A successful business travel program is flexible to the needs of different generations.
Arguably for the first time ever, corporate travel programs must cater to four distinct generations. From Baby Boomers, who remember the burgeoning business travel scene of the sixties and seventies, to Gen Z employees booking their first-ever work trips, every generation has a unique perspective on travel, different preferences and priorities, and varying technological capabilities.
Understanding these nuances isn’t just about accommodating the wide variety of travellers within an organization. In this article, we take a look at how to build a multi-generational travel program that is cost-effective and tailored to the broadly different needs of those born across the decades.
Understanding the Generational Landscape
Today’s workforce spans an unprecedented age range, bringing together professionals from multiple generational backgrounds. From early-career employees entering the job market for the first time to seasoned workers with decades of expertise, organizations now operate in an environment richer and more diverse than ever before.
Baby Boomers (born 1946-1964) – From an age of formality and hierarchy and now with decades of travel experience.
Gen X (born 1965-1980) – The backbone of middle management, balancing traditional expectations with digital adoption.
Millennials (born 1981-1996) – Now represent the largest segment of today’s workforce in different roles.
Gen Z (born 1997-2012) – Entering the corporate world with fresh perspectives shaped by mobile-first tech and social consciousness.
Each generation’s formative experiences influence how they approach business travel. Boomers may value personal service and loyalty programs built over decades. Gen X appreciates efficiency and work-life balance. Millennials seek experiences and seamless digital integration. Gen Z prioritizes sustainability, authenticity, and instant communication.
Travel Technology: The Unifier and Divider
Perhaps nowhere are generational differences more apparent than in technology adoption.
Whilst younger generations expect mobile-first booking platforms, AI-powered recommendations, and real-time updates via app notifications, older travellers may prefer speaking with a dedicated travel consultant or using familiar desktop booking systems. The solution isn’t choosing one approach over another. It’s offering choice.
Successful multi-generational travel programs provide multiple options. A robust mobile app for digital natives, easy-to-use online portals for desktop users, and around-the-clock human support for those who prefer personal interaction.
At Gray Dawes Travel, we understand that the best travel program is one where every traveler can engage in their preferred way whilst maintaining policy compliance and duty of care standards – whether that be through our award-winning online booking tool, YourTrip, or via our single sign-on PORTAL platform, which allows users to manage their entire travel program, all in one place.
Communication Preferences Really Matter
How you communicate with travelers varies as much as the channels they prefer. Younger travelers, especially Generation Z and young Millennials, often expect near-instant responses via chat, text or app notifications. They’re used to digital-first communication and frequently rely on instant messaging or social apps for most of their interactions; for example, many in Gen Z prefer messaging over formal email or voice calls.
By contrast, members of older generations tend to value more traditional and documented communication. Generation X travelers often appreciate email for its clarity and permanence: email allows them to digest and archive information such as itineraries, booking confirmations, or policy updates at their own pace.
Meanwhile, Baby Boomers, especially those booking complex trips or managing significant travel changes, may prefer telephone calls or even face-to-face support, valuing direct human contact and the formality, structure, and reassurance that come with it, according to Forbes.
A sophisticated travel program recognizes these generational preferences and adapts its communication strategy accordingly. Automated notifications – like flight-status updates, gate changes, or reminders – work well across generations because they deliver timely, low-effort information. But when disruption hits (delays / cancelations) or when policies change, a multi-channel approach becomes vital: push out rapid alerts via mobile for younger travelers, follow up with detailed email summaries for mid-career travelers, and ensure that phone or human-agent support remains an option for older travelers or senior executives
Environmental consciousness represents one area where younger generations are driving significant change in corporate travel. Gen Z and Millennials increasingly view sustainability not as a nice-to-have but as a fundamental value that should guide travel decisions. They want visibility into carbon footprints, rail alternatives to short-haul flights, and hotels with genuine environmental credentials.
However, sustainability shouldn’t be positioned as exclusively a youth concern. Many Boomers and Gen X travelers also prioritize environmental responsibility, particularly as they consider their legacy. A multi-generational approach embeds sustainable options as defaults whilst providing transparency and choice. This might include highlighting eco-friendly hotel options, promoting rail travel where practical, and offering carbon offset programs that appeal across age groups.
At Gray Dawes, sustainability is in our DNA. To us, greener travel isn’t just a tick-box exercise – it’s an all-encompassing philosophy which covers the protection of the natural environment, the flourishing of local communities, and our role in empowering our employees. Learn more about this in our LEGACY program.
Flexibility and the Work-Life Balance
The pandemic fundamentally shifted perspectives on work-life balance, but different generations experienced and internalized these changes differently.
Younger generations increasingly blur the lines between business and leisure travel, seeking “bleisure” opportunities to extend trips and explore destinations. They view travel as an experience and want programs that support combining work with personal time.
Older generations may prioritize efficiency and minimizing time away from home, preferring direct routes and condensed itineraries. Others, particularly those nearing retirement, might welcome extended stays that reduce travel frequency while allowing deeper engagement with locations.
Progressive travel programs accommodate both approaches through flexible policies. This includes allowing weekend extensions, providing guidelines for mixing business and personal travel, and ensuring booking tools can handle complex itineraries without creating compliance nightmares.
Building for the Future
Creating multi-generational travel programs requires ongoing adaptation. As Gen Z becomes a larger proportion of business travelers and Gen Alpha enters the workforce within the next decade, expectations will continue evolving.
The key is building flexible frameworks that can accommodate diverse needs without creating unwieldy complexity. At Gray Dawes Travel, we believe the most successful programs share common characteristics: an intuitive High Tech offering with a personal High Touch approach, and comprehensive High Content which offers travelers and travel bookers the freedom of choice, giving them everything they need to book better and spend smarter.
The goal isn’t treating each generation as a separate silo but creating inclusive programs where every traveler feels supported and valued. When done right, multi-generational travel programs become competitive advantages that attract talent, improve traveler satisfaction, and deliver measurable value across every generation.
Related Articles
How to Build a Better Travel Policy in 2026
As business travel continues to evolve, travel policies must keep pace with new expectations and challenges. Learn how to build a smarter, more flexible travel policy for 2026 – one that balances cost control, compliance, sustainability goals, and a better traveller experience.
London: A Business Traveler’s Guide
Are you planning on travelling to London for work? From the skyscrapers of Canary Wharf to the bustling high-street shops of Oxford Street, there’s no shortage of opportunities for corporate travellers. In this city guide, we help you navigate London’s unique business ecosystem, share practical tips for getting around, and highlight our top 3 things to see or do to make your trip unforgettable.
Apple’s Digital ID: What Business Travelers Need to Know
Apple has introduced Digital ID, a new feature that allows U.S. passport holders to securely store their identification information directly in Apple Wallet. In this comprehensive guide for business travelers, we take a deeper look into how it works, the current use cases, security information, and its implications for business travelers.HEADER: Apple Digital ID
CALL US
EMAIL US
info@gdg.travel
ALWAYS HERE
Mon - Sun, 24 hours a day
LET'S TALK
Fill in the form below and we'll get back to you as soon as we can.