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What Today's Business Traveler Wants: Ten Findings From Virgin Atlantic

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Today’s business trip is much more than a long flight followed by a few meetings; now, according to a just-released survey from Virgin Atlantic Airways, travelers view it as an opportunity from start to finish. According to the U.S. Travel Association, U.S. residents logged 452 million business-related trips in 2013. That’s over 1.2 million trips a day. The report also notes that for every dollar invested in business travel, businesses benefit from an average of $9.50 in increased revenue and $2.90 in new profits.

Indeed, business travel has become an integral aspect of business success. To better understand what all these travelers are doing with their time in the skies, airports, and new destinations, Virgin Atlantic Airways surveyed their passengers (in premium economy and upper class cabins), asking them to share information about their perspectives, attitudes, and what drives them – in business, in travel, and in life.

The findings reveal several interesting layers to the business traveler---they actually enjoy time at the airport, ignore jet lag, and even network at 35,000 feet. Indeed, today’s business traveler has cultivated a hybrid experience of work and leisure, easily blurring the lines between personal and business needs and viewing travel as an opportunity to benefit their career and their personal life.

“Our research shows that there is a new mindset in today’s business traveler. They’re not just a business person on their way to a meeting, but an individual thinking about making the most of every opportunity they find themselves in,” said Chris Rossi, senior vice president, North America, Virgin Atlantic.

In terms of demographics, the vast majority of the respondents were over 35. Just over half were 35-54, and 40% were 55 plus. The survey was roughly a 55/45 split between men and women.

Compiling the data, the team at Virgin Atlantic distilled the information into ten specific maxims that reveal the mindset of today’s business traveler. More detailed survey information is just below the infographic. Survey results, infographic and data courtesy of Virgin Atlantic.

1. They live by the rules they break: Two-thirds of flyers are willing to bend or break the rules. They’re also willing to take risks: nearly half (44%) say they gain insight by learning on the go and experimenting with new approaches. When it comes to their careers, they find the most satisfaction in tackling challenging problems (32%), being creative (20%), and constantly learning new things (19%).

2. They actually look forward to the airport: Most travelers (56%) purposely get there early so they can spend at least an hour enjoying the lounge. They see it as a place to be productive and relax. While many (42%) get work done and take advantage of the Wi-Fi (65%), the majority (81%) spend their time dining, and one in five (21%) even indulge in a massage or facial.

3. Even when they’re off, they’re on: Even when traveling, people are always up to speed on what’s going on at work, at home, and in the world. More than 3TBs of data are used every month in Virgin Atlantic’s US Clubhouses alone to keep people connected and informed. That equates to nearly 650 DVDs, over 2 billion pages of text, or over 17 miles of shelf space.

4. They find inspiration in the clouds: One in four people said they get their best ideas when traveling. That means that over 300,000 brilliant ideas could be born on flights every day.

5. It’s a networking scene at 35,000 feet: One in five people surveyed has done business with someone they met on a plane – that’s potentially more than a quarter of a million connections made daily.

6. They value time well spent: Whether for stimulation or rejuvenation, they make every moment count. More than half (57%) check out inflight entertainment, while 14% grab a drink from the bar and 13% relax with a book. More than one in ten (11%) catch up on sleep while only 3% focus solely on work.

7. They blur the lines between business and pleasure: Nine in ten mix pleasure into every business trip they take.

8. They always end up somewhere new: The majority sees business travel as an opportunity to experience new things, with 65 percent extending their trips to explore a new country. It’s an adventure: more than half (53%) prefer to wing it when it comes to planning an itinerary.

9. Staying in motion is their potion: Jet lag doesn’t jade them. Nearly one in three (31%) leaves the plane briefcase in hand, ready to get back to the grind right away. Another third aren’t much further behind, finding themselves on the job within a few hours.

10. They’ll never work another day in their lives: When they love that they do, it doesn’t feel like work. More than three in five (61%) of the travelers surveyed believe they have the best job in the world. To keep inspired, they weave passion points into their daily routines: 44 percent say engaging in something creative every day is essential while one in three try to do a good deed on a daily basis.