'Reverse bleisure' - incorporating work meetings into leisure trips - is emerging as a new motivator for travel, particularly among younger generations, says data from Amex GBT.

While "bleisure" (adding holiday time to work trips) has soared in popularity since the pandemic, a new study by American Express Global Business Travel (Amex GBT) has found that more than half (52%) of business travellers had done the opposite, creating "reverse bleisure" opportunities.

The research, conducted in partnership with Ipsos UK among more than 1,800 frequent business travellers from the UK and US, revealed this practice was more prevalent among Gen Z (55%) and Millennials (57%) compared to Gen X (42%).

Despite their enthusiasm for business travel, with 70% of Gen Z respondents saying they look forward to work trips, younger travellers reported experiencing more stress and disruption than their older colleagues. Gen Z travellers were more likely to experience disruption in their recent work trips (45%) compared to Millennials (36%) and Gen X (32%).

The research also highlighted that Gen Z workers were less aware of employer support, with only 63% understanding that their employer has a responsibility to care for them during work trips, compared to 68% of business travellers overall and 73% of Millennials.

Evan Konwiser, chief product and strategy officer at Amex GBT, says: "We can see that Gen Z workers recognise how business travel can enable career growth and connection in a more disrupted world. With that said, we know that travelling can be an emotional experience, especially when it is disrupted. As an industry it is important that we find the right mix of digital self-service and human support to meet the needs of both today and tomorrow's travelling workforce."

Millennials showed the most positive attitudes toward business travel, with nearly a third (32%) finding it motivating, and 74% expressing a desire to extend their last work trip with more leisure time. Meanwhile, Gen X respondents (aged 45-58) placed the highest value on face-to-face meetings, with 63% agreeing there is no substitute for in-person time with colleagues.

When it comes to technology, the study revealed an interesting pattern regarding generative AI use for travel tasks. Despite being considered "digital natives," Gen Z travellers (60%) were less comfortable than Millennials (66%) with using AI to book flights.

Kelly Beaver MBE, chief executive of Ipsos in the UK and Ireland, says: "The past few years have been challenging for everyone, employers and employees alike, and those just entering the workforce for the first time are finding it especially difficult to find their feet. We know from our own experience, and from research done by our specialist employee research team at Ipsos Karian and Box, that time spent together, whether collaborating in offices or onsite with our clients, has an important, positive impact on employee advocacy and connection."

Looking ahead, more than half (55%) of respondents across generations expect to travel more for work in five years than they do today, with two-thirds anticipating that business travel will become easier in the future.

The full Meet Tomorrow's Business Travellers report by Amex GBT and Ipsos explores additional insights on how employers can make business travel more seamless, secure and sustainable for travellers across all generations.

by Olivia Palamountain | GLOBETRENDER