In my case it was an opportunity to meet colleagues and customers and get free stuff. The free stuff usually consists of pens, sticky notes, notepads, chapstick, and this year's favorite, hand sanitizer. I got 3 different types of sanitizer, chapstick, pens, an organizer, power bars, and hand lotion. It was definitely worth the trip.
I also got to stay at a gorgeous hotel and get a good night's sleep (sans cats), and eat boxed food. The first part is good, the second, not so much.
I'll be taking one more business trip this year where I'll get more free stuff, institutional food, and a good night's sleep.

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