Gen Z reshapes business travel with AI preferences, but still values human touch

Gen Z professionals are reshaping the business travel experience by embracing AI-powered tools for trip planning and customisation, but remain cautious about relying entirely on digital automation at key service moments, according to recent insights from Booking.com for Business.

With Gen Z expected to represent 30% of the global workforce by 2030, their digital-first behaviours are influencing how corporate travel programmes are being designed. Notably, this generation – born between the mid-1990s and early 2010s – grew up immersed in technology, and 62% report being almost constantly online. Their digital fluency makes AI tools a natural fit for trip planning and personalisation.

AI gains traction among Gen Z travellers

Among Gen Z business travellers, 44% say they feel “comfortable” or “very comfortable” using AI-powered travel services. This figure rises to 57% among Millennials. Moreover, more than half of Gen Z professionals (53%) now prefer receiving travel recommendations from AI platforms such as ChatGPT, MindTrip, and Vacay, suggesting that generative AI and virtual travel assistants are increasingly being integrated into the early stages of the travel booking experience.

These insights point to a shift in expectations, where customisation, speed, and digital autonomy are prioritised—especially when combined with sustainable travel options and flexible booking policies.

Resistance remains at key touchpoints

Despite their comfort with digital tools, Gen Z travellers show reservations at specific service points. Only 20% prefer mobile check-in to traditional check-in at hotels, underlining a continued desire for in-person interactions upon arrival. Even more telling is their response during travel disruptions: two-thirds of Gen Z travellers still prefer live human assistance over chatbots when dealing with delays or cancellations.

These behavioural patterns indicate that while digital convenience is appreciated, it does not fully replace the need for empathy, reassurance, and real-time human problem-solving – especially during stressful or unexpected travel situations.

Implications for the travel and hospitality sector

For business travel providers, the rise of Gen Z offers both opportunities and challenges. Travel management platforms need to integrate AI to enable booking autonomy, dynamic pricing, and customised itineraries. At the same time, maintaining high-quality live support remains critical to ensuring traveller satisfaction and loyalty.

Also read → Data sharing challenges limit AI adoption in hospitality, new study finds

For corporate travel managers, this means evolving travel policies to offer more flexibility, such as bleisure options and hybrid working models. Sustainable accommodations and eco-conscious transport modes should also be available, as environmental values play a significant role in Gen Z’s travel choices.

Additionally, travel bookers should offer Gen Z employees greater independence in managing their trips – through platforms that allow them to explore a wide range of properties and services beyond traditional hotel chains, while still operating within company guidelines.

As Gen Z’s influence on the workforce and travel landscape grows, business travel strategies must strike a balance between automation and authenticity. AI will play an increasingly important role in enabling convenience and personalisation, but human service – particularly in moments of disruption – remains essential to the overall travel experience.

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