Office emerges as key advertising environment for reaching business travellers

The workplace has emerged as probably the most dependable atmosphere for reaching enterprise travellers, with new analysis revealing that 68% of UK professionals e book their journey from workplace places. In accordance with a July 2025 examine by VIOOH and ECN, this determine considerably outpaces different conventional promoting environments together with airports and prepare stations.

The analysis examined journey behaviours amongst 600 enterprise professionals throughout the UK, France, and Germany to know how post-pandemic work patterns have an effect on promoting attain. Printed on July 24, 2025, the examine demonstrates that programmatic digital out-of-home (pDOOH) promoting in workplace environments provides manufacturers unprecedented entry to high-value decision-makers.

Workplace-based journey planning dominates skilled behaviour

In accordance with the VIOOH and ECN findings, 65% of respondents throughout all three markets e book enterprise journey from their places of work. UK professionals lead this pattern at 68%, whereas 58% additionally prepare lodging from workplace places. The info challenges conventional assumptions about the place enterprise journey selections happen, positioning places of work as essential conversion factors for travel-related promoting.

“Enterprise journey begins within the workplace,” in accordance with Charles Parry-Okeden, World CEO at ECN. “For manufacturers, the workplace is not only a administrative center – it is the place selections are made, from reserving flights to purchasing baggage and planning experiences.”

The examine reveals that senior executives symbolize probably the most frequent travellers. Over half (56%) of C-Suite professionals take three or extra enterprise journeys monthly, in comparison with 44% of Administrators or Senior Managers and simply 23% of center managers. This sample extends to future journey expectations, with 77% of UK C-Suite executives anticipating elevated enterprise journey over the subsequent 12 months.

Metropolis-centre places of work emerge as strategic promoting hubs

Giant companies with 250 or extra workers cluster predominantly in Central Enterprise Districts, with 59% primarily based in these places in comparison with 26% in enterprise hubs exterior metropolis centres. The focus creates what the analysis phrases “highly effective and constant media environments” for reaching high-value audiences by programmatic DOOH.

Indoor workplace environments show notably excessive belief ranges amongst enterprise professionals. In accordance with the analysis, 40% of respondents belief indoor out-of-home promoting, rising to 46% amongst C-suite executives and 44% amongst workers at massive companies. The belief metrics place office-based digital screens as premium promoting stock for manufacturers looking for credible touchpoints.

Know-how classes present strongest promoting curiosity

UK enterprise travellers specific highest curiosity in IT and expertise model promoting at 72%, adopted by journey manufacturers at 68% and private banking companies at 55%. Apparently, whereas 47% of these excited about expertise promoting work in IT sectors, 53% come from different industries, indicating broad cross-sector enchantment for high-specification enterprise instruments.

The analysis identifies places of work as probably the most anticipated atmosphere for expertise promoting amongst UK respondents. Sixty-six p.c anticipate seeing IT and expertise commercials in workplace settings, barely exceeding expectations for airports at 62% and considerably surpassing rail stations at 41%.

For private banking companies, places of work and airports emerge as equally favoured promoting environments at 60% and 50% respectively. Enterprise banking promoting reveals related patterns with 60% anticipating office-based campaigns and 49% anticipating airport placements.

Transport preferences reveal multi-modal promoting alternatives

Enterprise travellers utilise numerous transport modes, creating a number of touchpoints for pDOOH campaigns. Worldwide air journey leads at 65% utilization, adopted by home rail at 61%, home flights at 51%, and street journey at 41%. Moreover, 20% use rail companies for worldwide border crossings, highlighting the multi-modal nature of enterprise mobility.

When travelling to airports, enterprise professionals favour a mixture of transport choices. Automobile journey dominates at 68% (together with private and firm automobiles), whereas 62% use taxis or rideshares. Rail connections seize 66% of airport journeys, cut up between airport specific companies at 40% and normal trains at 26%.

Premium journey preferences distinguish UK enterprise travellers from European counterparts. Fifty-six p.c select Enterprise or First Class for short-haul flights – the very best price among the many three markets studied – rising to 71% for long-haul journeys. This premium focus extends to rail journey, with 49% reserving First Class for enterprise journeys.

Workplace attendance patterns assist promoting frequency

The analysis signifies secure or rising workplace attendance patterns. Seventy-eight p.c of respondents work in places of work three or extra days per week, with 28% attending 5 days weekly. These patterns present constant viewers publicity for office-based pDOOH campaigns, in contrast to episodic journey touchpoints.

“The workplace stands out as probably the most frequent and efficient setting to affect enterprise travellers – earlier than they plan, e book, and go,” in accordance with Jean-Christophe Conti, Chief Govt Officer at VIOOH. The frequency benefit positions workplace environments as perfect for model recall priming and choice influencing in comparison with airports and stations.

