The link between wellbeing and professional performance is no longer theoretical. The 2025 Holiday Happiness Index by BookRetreats, which ranked Athens 4th globally, confirms a new reality: choosing a destination based on traveler wellbeing has begun to shape business travel strategy.

Behind the happiness scores lies a new culture of corporate mobility — where the destination is not merely a meeting point but a catalyst for rejuvenation, creativity, and productivity. Corporate travel Athens

Happiness as a Business KPI

According to the Holiday Happiness Index, the “happiest” destinations are evaluated based on five factors: sleep, nutrition, sun exposure, physical activity, and time spent in nature — all increasingly linked to the overall wellbeing of the business traveler.

For companies, these indicators translate into new performance metrics (KPIs). An employee who sleeps better, eats well, and engages in physical activity during business trips performs better — and this has a direct economic impact.

Destination happiness, therefore, is not a luxury but an investment in human capital.

Τεχνητή Νοημοσύνη στα Επαγγελματικά Ταξίδια

Athens as a Wellbeing Case Study

According to the report, Athens ranks 4th globally among the “happiest” destinations, excelling in sunshine, walkability, and overall quality of life.

For companies choosing Athens for corporate travel, meetings, or MICE activities, the benefits are twofold:
on one hand, the city offers international connectivity and modern business infrastructure; on the other, it provides an environment conducive to relaxation and inspiration.

This balance between business and wellbeing is exactly why Athens emerges as an ideal bleisure hub for executives from around the world.

The Evolution of Corporate Travel Policies

Corporate travel policies are transforming. Today, business travel is no longer limited to meetings or conferences but includes wellbeing, experience, and personalized hospitality elements.

Companies that incorporate “traveler happiness” into their policies see increased productivity and reduced burnout.
This means selecting destinations that offer:

• natural light and a clean environment,

• opportunities for exercise or relaxation,

• hotels with wellness facilities and “quiet zones” for work.

Business travel thus transforms from a necessity into a tool for wellbeing and engagement.

“Bleisure” as the New Standard

The combination of “business” + “leisure” is no longer a trend but an established model. High-performing executives choose destinations that allow time for decompression and cultural experiences without losing professional momentum.
Athens and other European cities with strong wellness brands are preferred choices for real-time work-life integration.

For companies, this means redesigning the travel experience — where the destination becomes a strategic partner in performance rather than just a point on the map.

Outlook for 2026

The concept of “destination happiness” is expected to shape the future of business travel in 2026.
The BookRetreats index is not just a travel insight; it serves as a strategic planning tool for companies aiming to build resilient, efficient, and happy teams.

Mideast as a Partner for the New Era of Business Travel

Within this shift, Mideast acts as a strategic ally for companies seeking to combine professional performance with wellbeing.
With decades of experience in corporate travel and MICE projects, Mideast designs tailor-made experiences that blend comfort, functionality, and quality of life.

For companies that view travel not just as an obligation but as an investment in the happiness and productivity of their people, Mideast is the partner that makes a difference.