Corporate Australia has officially embraced the experience economy, with conferences, conventions, events, and trade shows overtaking customer and supplier meetings as the top business travel purpose for the first time. It is a shift that’s reshaping how companies build relationships, retain talent, and drive results, setting the stage for an even bigger transformation in 2026.
Flight Centre Corporate’s 2025 State of the Market survey reveals that conferences and events now account for 63% of business travel, with ‘meetings’ coming in second at 53%. For FCM Travel, the large-market flagship corporate division of Flight Centre Travel Group and home to the FCM Meetings & Events division, the data shows the trend is even stronger among its clients at 68%
“Forward-thinking companies are transforming their approach to business relationships and teambuilding,” says Katie Fraser (pictured), general manager customer and operations for FCM Meetings & Events (FCM M&E). “When you bring people together for meaningful experiences, you create stronger connections that drive real business outcomes.”
The appetite for memories is driving companies to think globally, with FCM M&E organising 35% more events in 2025 and attendance jumping nearly 30% Top international destinations included the USA, Fiji, Turkey, China, and New Zealand – showing Australian businesses are willing to invest significantly in memorable experiences.
“What we’re seeing goes beyond just choosing nice venues,” explains Fraser. “Smart companies understand that shared experiences create competitive advantages. Whether it’s a conference in Turkey or an incentive trip to Fiji, these investments in connection pay dividends in employee engagement and business relationships.”
The trend shows no signs of slowing, with experts predicting even stronger growth in corporate experiences throughout 2026 as companies recognise the power of connection-driven business strategies in the battle for top talent and market share.
“We’re already seeing increased demand and more creative approaches to event design. It’s not just about having a good time, though that’s important too. It’s about building culture and driving results in ways traditional meetings can’t match,” Fraser said.