The business traveller checking into your property today looks very different from the one who arrived 10 or even five years ago – and corporate offerings need to adapt to the new market.

Younger professionals now make up the majority of the corporate travel market – the World Economic Forum forecasts that, by 2030 more than one billion young people from Gen Z will have entered the global workforce.

Much like their Millennial colleagues, they’re choosing accommodation based on criteria that didn’t appear on most booking forms a decade ago: access to gyms, co-working spaces and brands with visible sustainability credentials.

Gen Z and Millennials are driving the biggest change, bringing different expectations shaped by their generation and working culture.

According to research by serviced apartment company Situ, younger business travellers are increasingly looking for accommodation options that support wellbeing and sustainability. They are looking for room to relax and facilities that support healthy routines.

Older generations still prefer traditional hotel formats and put more value on service, familiarity and security. All groups care about price, location and reception facilities, but the reasons behind their choices are becoming more varied.

This matters because corporate travellers are no longer a single audience. Hotels that recognise the differences between generations and respond with more adaptable corporate offerings will stand out. Independent hotels are in a strong position to do this.

They can adjust quickly to guest feedback, introduce local experiences that resonate with younger travellers and maintain the personal service that older guests value.

Adaptability also means responding to how bookings are made. Corporate planners are working with tighter budgets and shorter lead times, often needing to confirm space quickly and without friction. Technology that removes barriers at the booking stage is becoming essential – particularly for smaller groups that don’t warrant lengthy negotiations but still represent valuable revenue.

Encouraging the right booking behaviour matters too. Reward programmes, like Planners Advantage, that recognise and reward planners for repeat bookings and help corporates make the most of tighter budgets, without compromising quality or personalised experiences. Planners Advantage is our way of recognising their influence and value, streamlining the booking process and giving something back in the form of usable rewards.

Wellbeing and sustainability

Wellbeing and sustainability are now key elements in decision-making. A survey of around 550 UK-based business travellers across different generations, revealed that two-thirds of Gen Z respondents said sustainability was a priority when selecting accommodation. This fell to 41% for Gen X and just 34% for Baby Boomers.

Having access to gym and wellness facilities within accommodation was far more of a priority for younger generations than older travellers. Younger guests also look for places to socialise with friends or colleagues. Gen X and Baby Boomers tend to focus on reliability and convenience but still benefit from flexible options such as family-friendly rooms or the ability to extend stays.

Independent hotels can respond to these shifts in several practical ways. Local partnerships and authentic experiences can be promoted to guests who want to combine work trips with personal enrichment. Digital tools such as fast Wi-Fi and personalised booking journeys help younger travellers feel in control without removing the human connection that many guests still prefer. Loyalty programmes can also be adapted so they feel relevant to a wider range of travellers. At BWH Hotels we have seen events and group bookings go up 19 per cent year-on-year, despite an overall decline in industry enquiries. We credit this to our dedicated Venues Team and to the launch of Planners Advantage, an extension of BWH’s global BW Rewards programme to M&E organisers.

There are already BWH Hotels GB properties exploring this. Some are investing in wellness facilities, some are upgrading long-stay rooms and others are creating environments that make it easy for guests to blend business with leisure. For example, The WorldHotels Distinctive The Kings Arms Hotel in Christchurch, has introduced a midweek “Sauna & Stay” option, giving travellers the chance to pair an overnight visit with a 60-minute saltwater sauna session on nearby Avon Beach – a simple way to build restorative wellbeing into a work trip.

At Hall Garth Hotel Darlington, Sure Hotel Collection by Best Western, recent enhancements to the Revive Spa reflect the growing interest in relaxation and recovery. Facilities such as outdoor hot tubs, thermal water experiences and a cold plunge pool sit alongside treatment rooms and quiet lounges, providing space for guests who want to unwind between meetings or extend a stay in a more leisurely way.

Meanwhile, the BW Signature Collection by Best Western Manor Hotel in Solihull has focused on delegate wellbeing within its events offering. Meeting rooms now include small features such as aromatherapy diffusers and hydration stations, and the hotel has introduced short desk-yoga stretches and optional PT-led sessions to help delegates stay alert during full-day events.

These developments show how independents can meet evolving needs without losing their identity. Hotels that understand the motivations of each generation can secure long-term loyalty and stronger commercial results. Independent hotels are ideally placed to lead this shift because they can innovate with agility and reflect the real needs of travellers who no longer fit into one demographic or age group.

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