Business travel is changing – and fast. Not because the planes are different or because boardrooms have suddenly swapped suits for sandals, but because business travellers themselves are changing.
For the first time ever, the UK’s travelling workforce spans five generations: Baby Boomers, Gen X, Millennials, Gen Z, and soon, Gen Alpha. To complicate things further, as highlighted in a recent whitepaper by Situ, the serviced accommodation booking agency, each group travels differently, books differently, and, crucially for serviced accommodation providers, expects something different from their stay.
At Coppergate Serviced Accommodation, this isn’t a challenge. It’s an invitation.
An invitation to build stays that feel personal, comfortable, and intentionally designed for the traveller who walks through the door – no matter their age, experience, or expectations.
Here’s how we do it.
Gen Z: The Experience-First, Wellness-Driven Traveller
If one generation is rewriting the rules of business travel, it’s Gen Z.
They’re choosing serviced apartments and short-term rentals over hotels in huge numbers. According to the study, 72% of Gen Z travellers opt for non-hotel stays – driven by a desire for community, wellbeing, cooking facilities and freedom.
At Coppergate, that plays directly into what we offer:
- Fully equipped kitchens for travellers who want control over their routine
- Smart TVs, and fast Wi-Fi
- Space to unwind after long days on site or in the field
- Properties near gyms, walking routes, coworking hubs and cycle-friendly areas
Gen Z doesn’t ask, “Where will I sleep?” They ask, “How will this place make me feel?”
And our answer is simple: Right at home.
Millennials: The Choice-Loving, Technology-Forward Professional
Millennials sit at a fascinating crossroads. They value freedom and experiences – but they still appreciate a bit of structure.
The research shows they prefer:
- A few vetted accommodation options
- Strong sustainability credentials
- Access to wellness features
- The ability to self-cater
They’re also the cohort most likely to book via apps and digital platforms, which is why Coppergate listings are not only beautiful, but optimised – well-presented, easy to book, and fully aligned with what Millennials expect from a modern accommodation provider.
Every Coppergate property comes with:
- High-speed connectivity
- Reliable workspace comfort
- Clean, contemporary interiors
Millennials want flexibility – but without chaos. So we provide clarity, convenience and comfort wrapped into one smooth stay.
Gen X: The Practical, Comfort-Seeking Traveller
Gen X travellers are often described as the “quiet backbone” of the workforce—experienced, reliable, and very clear about what they like.
The research shows they:
- Desire fewer wellbeing extras
- Prefer straightforward booking processes
- Value home comforts more than younger generations
- Like control, but not too many choices
For this group, Coppergate focuses on the essentials:
- Spacious lounges for unwinding after long working days
- Robust security and private, residential settings
- Proximity to major road routes for stress-free commuting
- Fully equipped amenities that remove friction from travel
Gen X doesn’t necessarily want yoga mats or on-site film nights. They want stability – and Coppergate delivers it.
Baby Boomers: The Dependability and Familiarity Generation
Baby Boomers are travelling less frequently for work, but when they do, they prioritise:
- Ease
- Safety
- Simple booking
- Spacious, comfortable environments
- The ability to bring family on longer trips
Coppergate’s accommodations are ideal because they offer:
- Ground-floor options and accessible layouts
- Calm, well-located properties with private parking
- Large living spaces that allow partners or family to accompany them
- Hosts who communicate clearly and personally
For Boomers, a stay shouldn’t feel experimental. It should feel trustworthy.
Tailoring Stays Across Generations: Coppergate’s Advantage
What makes Coppergate different isn’t just our properties – it’s our approach.
Across all generations, the research highlights three things every traveller wants:
- Personalisation: Nobody, regardless of age, wants a cookie-cutter experience. So Coppergate uses clear communication, local knowledge, and flexible check-in options to personalise every stay.
- Wellbeing: Younger travellers are vocal about wellbeing; older travellers appreciate comfort and ease. Coppergate balances both with peaceful locations, self-catering, generous living space and supportive host communication.
- Flexibility: Across generations, travellers want to choose how they stay, cook, relax and work. That’s why Coppergate prioritises options – not restrictions.
A Supplier Partnership That Helps Every Traveller Thrive
Coppergate’s ability to support every type of guest comes down to relationships..
We love working directly with our guests and also with major online travel agents like Situ, Booking.com and Airbnb because:
- They allow travellers of every generation to book in their preferred way
- They provide the digital tools younger guests expect
- They offer trust, support, and visibility that older travellers value
- They enable us to share rich information, high-quality photos and transparent reviews
- They make the booking process smooth, fast and accessible
Whether it’s a Gen Z engineer booking in an instant via an app, or a Baby Boomer guest wanting reassurance through detailed listing information and personal contact – these touchpoints help us match the right guest to the right property every time.
Final Thoughts: One Brand, Many Generations - Always a Tailored Stay
The Situ white paper makes one message crystal clear:
The future of business travel is personalised, wellness-focused and generationally diverse.
Coppergate Serviced Accommodation is already ahead of that curve.
By understanding what each generation needs—and adapting our guest experience accordingly—we ensure every traveller, from the fresh graduate to the seasoned executive, arrives to a stay that feels thoughtfully designed just for them.
Because great accommodation isn’t one-size-fits-all.
It’s Coppergate.
If you’d like help booking accommodation for your teams across Doncaster, Grimsby, Cleethorpes and surrounding areas, we’d love to help.
