INSIGHTS
Gen Z decoded: How to embrace and adapt to corporate travel’s new generation
What do you know about Gen Z? Are they simply the TikTok kids, or is there more to glean from the generation that will fill 1 out of 5 professional positions by 2030? In actuality, this tech-savvy, diverse group, born between 1997 and 2012, is remixing corporate travel with a focus on enhanced communication, wellness, candor, and bleisure.
At GBTA Convention 2024 in Atlanta, Emese Graham, Diversity, Equity, & Inclusion Manager at Flight Centre Travel Group, Americas; Tyler Hosford, Regional Security Manager at International SOS; and Lydia Paglierani, Americas Marketing Executive at FCM, sat down to discuss how travel managers can embrace and adapt to corporate travel’s next generation.
Streamlined comms in a cluttered world
For Gen Z, direct communication is non-negotiable. Now, it’s crucial to deliver safety and travel updates through channels like text messages and push notifications to keep this generation informed without bombarding them.
“I think streamlined communications when traveling is definitely the most effective way to flag updates, such as booking information, travel notifications or trip changes,” said Paglierani. “And to do so through either text messages of push notifications so you don’t get inundated with updates from multiple channels.”
Lydia highlighted that this demographic, often more risk-tolerant, benefits from clear, concise communication that helps them navigate their travels confidently. Travel policies should also explain the why behind certain decisions to foster trust.
Embrace the DITTO approach
Understanding Gen Z’s diverse backgrounds is key. Emese suggested travel managers adopt the DITTO mindset, developed by researchers at the University of Fullerton, when working with Gen Z:
- Diversity
- Individualism
- Teamwork
- Technology
- Organizational support
Integrating these elements into travel policies is essential to meet the needs of a generation where 28% identify as LGBTQ+ and only 15% report excellent mental health.
Gen Z members simultaneously want to be treated as individuals, have flexibility, and transparent communication,” Emese said. "Diversity in corporate travel refers to how policy aligns to the wide variety of diversity dimensions included in your travelers from gender identity to neurodiversity and ethnicity. It’s also important to note that Gen Z scores higher for individualism compared to other generations, so a balance between meaningful teamwork and customization is needed. Seamless technology, especially mobile-first and intuitive touchpoints can help us most effectively communicate. And lastly, organizations can develop and communicate supports for wellbeing, peer-to-peer learning, and policies that safely enable bleisure travel styles.
Prioritizing wellness and bleisure
Over half of Gen Z travelers prioritize their well-being on the road, whether through upgrades or incorporating leisure activities. Tyler noted that this trend is a benefit and a strategic tool for talent recruitment and retention, as it can turn your travel policy into a core benefit or perk of working for your organization.
He also noted that a safety and risk policy should empower Gen Z travelers to be “the best version of themselves.” So modern safety and risk policies need guidelines on bleisure, working from anywhere, and social media to keep up with Gen Z’s needs.
Evolve your travel program for the next generation
To keep pace with Gen Z’s expectations, corporate travel managers need to evolve travel programs with strategies that include streamlining communication, providing comprehensive safety information upfront, and adjusting policies to include benefits like Wi-Fi, meal packages, and upgrades for longer trips. Moreover, there needs to be a commitment to embedding diversity, equity, and inclusion into every aspect of corporate travel management.
As the insights from GBTA 2024 show, understanding and adapting to Gen Z’s travel preferences is vital. At FCM, we’re committed to helping companies create travel programs that not only meet the unique needs of this generation but also enhance their overall travel experience.