable. Balancing these needs requires expertise, technology, and the right support.
The findings from our SME Travel Survey make one thing clear: business travel is evolving, not disappearing. SMEs are travelling with greater purpose, clearer intent, and a sharper focus on outcomes. And while digital tools remain essential, they complement, rather than replace, the richness of face-to-face human connection.
At Travel Counsellors for Business, we’re here to help SMEs navigate this new era of purposeful travel and turn every trip into an opportunity for growth. If you’d like help designing a smarter, more efficient business travel strategy for your organisation, we’d love to support you, so get in touch today.
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