Research from CTM shows differences between Gen Z and Millennials

Events are driving corporate trips for Millennial and Gen Z travelers, according to new global data from Corporate Travel Management (CTM), a TMC. The study revealed that events are the most common reason for Millennial and Gen Z workers to take business trips, with 44% ranking conferences, events and trade shows as the main purpose behind their business travel.

The global survey of 702 Millennial and Gen Z employees was carried out in March 2025. Of that group, 86% fly on business at least once a year, with 70% flying between one and five times.

When respondents were asked, “What is the main purpose of your business travel?”, the Top 3 responses were: conferences, events and trade shows (44%);  training and education (42%); and  customer/sales meetings (38%).

The Top 3 ranking among North American respondents (36% of the sample) was the same as the global result. In the UK, the Top 2 remained the same, with “internal meetings” taking third place. Singapore was the only other region to rank both “internal meetings” and “conferences, events and trade shows” among the Top 3. And Hong Kong was the only region to include “supplier and partner meetings” as one of the Top 3 reasons for traveling on business.

There were also marked differences in the responses from Millennials vs. Gen Z, with the three main purposes for traveling on business among Millennials a match for the overall ranking, but “customer/sales meetings” and “training and education” at the top of the list for Gen Z business travelers.

Mike Leeson, general manager, Europe, CTM Meetings and Events, said the findings “challenge the once accepted view that the next generation of business travelers will be more content doing business digitally.” Spending so much time working from home or in a hybrid capacity in recent years has, said Leeson, “actually fueled a desire for Millennial and Gen Z workers to meet face-to-face more, either with colleagues or for business.”

Conferences, events and trade shows, said Leeson, “remain a key driver of business travel, and they offer exactly what Gen Z and Millennial travelers are looking for: opportunities to collaborate, build relationships and meet new people.” These are the kinds of meaningful, in-person experiences, he said, “that simply can’t be replicated virtually.”