New data from Corporate Travel Management (CTM) has revealed that events are the most common reason for millennial and gen Z workers to take business trips.
The global survey of 702 Millennial and Gen Z employees was carried out in March 2025 and revealed that 44% of participants rank conferences, events and trade shows as the main purpose behind their business travel.
The survey also found that 86% of respondents flew on business at least once per year, with 70% flying between one and five times
When asked ‘what is the main purpose of your business travel?’, the top three responses were:
- Conferences, events and trade shows (44 per cent)
- Training and education (42 per cent)
- Customer/sales meetings (38 per cent)
Regional variations
The top three ranking purposes among North American respondents (36% of the sample) was identical.
In the UK, one and two 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 three and Hong Kong was the only region to include ‘supplier and partner meetings’ as a top three reason for travelling on business.
Millennials v Gen Z
There are also differences in the responses from millennials vs gen Z, with the three main purposes for travelling on business among millennials a match for the overall ranking, but ‘customer/sales meetings and ‘training and education’ leading the table for gen Z business travellers.
Mike Leeson, general manager Europe at CTM Meetings and Events said: “These findings challenge the once accepted view that the next generation of business travellers will be more content doing business digitally.”
He added: “In fact, what we’ve seen at CTM M&E is the exact opposite. 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 and this is driving a need for all types of events”
Leeson continued: “Although Gen Z respondents say conferences, events and trade shows are less important to them than Millennial respondents, I suspect this is simply because they are, generally speaking, not yet in the right roles to attend strategic events”
What do the next generations enjoy about business travel?
CTM also asked millennial and gen Z respondents what they enjoy most about travelling for business.
Overall, the top ‘perks’, for both Gen Z and millenial business travellers, are seen as:
1. Experiencing new destinations (51%)
2. Collaborating with colleagues and partners (47%)
3. Taking a break from routine (46%)
4. Meeting new people (37 per cent)
Leeson said: “What we’re seeing is a strong alignment between the purpose of business travel and what younger travellers value most.”
He added: “Conferences, events and trade shows remain a key driver of business travel, and they offer exactly what gen Z and millennial travellers are looking for; opportunities to collaborate, build relationships and meet new people. These are the kinds of meaningful, in-person experiences that simply can’t be replicated virtually.”
Looking to the future
Finally, the respondents were asked whether they expect the importance of business travel to increase in-line with their professional experience and seniority.
70% of all respondents agreed they do expect the importance of business travel to increase in-line with their professional experience and seniority.
Leeson said: “Meetings and events are going to remain essential touchpoints for building relationships, sharing knowledge, and supporting career growth as professionals advance.”
