From feel-good to do-good: the future of business travel

For the bookers in charge of arranging business travel, some features are non-negotiable. A comfy bed, Wi-Fi access, and a decent desk for the employee to work from are all understandably top of the list, and a super-convenient location doesn’t hurt either.

But these days, great business trips are about more than just what a guest gets inside the room. Sinking into a fluffy white duvet after a hard day’s work should always feel good – but increasingly, business travellers want their hotel of choice to do good, too.

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The value of shared values

Premier Inn recently surveyed 500 travel bookers and 1,000 travel stayers about post-pandemic business travel, looking to understand exactly what turns an average stay into the perfect business trip. Many of the answers were exactly what you’d expect – but an impressive 92% of respondents said it was important for their organisation to work with ‘like-minded, environmentally responsible companies’ for business travel.

There are likely two reasons behind this. On a practical level, most businesses are working hard to improve their performance against a variety of environmental, social, and governance (ESG) metrics. By its very nature, business travel carries an environmental impact (and there’s potentially more scrutiny since we’ve all learnt that many meetings can be conducted remotely). Working with ESG-conscious partners is key to mitigating the impact of trips.

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Whether that’s flying with airlines that enable carbon offsetting, booking train tickets instead of multiple taxis, or staying at hotels that are committed to the conservation of energy and water. However, the desire for environmentally responsible business travel goes deeper than just ticking a box on the ESG scorecard.

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What do we want? Greener trips!

Much has been said in recent years about the growing importance of ‘brand purpose’. From the shoes they wear to the pensions they invest in, consumers are far more concerned with brands’ ethical credentials than they’ve ever been before. The demand for sustainable travel has also grown significantly, with the sustainable tourism market expected to reach a staggering $8.4 trillion by 2032.

That desire doesn’t switch off just because a stayer is travelling for business, rather than leisure. Whether it’s an overnight booking ahead of a big morning meeting, a site visit, or a week-long stay for a major conference, those travelling for business want reassurance that their hotel is committed to making a positive impact.

And this consideration will only become more important for travel bookers in the years to come – because Gen Z have joined the ranks of business travellers, and they’re beating the drum for purpose, sustainability and aligned-brand values like no generation before them.

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And this consideration will only become more important for travel bookers in the years to come – because Gen Z have joined the ranks of business travellers, and they’re beating the drum for purpose, sustainability and aligned-brand values like no generation before them.

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The eco-conscious generation

Think Gen Z are the kids making TikTok videos on their school lunch break? Think again. The oldest members of this cohort are now halfway through their twenties – and they already make up at least 20% of the workforce. Granted, this bunch are mostly in the early stages of their careers, so we don’t yet know a huge amount about how they’ll operate as senior stakeholders in business. But we do know a thing or two about their values and motivations.

Gen Z have been described as ‘more socially, environmentally and ethically conscious than any generation before them’. And that’s not just the optimism of youth – this generation put their money where their values are, with one report finding that Gen Z were more likely than any other age group to have donated to charity in the last quarter.

Their eco-credentials extend to the trips they take, so it’s safe to say that sustainable travel, including sustainable business travel, will be close to this group’s heart.

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Travel managers should book accordingly – but there is a slight caveat. Any ESG claims made need to be backed up by evidence, because Gen Z are a well-informed, research-savvy lot and can spot greenwashing a mile off.

They also understand that ESG is multi-faceted – encompassing not just energy-saving measures, but everything from community impact to charitable giving, food waste prevention to workers’ rights. So while it’s important to factor ESG into their travel plans, it has to be the real deal.

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But will they be travelling for business?

You might think that the generation who entered the workforce during the pandemic would eschew business travel altogether – virtual meetings work fine, so does it really matter what they want from a hotel? As it happens, the opposite is true: our research found that 32% of junior staff travel more for business now than they did pre-pandemic (vs. 23% overall), and they also have a higher affinity for bleisure trips .

Ultimately, Gen Z (in fact, just about every generation!) are keen to get back out into the world – travelling for business, for leisure, to facilitate hybrid work, to meet new people and experience new places. For travel bookers looking to plan the perfect business trip, there’s a lot to bear in mind – but there’s also a clear playbook for how to get it right.

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How Premier Inn is making a positive difference

Here at Premier Inn, we’re passionate about you and your employees, supporting our communities and preserving our planet for the generations to come. Being a force for good is at the heart of everything we do. From targeting net zero carbon and donating surplus food to those in need, to supporting world-leading care for children at Great Ormond Street Hospital.

Want the full picture of work travel today – including all the top considerations for booking the perfect business trip?

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Download our research paper to learn more

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October 2022

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