The landscape of business travel in America is shifting dramatically. While traditional powerhouses like New York, San Francisco, and Chicago have long dominated corporate itineraries, a new set of destinations is rapidly gaining prominence, reshaping how and where business gets done in post-pandemic America.
As companies reassess travel budgets and employees seek more meaningful business trips, secondary markets are capturing significant market share. These emerging business travel hubs offer compelling advantages: lower costs, unique amenities, and often better quality of life metrics that appeal to the modern business traveler.
Data from the Global Business Travel Association indicates domestic business travel spending will finally surpass pre-pandemic levels in 2024, reaching approximately $313 billion. But the distribution of those dollars is changing, with five cities in particular emerging as the surprising beneficiaries of this reallocation.
“We’re witnessing a fundamental reshuffling of the business travel deck,” says Maria Gonzalez, senior economist at Deloitte’s Travel, Hospitality & Leisure practice. “Companies are looking beyond traditional financial centers toward cities with favorable tax environments, growing industry clusters, and quality infrastructure at more competitive price points.”
Charlotte, North Carolina has quietly transformed into a financial services powerhouse. The city now ranks as the second-largest banking center in the United States after New York. Bank of America’s headquarters anchors a thriving financial district, while investment firms and fintech startups continue to flock to the region.
The city’s international airport offers direct flights to 175 destinations, making connectivity a major selling point. Charlotte Douglas International Airport completed a $608 million terminal expansion last year, specifically designed to accommodate increasing business travel demand.
“Charlotte presents an interesting value proposition,” notes Jason Richardson, Director of Research at JLL’s Hotels & Hospitality Group. “It delivers high-end business amenities and strong connectivity at approximately 70% of the cost of meetings in New York or San Francisco.”
Nashville, Tennessee has transcended its music city roots to become a legitimate business destination. The healthcare industry drives much of the corporate traffic, with HCA Healthcare, Community Health Systems, and dozens of healthcare technology companies calling the region home.
The Tennessee capital has invested heavily in conference infrastructure, with the 2.1 million square foot Music City Center now hosting over 250 events annually. Business-focused hotel inventory has increased by 42% since 2019, according to STR data.
Federal Reserve economic research points to Nashville’s 18.6% job growth since 2019 – more than double the national average – creating natural business travel demand as companies establish and expand operations.
Fort Lauderdale, Florida might surprise some as an emerging business hub, but the numbers tell a compelling story. Office occupancy rates have remained above 90% throughout 2023, while the city has attracted over $1.2 billion in commercial real estate investment over the past 18 months.
The city’s appeal lies partly in Florida’s favorable tax environment and partly in its strategic position as a gateway to Latin American markets. Significant expansion at Fort Lauderdale-Hollywood International Airport has added crucial international routes supporting this business corridor.
“Fort Lauderdale represents the perfect storm of business and lifestyle benefits,” explains Carlos Medina, Vice President at the Greater Fort Lauderdale Alliance. “Companies can access talent, connect internationally, and offer employees an exceptional quality of life at substantially lower costs than Miami proper.”
Austin, Texas continues its remarkable transformation into a technology powerhouse. Once a government and education-centered economy, Austin now hosts major operations for Apple, Oracle, Tesla, Google, Facebook, and countless startups.
The city added over 11,000 hotel rooms since 2020, most catering specifically to business travelers with enhanced connectivity, workspace amenities, and proximity to corporate centers. Austin-Bergstrom International Airport completed a $350 million expansion largely focused on business traveler amenities.
“Austin exemplifies the next generation of business travel destinations,” says Thomas Jenkins, senior analyst at CoStar Group. “It combines the infrastructure of a major business hub with the cultural attractions that make business trips more appealing to younger professionals who blend work and leisure.”
Columbus, Ohio represents perhaps the most surprising entry on this list. The Midwestern city has leveraged its central location, major university presence, and aggressive economic development initiatives to drive business travel growth exceeding 22% compared to 2019 levels.
Insurance giant Nationwide, retailer L Brands, and Cardinal Health anchor a diverse corporate ecosystem that generates consistent business travel. The city’s relatively compact downtown, affordable accommodations, and substantial convention capacity make it increasingly attractive for regional corporate gatherings.
“Columbus demonstrates how secondary markets can punch above their weight,” notes Elaine Tanner, economist at Oxford Economics’ travel division. “When you analyze the value proposition – accessibility, amenities, and cost – cities like Columbus can deliver exceptional ROI for business travel dollars.”
These emerging destinations share several characteristics driving their ascendance: strong air connectivity, business-friendly policies, industry specialization, and quality of life factors that appeal to traveling professionals seeking more than just another hotel room.
The American Society of Travel Advisors reports that corporate travel policies increasingly prioritize employee satisfaction alongside cost considerations – a trend benefiting these emerging destinations that offer distinctive experiences beyond traditional business centers.
As the business travel industry continues its post-pandemic evolution, these five cities appear well-positioned to capture increasing shares of corporate travel budgets. Their rise represents not just shifting economic power within the United States, but a fundamental rethinking of what business travel should accomplish and where it should happen.
