Gen Z are more eager to travel to corporate events than millennials and boomers, a survey by RainFocus has shown. 77% of Gen Z respondents reported being likely or very likely to attend a business event that requires travel, compared to 54% overall.
The study compared delegate preferences across different generations, gathering results from 1,000 US respondents.
Key findings: Willingness to travel: 54% of respondents are either very likely or somewhat likely to volunteer to attend a business event that requires travel. This increases for younger demographics, with 77% of Gen Z and 63% of millennials at least somewhat likely to travel for events compared to 34% of boomers
Swag outdated: Eventgoers and planners are recognising that branded swag is wasteful and ineffective for achieving marketing goals and converting customers
Digital giveaways: compared to practical or traditional giveaways, nearly half (49%) prefer traditional giveaways, except for Gen-Z. Gen-Z is the sole generation that prefers digital giveaways (40%)
Premium giveaways: Gen Z (55%), Millennials (56%) and Gen X (52%) also find more value in premium event giveaways such as an iPad or speaker, and are more likely to visit a booth or participate in a survey for the chance to receive a premium item
RainFocus is an event marketing platform “built to capture and analyse … first-party data” from events. The provider enlisted Dynata, the world’s largest first-party data company, to conduct the survey.
For more information, visit https://www.rainfocus.com/
