Despite their enthusiasm for technology, twenty-something business travelers recognize the value of face-to-face business communication at least as much as their older colleagues do, according to a new study of global business travel trends commissioned by Marriott Hotels & Resorts.
Marriott, working with the Marist Institute for Public Opinion, polled 1,207 business travelers in the U.S., China, Germany and the United Kingdom for a study called “Global Business Travel Trends in the Third Millennium.” The study examined generational and cultural differences in outlooks on the economy, business travel and career goals.
“Millennials [people aged 21 to 29] were the strongest in believing that technology cannot replace face-to-face meetings. This is certainly good news for the lodging industry,” said Donald Semmler, Marriott’s executive vice president, global full-service brands, at a press conference that was, somewhat ironically, beamed into virtual meeting suites in locations as far-flung as San Francisco and Frankfurt, Germany.
Most of the respondents in all four countries placed a high value on business travel, with nine out of ten agreeing that travel is critical to achieving business goals. More than those in any other country, U.S. responders (82 percent) also said that travel provides critical face-to-face time with customers and clients.
Despite facing tough times in the job market, Millennials in the U.S. expressed greater optimism about the economy and foresee more business trips during the year ahead than their Baby Boomer (aged 46 to 64) and Generation X (aged 30 to 45) counterparts.
Of all the responders, business travelers in China were the most optimistic about economic issues, with 63 percent predicting a rise in business travel next year. By contrast, just 22 percent of the U.S. responders predicted a business travel increase, while 54 percent said they expected the level to remain the same.
When it comes to green issues, a whopping 83 percent of the China responders said that a hotel’s sustainability efforts were important to them. This was followed by 75 percent of those in Germany, 61 percent in the United Kingdom and 51 percent in the U.S.
Responders in all countries reported a positive attitude toward business travel, with a majority even characterizing it as “glamorous.” Many in China (68 percent) and the U.S. (54 percent) also described it as “relaxing.” A majority also reported that they are able to successfully balance work and leisure activities during company trips.
