Delegate expectations for business travel are evolving, reshaping how business events are designed and delivered. Attendees increasingly seek experiences that combine professional objectives with opportunities to recharge and explore, rather than focusing solely on meetings and networking.
According to the 2024ย Amex Trendex: Business Travel Edition, 80% of business travellers like to explore their destination while travelling for work. This trend is influencing both event structure and delegate engagement.
Amy Phillips, Head of Sales at ICC Wales, explains how this shift from traditional bleisure to integrated blended travel is changing delegate behaviour and why regional venues like ICC Wales are well placed to respond.
The power of nature
With more people working from home in recent years, many professionals have become more conscious of the need to prioritise their wellbeing. Without the natural breaks that come from commuting or being in an office, time away from screens and opportunities to recharge have become even more valuable. This shift is reflected in the way delegates now approach business events – seeking experiences that balance learning and networking with wellbeing and connection to the environment.
At ICC Wales, weโre incredibly fortunate to be surrounded by the stunning Coldra Woods, which delegates can access directly from the venue by walking across a footbridge at the back of the venue. This natural setting provides an immediate connection to the outdoors and a refreshing antidote to time spent indoors. Delegates can make the most of our curated 2k and 5k woodland trails – perfect for a walk, run, or simply a pause in the day. We also proudly champion Netwalking, which blends networking with outdoor activity to spark meaningful conversations while supporting cognitive function, reducing stress, and enhancing focus.
Wellbeing isnโt just about physical activity. After years of home offices and digital meetings, creating space for reflection has become just as important. Quiet areas such as our Ponder Pods provide room for mindfulness, one-to-one conversations, or simply a few moments of calm. By weaving movement, nature, and stillness into the event day, delegates can find the balance between work and wellness returning to sessions more energised, focused, and ready to engage.
Walesness: Wellbeing built in
Building wellbeing into the delegate journey is no longer optional but an essential part of successful events. Simple considerations such as providing quiet zones, sensory areas, or prayer spaces can make a real difference, giving attendees room to pause and recharge between sessions. Activities like guided walks, yoga, or mindfulness can also help delegates maintain focus and energy throughout the day.
Taking a holistic approach which draws on the principles behind concepts such asย Walesness, means looking beyond the event itself. Delegates benefit when their wider stay supports wellbeing too, whether thatโs through comfortable accommodation, healthy dining options, or opportunities to unwind in leisure spaces such as pools, spas, or walking routes. Creating this balance between professional content and personal restoration not only enhances the delegate experience but also contributes to more productive and memorable events.
From meetings to mountains – rewriting business events
The rise of โblended travelโ is influencing the length of delegate visits. Data from large events hosted at ICC Wales, including the Royal College of Nursing Congress, shows that many delegates extend their stay to combine business with leisure. Typical extensions range from two to three nights, giving delegates the opportunity to explore some of Walesโ most iconic destinations.
Our location just off the M4 motorway, together with nearbyย Celtic Collectionย properties such asย The Celtic Manor Resortย andย Tลท Hotel Newport, provides a convenient base for these extended stays. Delegates can enjoy comfortable accommodation, discounted food and beverages, and complimentary shuttle services between hotels and the venue, making it easy to balance work with leisure.
The surrounding area offers a range of activities, from hiking inย The Brecon Beaconsย and exploring the stunningย Gower Peninsulaย to visitingย Cardiffย and discoveringย The Wye Valleyย or taking on an adrenaline-fuelledย outdoor experience at the world-renownedย BikePark Wales.
To support these experiences, we collaborate with local tourism partners and organisations such asย UKHospitality Cymru, ensuring initiatives align with wider regional tourism strategies. This approach not only enhances the delegate experience but also helps support the local economy and promotes Wales as a destination for both business and leisure.
Redefining success
Blended travel reflects a broader shift in what delegates seek from professional gatherings. Wellbeing, outdoor activity, and opportunities to explore the local environment are becoming central to the event experience, shaping how participants engage, learn, and connect.
Regional venues are uniquely positioned to meet these evolving expectations. Today, success is measured not just in professional outcomes, but in leaving delegates inspired, recharged, and truly connected.
