As a data point (and not to take sides on the merit of the awards), according to the last ABC figures I can find (for calendar year 2019)..

91% of readers were in the UK or Ireland, 9% elsewhere

The magazine had an average of 3,443 paid individual subscriptions and 24,907 paid multiple subscriptions per issue. It registered 41,816 free copies.

It isn't clear to me though whether this is award is just from Business Traveller itself, or was open to readers of other editions.