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Worldwide: A white paper published by global accommodation agency Situ explores the accommodation requirements and buying behaviours across four generations of business travellers.
Mind the Gap: Generational analysis of the accommodation requirements and buying behaviours of today’s business travellers is based on a YouGov survey of more than 550 business travellers as well as a selection of industry leaders.
Generations are divided into the following:
- Generation Z – born 1997 and later (ages 16-28)
- Millennials – born between 1981-1996 (ages 29-44)
- Generation X – born between 1965-1980 (ages 45-60)
- Baby Boomers – born between 1946-1964 (ages 61-79)
Gen Z travellers showed a preference for booking non-hotel accommodation, including serviced apartments and short term rentals. Just 21 per cent of the cohort stated that they use company-approved booking tools.
Nearly one-third (30 per cent) of Millennials wanted full flexibility when choosing where to stay, though the majority of Millennials (58 per cent) preferred to have a few vetted options.
Millennials and Gen X (33 per cent and 31 per cent respectively) marked in-room tech as ‘not very important’. Gen Z travellers – more than all three of the other generations combined – think it is ‘very important’ to have digital or tech enabled features in their accommodation.
The younger demographics scored higher than Gen X and Baby Boomers on wanting access to different means of supporting their wellness. Gen Zs and Millennials are also far more likely to want space to entertain family and friends.
Overall, Gen Z respondents also answered ‘don’t know’ the least time than any other generation. There were more ‘don’t knows’ from Baby Boomers, which reached double digits on questions such as the importance of a work desk/office space, good sustainability/green credentials, and cooking facilities.
Phil Stapleton, founder and CEO of Situ, said: “Exploring these generational differences – or ‘gaps’– is a vital and ongoing conversation for the corporate travel industry, which faces growing pressure to better understand and respond to the evolving needs of a multigenerational travelling workforce.
“The nuances around generational needs and preferences are yet another dimension for the buyers and suppliers of business travel services to consider, alongside priorities such as flexibility, tech, and duty of care. An understanding of these different needs is yet another piece in the mosaic of how we understand the individual traveller and will help us to continue our mission to optimise traveller experience and prepare the industry for the years ahead.”
The survey was supported with insights from the following business travel professionals:
- Adam Hickingbotham, travel procurement manager, AtkinsRéalis
- Sue Jones, member of the Institute of Travel Management
- Wayne Lappage, senior buyer-procurement director, Yunex Traffic; ITM Member
- Ailsa Pollard, central procurement, senior buyer, Murphy Group
- Jose Nunez, corporate travel manager, AMC Networks International, UK
The white paper can be downloaded here.
Highlights:
- Situ’s white paper highlights major generational divides in business travel preferences.
- Gen Z values independence, tech, and wellness — using company booking tools the least.
- Millennials seek flexibility and a balance of vetted accommodation choices.
- Gen X and Baby Boomers prioritise traditional hotel features and show lower engagement with sustainability and tech.
