Gen Z is quickly moving from a future consideration to a present force in the meetings industry. Insights shared by Lindsey Roeschke, senior research analyst at Skift, at the recent Skift Meetings Forum in New York outline why this generation will require planners to rethink both how events are marketed and how they are designed.
The Factors at Play
Unlike earlier generations that often viewed conferences as steps toward career advancement, many Gen Z business travelers define success differently. They are more likely to freelance or maintain side hustles and tend to prioritize well-being, skill-building, stability, and financial independence over traditional promotions or titles. Events that lean heavily on “climbing the ladder” messaging may therefore need a refreshed value proposition that better matches these priorities.
Anxiety is another notable factor. Growing up amid economic uncertainty, rapid technological change, climate concerns, and constant digital options has left many in this generation prone to feeling overwhelmed. The logistics of a business trip — staying within policy, managing expenses, and navigating connections — can add to that pressure. A packed agenda with hundreds of sessions may unintentionally heighten stress rather than ease it. The more effective approach is to limit options and guide attendees toward fewer, higher-quality choices.
Interest in artificial intelligence is also more measured than often assumed. While comfortable with technology, many Gen Z attendees prefer to retain full or shared control when AI tools are used for planning. At the same time, they continue to value genuine human connection, though they respond better to networking formats that feel approachable rather than high-pressure.
Skift Research projects that Gen Z business trips will double by 2030. That growth creates a clear opportunity for destinations and planners who adapt early.
As Roeschke observed, “If we have a generation who is not going to accept the status quo for the sake of accepting the status quo, that’s going to make all of us reevaluate the way that we think about the meetings and conferences space.”
Implications for Missouri Planners
Missouri’s accessible mid-sized destinations, walkable urban areas, and authentic local experiences are well suited to the focused, human-centered events this audience responds to. Consider tighter program tracks, intentional downtime, lower-pressure networking opportunities, and messaging that highlights skill development and well-being alongside traditional professional growth.
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