Worldwide: Hospitality company Hilton has released the findings of its latest 2024 travel trends report, which reveals four key themes including changing business travel behaviour.

In 2024, 46 per cent of global full-time and self-employed workers plan to travel for business. Employees in India (65 per cent), UAE (64 per cent) and China (60 per cent) are the top three countries most likely to represent business travel.

Millennial and Gen Z employees (53 per cent each) account for the largest demographic travelling for business in 2024. This is followed by Gen X (38 per cent) and Baby Boomers (26 per cent).

Additionally, more than one-third of Gen Z and Millennial business travellers said they plan to extend a business trip in 2024. 

In Singapore, the length of stay for transient business travellers had increased 15 per cent compared to 2019 to more than 4 days this year. Markets such as Atlanta and New York are reporting similar trends. 

Hilton announced the launch of its Project H3 extended stay brand in May 2023, with the first property slated to open by early 2025.

Matt Schuyler, chief brand officer at Hilton, said: “Hilton has a rich history of organically and strategically building brands for every traveller and every stay occasion. Both Project H3 and Spark by Hilton address the needs of specific segments of travellers, strengthening a world-class portfolio that provides reliable and friendly solutions for guests whether they choose to stay with us for one night or 20-plus.”

Regarding traveller destination, many conferences and events took place in secondary markets throughout 2023, moving away from urban city centres. For example in the Americas, Milwaukee, Wisconsin, Albuquerque, New Mexico, and Fort Myers, Florida, topped demand growth among one-year-out bookings.

Chris Silcock, chief commercial officer from Hilton, said: “The past few years have reinforced that there is no true replacement for in-person meetings and events. Today many are embracing the unique value of business travel and want to maximise the time that they have on the road, in the meeting or at the conference to build and strengthen relationships.”

The full report – What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead – can be read in full here.