Events are driving business travel for Millennials and Gen Z employees

A recent global market research survey conducted by Corporate Travel Management (CTM) in March 2025 has revealed that conferences, events and trade shows are now the number one driver of business travel for Millennial and Gen Z employees. The survey of more than 700 next-gen business travellers found that 44% ranked these in-person events as the primary reason for their work-related trips, closely followed by training and education (42%) and customer or sales meetings (38%).

Mike Leeson, General Manager Europe, CTM Meetings & Events, shares his expert insights on how Millennials, who are anticipated to represent 75% of the global workforce this year, closely followed by Gen Z, are more than social media and digital natives; they want to meet and collaborate, and events are going to be a drawcard.

Generational travel trends: Millennials vs Gen Z

While the overall rankings paint a clear picture, a closer look at the data highlights some interesting differences between the two generations.

When asked ‘what is the main purpose for business travel’, Millennial (born 1981-1996) respondents aligned with the overall top three:

1. Conferences, events and trade shows (46%)
2. Training and education (44%)
3. Customer/sales meetings (38%)

However, Gen Z (born 1997-2006) prioritised customer and sales meetings (37%) and training and education (36%), only slightly ahead of conferences, events and trade shows (35%).

“These findings challenge the once accepted view that the next generation of business travellers will be more content doing business digitally,” said Leeson.

“In fact, what we’ve seen at CTM M&E is the exact opposite. Spending so much time working remotely or in hybrid environments has fuelled a stronger desire for face-to-face interaction – whether with colleagues or customers – and that’s driving a demand for all kinds of events.”

Leeson adds, that while Gen Z rated conferences and trade shows slightly lower, it may simply reflect their career stage. “Many Gen Z employees may not yet be in roles that require attendance at strategic events, but that will change as they progress professionally.”

What they value most about business travel

So, what are the top perks of business travel for the next generation?

Across both Millennial and Gen Z travellers, the top benefits include:

1. Experiencing new destinations (51%)
2. Collaborating with colleagues and partners (47%)
3. Taking a break from routine (46%)
4. Meeting new people (37%)

These results demonstrate a strong alignment between what younger travellers value and the type of experiences that events and conferences deliver.

“Conferences and trade shows offer the kind of meaningful, in-person engagement that younger professionals crave: collaboration, networking and relationship building – all of which can’t be replicated online,” explains Leeson.

More travel on the horizon

When asked whether the importance of business travel would increase as their careers progressed, 70% of respondents agreed. And 51% also said business travel is important to their professional performance. This signifies that there is no slowing for this generation when it comes to their appetite for travel.

“Meetings and events are going to remain essential touchpoints for building relationships, sharing knowledge, and supporting career growth,” said Leeson. “The next generation of business travellers clearly sees the value – and they’re just getting started.”