Programmatic capabilities improve focusing on precision

Fashionable programmatic DOOH platforms allow real-time focusing on primarily based on journey patterns, peak transit moments, and demographic knowledge. The analysis emphasises contextual relevance, noting that an govt with prolonged airport dwell time might interact in another way with luxurious model messaging in comparison with productivity-focused promoting throughout prepare commutes.

The ECN and VIOOH partnership introduced in January 2025 exemplifies this focusing on functionality, integrating 870 digital screens throughout premium workplace places in Europe. This infrastructure permits advertisers to achieve enterprise professionals by programmatic channels with enhanced precision and operational effectivity.

Latest VIOOH partnerships show rising programmatic DOOH capabilities globally. Comparable integrations throughout main cities present advertisers with standardised platforms for reaching enterprise audiences throughout a number of markets by unified marketing campaign administration.

Regional variations spotlight market-specific alternatives

Journey frequency reveals notable regional variations. German enterprise travellers report the very best charges of frequent journey, with 49% taking three or extra journeys month-to-month, in comparison with 35% within the UK and 26% in France. This disparity probably displays Germany’s decentralised enterprise metropolis community requiring extra frequent inter-city journey.

Future journey expectations additionally fluctuate by market. Fifty-nine p.c of German professionals forecast elevated journeys, adopted by 56% within the UK. French enterprise travellers present extra conservative expectations, with solely 34% anticipating journey will increase over the subsequent 12 months.

These regional patterns create alternatives for market-specific pDOOH methods. JCDecaux’s global programmatic DOOH airport offering introduced in February 2024 demonstrates how advertisers can entry a number of markets by unified platforms whereas adapting to native journey behaviours.

Resort and lodging reserving patterns

Most enterprise journeys span two to a few nights, with 33% reserving two-night stays and 30% selecting three nights. Solely 13% go for single-night journeys, whereas 20% e book 4 nights or longer. These patterns create predictable home windows for accommodation-related promoting in workplace environments the place 55% of reserving selections happen.

Location stays the first issue for lodging choice amongst 71% of enterprise travellers, adopted by facilities at 62% and value at 59%. Loyalty programmes rank decrease at 22%, whereas sustainability concerns affect simply 18% of reserving selections.

Senior professionals present rising expectations for longer journeys. Thirty-five p.c of Director-level and above positions anticipate prolonged journey period within the coming 12 months, in comparison with 21% of center managers. These developments recommend rising alternatives for premium lodging promoting focused at senior decision-makers in workplace environments.

Advertising implications for pDOOH methods

The analysis findings recommend elementary shifts in how advertisers ought to method enterprise traveller focusing on. Conventional transport hub promoting stays useful however ought to be complemented by constant office-based campaigns that seize professionals throughout decision-making moments.

“Indoor workplace environments mix excessive buy intent with trusted, contextually aligned messaging,” the analysis concludes. The mixture of belief metrics, frequency of publicity, and decision-making proximity positions workplace pDOOH as important infrastructure for manufacturers looking for to affect enterprise journey behaviours.

The info additionally highlights the significance of cross-channel measurement capabilities. Recent Nielsen and ReachTV partnerships for airport promoting measurement show business motion towards unified marketing campaign attribution throughout a number of out-of-home environments.

Implementation timeline and business context

The findings emerge throughout a interval of serious development in programmatic DOOH capabilities. Adform’s launch of DOOH planning tools with stock visualisation in June 2025 displays broader business motion towards built-in omnichannel promoting options.

Denmark’s AFA Decaux expansion with VIOOH demonstrates the worldwide scaling of programmatic DOOH infrastructure. These developments present advertisers with more and more subtle instruments for focusing on enterprise professionals throughout a number of touchpoints whereas sustaining measurement consistency.

The analysis methodology concerned surveying 600 enterprise travellers throughout the UK, France, and Germany, all of whom had travelled for enterprise within the earlier 12 months. The examine was carried out in partnership with analysis company Dynata to make sure consultant sampling throughout various seniority ranges, firm sizes, and business sectors.

Timeline

Abstract

Who: VIOOH, a number one international digital out-of-home supply-side platform, in partnership with ECN, a European workplace media writer, carried out analysis amongst 600 enterprise travellers throughout the UK, France, and Germany.

What: New analysis reveals that places of work have emerged as the first atmosphere for enterprise journey planning and reserving, with 68% of UK professionals making journey preparations from workplace places. The examine demonstrates how programmatic digital out-of-home promoting can successfully attain high-value enterprise audiences.

