top of page
Search

Why 2026 Will Be the Year of Premium and Hybrid Business Travel

One of the strongest patterns we’re seeing as we approach the end of 2025 is the steady shift toward higher-quality accommodation and more flexible, experience-led travel. This is nothing new in the corporate travel world, however the acceleration this year has been unmistakable, especially across Europe where corporate travellers are expecting more comfort, more space and better environments to work, sleep and unwind.


ree

Premium Stays Gain Momentum


Global forecasts show the luxury accommodation market rising from around US $123 billion in 2025 to almost US $180 billion by 2030. Europe remains a major contributor to this growth, driven by rising traveller expectations and increased long-haul activity.


Travellers want hotel experiences that genuinely support their wellbeing and performance. At Blue Cube Travel, this is reflected in corporate programmes that now prioritise rest, reliable working space, fitness access and healthier food options. These are practical needs, not luxury extras.


ree

Bleisure Becomes Routine Rather Than Remarkable


The business–leisure blend is now a default mindset for many travellers. Extending a trip by a day or two, carving out space for recovery, or exploring the destination has become normal practice. Companies are recognising that this often leads to higher engagement and better results on the business side.


Premium choices are increasingly a strategic decision. Travellers who arrive rested deliver more value. Leaders representing their organisation need suitable environments. Complex, multi-sector or long-haul itineraries demand recovery time.


Europe’s Strength in Elevated Stays


Europe continues to expand its mix of premium and boutique hotels, with major cities upgrading inventory to meet the needs of modern business travellers. London, Paris, Amsterdam, Geneva and Milan remain particularly strong, each offering the blend of comfort, connectivity and experience that travellers now expect.


ree

A Wider Lens Through Talma and Howard Travel


Being part of Talma’s global network gives Blue Cube Travel early visibility of how premium travel is evolving across other regions too. This wider view helps shape more informed programmes for our UK and European clients.


Alongside this, Howard Travel, Talma’s leisure arm in the UK, brings decades of expertise in premium holidays and destination planning. As hybrid and bleisure travel grows, their insight is invaluable, whether a traveller wants to extend a trip, add a restorative break or maximise their time in a destination.


ree

Looking Toward 2026


As organisations refine their travel programmes, many are reviewing:


  • Preferred hotel choices to better support traveller wellbeing

  • Flexibility around itineraries and extensions

  • Accommodation standards as part of duty of care

  • Traveller satisfaction and retention

  • How global partnerships help secure premium value without unnecessary cost

With Blue Cube’s corporate expertise, Talma’s global reach and Howard Travel’s leisure knowledge, we are well positioned to help organisations design travel programmes that meet these evolving needs.


If you’d like support shaping this for your team, we would be delighted to help.


If you require further information or insight into this topic, please contact us:


Phone: 020 8948 8188

Connect:  Linked In


 
 
 

Comments

bottom of page