New white paper from global accommodation agency Situ reveals diverse expectations across four generational cohorts of travellers: Gen Z, Millennials, Gen X, and Baby Boomers
(TRAVPR.COM) UK - October 21st, 2025 -
FOR IMMEDIATE RELEASE
Mind the Gap: Situ publishes study into accommodation requirements and buying behaviours across four generations of business travellers
— New white paper from global accommodation agency Situ reveals diverse expectations across four generational cohorts of travellers: Gen Z, Millennials, Gen X, and Baby Boomers
— Report highlights stark differences in demand for non-hotel accommodation; adoption of company-approved booking tools; and interest in booking sustainable properties
— Situ commissioned a YouGov survey of more than 550 business travellers as well as a selection of industry leaders
DOWNLOAD THE WHITE PAPER HERE: https://drive.google.com/drive/folders/1gK6UUzG5IzoFxJWYWhhUP64Sys54cM7C
United Kingdom, Exeter, 21 October 2025 – Situ – The Global Accommodation Agency – has published a white paper that uncovers stark differences in expectations, behaviours and preferences across four generational cohorts: Gen Z, Millennials, Gen X, and Baby Boomers.
The new report, ‘Mind the Gap: Generational analysis of the accommodation requirements and buying behaviours of today’s business travellers,’ unveils increasingly diverse accommodation choices and booking habits, as well as views on sustainability credentials and the need for in-room technology.
The findings also shed light on how much flexibility different generations require when booking accommodation, and whether business trips are seen as a ‘chore’, ‘perk’ — or a viable pathway to career progression.
Key insights include 30% of Millennials replying they wanted full flexibility when choosing where to stay. And when it comes to sustainability, just 41% of Gen X and 34% of Baby Boomers think this is important when selecting accommodation.
Other findings include Gen Z tracking towards non-hotel accommodation, including serviced apartments and short-term rentals, while just 21% of the cohort state they use company-approved booking tools.
The report also pinpoints how younger employees even express wanting to be able to live with their colleagues — demonstrating the challenges many businesses today face when managing a corporate travel programme.
Phil Stapleton, Situ’s Founder and CEO, commented, “Exploring these generational differences – or ‘gaps’– is a vital and ongoing conversation for the corporate travel industry, which faces growing pressure to better understand and respond to the evolving needs of a multigenerational travelling workforce.
“The nuances around generational needs and preferences are yet another dimension for the buyers and suppliers of business travel services to consider, alongside priorities such as flexibility, tech, and duty of care.
“An understanding of these different needs is yet another piece in the mosaic of how we understand the individual traveller and will help us to continue our mission to optimise traveller experience and prepare the industry for the years ahead.”
A comprehensive online survey was carried out in collaboration with the market research company YouGov, which investigated the behaviours and preferences of more than 550 business travellers.
In addition, a number of experienced professionals from the business travel sector were interviewed to augment the survey data and gain insight into the day-to-day realities of those working in business travel.
Overall the study points towards a desire for increased agency and personalisation; values that are a response to both industry advancements and broader societal change. As a result, this latest research is designed to equip companies with new insights to better cater to the needs of their employees.
Ends
Access a selection of hi-res images here: https://drive.google.com/drive/folders/1gK6UUzG5IzoFxJWYWhhUP64Sys54cM7C
For all media enquiries, and to interview Phil Stapleton, Situ’s Founder and CEO, contact Tamara Edgar at tamara.edgar@staysitu.com
About Situ
Situ – The Global Accommodation Agency, has been a trusted partner in providing extended stay accommodation to companies and organisations worldwide since 2008.
We specialise in sourcing and booking accommodation tailored to our clients' needs, ensuring a seamless experience by blending advanced technology with our dedicated hospitality team. Whether it's a one-time booking or developing comprehensive global programmes, our priority is to deliver commercial value while delivering a true sense of human hospitality to our clients, guests, and operators.
With a diverse global property portfolio spanning over 144 countries, our team and accommodation partners offer more than just a place to stay – they provide a welcoming sense of home, no matter where our clients find themselves on their journey, or what category of accommodation meets their needs.
www.staysitu.com
###