When: The analysis was printed in July 2025, with findings introduced on July 24, 2025. The examine examined present journey behaviours and future expectations for the subsequent 12 months.

The place: The analysis centered on enterprise travellers within the UK, France, and Germany, inspecting their behaviours throughout workplace environments, airports, prepare stations, and different journey touchpoints. Specific emphasis was positioned on Central Enterprise District places of work and their function as promoting environments.

Why: The analysis addresses how post-pandemic work patterns and enterprise journey behaviours create new alternatives for advertisers to achieve enterprise professionals. With 77% of UK C-Suite executives anticipating elevated journey and 78% of execs working in places of work three or extra days per week, the examine reveals places of work as constant, high-frequency environments for reaching useful audiences by programmatic DOOH promoting.

Key Phrases Defined

Programmatic DOOH (pDOOH) Programmatic digital out-of-home refers back to the automated shopping for, promoting, and supply of out-of-home promoting stock by software program platforms. This expertise permits advertisers to buy digital billboard and display screen area in real-time, utilizing data-driven focusing on just like internet marketing. The automation permits for extra environment friendly marketing campaign administration, exact viewers focusing on, and dynamic content material supply primarily based on elements like time of day, climate circumstances, or viewers demographics.

Enterprise Travellers Skilled people who journey for work-related functions, together with attending conferences, shopper conferences, coaching periods, and enterprise improvement actions. The analysis identifies this viewers as notably useful for advertisers on account of their excessive revenue ranges, decision-making authority, and frequent publicity to promoting throughout a number of touchpoints. Enterprise travellers symbolize a cell, prosperous demographic with particular wants round journey, lodging, expertise, and monetary companies.

Central Enterprise Districts (CBDs) City areas concentrated with business and enterprise actions, usually that includes high-rise workplace buildings, company headquarters, {and professional} companies. In accordance with the analysis, 59% of enormous companies with 250+ workers are positioned in CBDs, making these areas prime places for reaching enterprise audiences by digital promoting. These districts supply constant foot site visitors of execs and decision-makers all through working hours.

Workplace Environments Bodily workspaces the place enterprise professionals conduct each day actions, make buying selections, and plan journey preparations. The analysis reveals places of work as the first location the place 68% of UK enterprise travellers e book their journeys, positioning these environments as essential promoting touchpoints. Workplace-based digital screens supply benefits together with excessive dwell time, trusted messaging context, and frequent publicity to the identical useful audiences.

Digital Screens Digital shows used for promoting functions in numerous places together with workplace lobbies, airports, prepare stations, and retail environments. These screens allow dynamic content material modifications, real-time updates, and programmatic ad supply. The analysis highlights digital screens in workplace environments as notably efficient on account of their placement in decision-making contexts and their means to achieve enterprise professionals throughout planning phases.

C-Suite Executives Senior company leaders together with Chief Govt Officers, Chief Monetary Officers, Chief Know-how Officers, and different C-level positions. The analysis identifies this group as probably the most frequent enterprise travellers, with 56% taking three or extra journeys month-to-month and 77% of UK C-Suite executives anticipating elevated journey. This demographic represents high-value promoting targets on account of their decision-making authority and buying energy.

Journey Reserving The method of arranging transportation, lodging, and associated companies for enterprise journeys. The analysis reveals that 65% of enterprise travellers e book from their places of work, creating alternatives for focused promoting throughout these decision-making moments. Understanding reserving behaviours helps advertisers optimize marketing campaign timing and placement to affect travel-related purchases.

Focusing on Capabilities Superior programmatic promoting options that allow exact viewers choice primarily based on numerous knowledge factors together with location, demographics, behaviour patterns, and contextual elements. The analysis emphasizes how programmatic DOOH platforms can leverage real-time knowledge on journey patterns, peak transit moments, and viewers traits to ship related messaging. These capabilities enable advertisers to tailor content material to particular environments and viewers mindsets.

Provide-Aspect Platform (SSP) Know-how infrastructure that permits media homeowners to promote their promoting stock programmatically to a number of consumers. VIOOH operates as a number one SSP for digital out-of-home promoting, connecting premium stock homeowners like ECN with advertisers and companies. SSPs facilitate real-time bidding, stock administration, and income optimization for media corporations whereas offering transparency and effectivity for consumers.

Premium Stock Excessive-quality promoting placements in fascinating places with useful viewers demographics and powerful efficiency metrics. The analysis positions workplace environments as premium stock on account of their focus of prosperous enterprise professionals, excessive belief ranges, and decision-making context. Premium stock usually instructions greater costs however delivers superior outcomes for advertisers looking for to achieve particular goal audiences with most impression.