Major events are playing a larger role in business travel as companies use live experiences to build client relationships and pursue new business, according to a new American Express survey.
The 2026 Amex Trendex: Business Travel Edition found that 93 percent of surveyed U.S. business travelers say they will attend major events while traveling for work in 2026 to build relationships and stand out from competitors. Those events include sports, concerts, festivals, and cultural gatherings.
Meanwhile, 85 percent of business travelers and travel decision-makers said taking clients or prospects to major events can be more effective for building relationships than traditional activities such as dining.
Live events become business tools
The survey also found that 82 percent of business travelers believe hosting clients or prospects at major events makes them more likely to win new business.
Nearly half said these experiences generate new business opportunities, while 48 percent said they help retain or expand existing client relationships.
The findings point to a broader role for live events within corporate travel. Rather than treating events only as entertainment, companies are using them as part of client development and relationship-building efforts.
American Express surveyed 1,006 U.S. business travelers and 510 business travel decision-makers in May. The travelers worked full time, had flown at least twice during the previous 12 months, and submitted their own travel expenses.
Business travel grows in new markets
American Express also identified eight destinations where its commercial customer data shows business travel gaining ground.
The five U.S. markets are St. Louis; Providence, Rhode Island; Tempe, Arizona; Fort Lauderdale, Florida; and Reno, Nevada.
Fort Lauderdale has a direct connection to the events industry. The expanded Broward County Convention Center expects to host more than 80 conventions and more than 90,000 attendees in 2026 and beyond, according to the report.
Internationally, American Express identified Hyderabad, India; Manchester, United Kingdom; and Adelaide, Australia, as growing business travel destinations.
The company based its U.S. selections on growth in commercial customer transactions at hotels between 2024 and 2025. International destinations came from growth in commercial customer airline transactions during the same period.
Technology changes business travel
Technology is also changing how companies manage travel. Reported use of artificial intelligence travel tools among business travelers increased from 18 percent to 32 percent year over year.
In addition, 65 percent of travel decision-makers plan to increase spending on mobile and contactless travel tools during the next year.
However, companies still face administrative work. According to American Express, finance teams spend an average of 15 hours per month updating, reviewing, correcting, or reconciling travel data across separate systems.
American Express provides payment, travel, and financial products and services to consumers and businesses worldwide. For more information, visit www.americanexpress.com.
Compiled from information provided in the 2026 Amex Trendex: Business Travel Edition. Edited by Exhibit City News for clarity, length, and style.
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