Face-to-face still matters: Younger workers choose travel for events
Conferences, events and trade shows are the leading reason millennials and Gen Zs travel for work – according to new global data from Corporate Travel Management (CTM). A global survey of 702 millennial and Gen Z employees found that 44% ranked events as their main business travel driver, ahead of training (42%) and customer meetings (38%).
The data shows younger professionals are still travelling regularly, with 86% flying for business at least once a year. Most (70%) flew between one and five times.
CTM’s general manager for Europe, Mike Leeson, said the findings challenge the idea that younger workers prefer digital communication: “Spending so much time working from home or in a hybrid capacity in recent years has actually fuelled a desire for millennial and Gen Z workers to meet face to face more, either with colleagues or for business. This is driving a need for all types of events, whether team-building, internal meetings, sales rallies, kick-offs, AGM, reward and incentives or conferences and trade shows. And of course, business travel is seeing the benefits too.”
Regional and generational splits
North America mirrored the global ranking. In the UK, internal meetings took third place, and in Hong Kong, supplier meetings broke into the top three.
Among Millennials, events ranked highest (46%), followed by training (44%) and sales meetings (38%). Gen Z placed sales meetings top (37%), slightly ahead of training (36%) and events (35%).
What Gen Z and millennials value
The top business travel perks were: Experiencing new destinations (51%) Collaborating with colleagues (47%) Taking a break from routine (46%) Meeting new people (37%)
“Conferences offer exactly what these travellers are looking for – opportunities to collaborate, build relationships and meet new people,” said Leeson.
Future outlook
70% of respondents expect the importance of business travel to grow as their careers advance. “Meetings and events will remain critical for career progression and relationship-building,” said Leeson.
