The hospitality industry embraces the largest demographic in decades
Generation Z (those born between 1996 and 2012) will represent 30% of the workforce by 2030. Destination marketing and meetings industry organizations are busy studying this massive emerging demographic, each seeking to attract Gen Z as leisure travelers and as employees. According to a 2025 Deloitte report on Gen Z, they “are seeking more than just a job. Making money is important, but so is finding meaningful work and well-being. They are looking for careers with the right balance of these factors, a ‘trifecta’ that can be hard to find.”
As the first generation to grow up entirely in the digital age, aka “digital natives,” they are adept with technology, social media and instant communication. Because they grew up with quick access to information, they have a sense of independence, unlike previous generations, and they are highly adaptable.
Despite their comfort with technology, their preferred method of communication is face-to-face. In a 2022 interview, Stanford researcher Roberta R. Katz, co-author of Gen Z, Explained: The Art of Living in a Digital Age, explained that her biggest surprise in her interviews with 120 Gen Zers she conducted for the book was the response to the question “What type of communication do you like best?”
“Nearly every single person said their favorite form of communication was ‘in person,’” she said.
Digital Natives Seek Connection
As internet kids, they quickly found like-minded friends and communities, which fostered a sense of social consciousness and a desire to be their authentic selves; as a result, they seek authenticity in others and in work environments. Being able to learn about other people from around the world instantaneously also drives them to seek diversity, equity and inclusivity in communities and at work. As a group, they prioritize authenticity and transparency, seeking meaningful connections and experiences over material possessions.
Since they are better informed at a younger age than previous generations, they are more active in social, political and environmental issues, advocating for change and justice. They are pragmatic and financially cautious, influenced by witnessing economic challenges faced by previous generations.
On the cultural front, Gen Z embraces individuality and self-expression, frequently engaging with new trends and digital content creators. Their consumption habits are driven by authenticity, ethics and sustainability, preferring brands that align with their values.
Overall, Gen Z is shaping the future with their innovative mindset, global awareness and commitment to social progress, making them a powerful force in shaping societal norms and economic landscapes.
IMEX Takes the Lead
The Future Leaders Forum at IMEX America 2025 offered a comprehensive program designed to engage and inspire future professionals in the meetings and hospitality industries. A group of 109 college students nearing their graduation dates spent two days participating in sessions focused on building essential skills, such as mastering high-pressure conversations and developing a strong sense of authentic self as a working professional.
The event consisted of panels and a series of roundtable sessions, allowing participants to connect with industry experts in smaller groups, facilitating more intimate conversations. The experts represented a wide array of hospitality fields, including hotels, events, content development, public relations, travel agencies and more.
Read More: IMEX America 2025 Guide
Research by Freeman shows that Gen Z really sees the value of live events for building their connections and confidence—89% of the cohort stated relationships made at in-person events are a critical part of building professional confidence, according to a recent survey. This was evident right from the very start of the IMEX-MPI-MCI Future Leaders Forum at IMEX America.
Hannah Lee, DES, senior operations executive, IMEX Group, runs programming each year at both the Frankfurt and Las Vegas shows. “The importance of the event for building connections rang through loud and clear in the students’ feedback. Networking is a skill that improves with experience—but you’ve got to start somewhere! The Forum provides a safe space to network with fellow students and professionals without the pressure of “doing business,” Lee says.
Lee went on to say the attending students gave her hope for the future. “The students showed great enthusiasm and commitment to all sectors of the industry—our feedback survey shows that over 80% say they’re more likely to seek a position within the industry after attending the Forum,” she continued.
She added that she was surprised that attendees said their favorite Forum memory was meeting other budding event professionals.
This forum is crucial for fostering connections and integrating Gen Z into the industry, offering direct access to industry leaders, networking opportunities and skill-building workshops. The interactive and engaging format encourages young professionals to learn, share ideas and build relationships, facilitating their successful entry and advancement in the meetings and hospitality sectors.
Christy Renee Stehle, magnetic storyteller and strategist at Ignite Your Business and 2025 Smart Speaker award winner, emceed the event and moderated panels for the students, bringing her vivacious brand of authentic connectivity to the group.
“What I’ve gathered from job reports over the last 10 months has been mostly grumbles—the new generation has a low work ethic, lack of loyalty, high expectations and [a sense of] entitlement,” she said. “But what we saw yesterday was something else entirely. This conversation is nuanced. There were 109 students engaged, eager, grateful, taking initiative, asking thought-provoking and meaningful questions and not a phone in sight—for six hours!”
“This generation is fueled by purpose and opportunity. They are coming of age in a world that looks absolutely nothing like it did in the 1980s-2000s,” she added. “Let us revaluate how we engage this new 30% of the workforce and watch as our young talent rises to the occasion.”
What Do Future Leaders Think?
Logan Walker, a student at San Diego State University studying hospitality, wrote on LinkedIn about the forum, “This experience gave me the chance to learn from and connect with incredible industry professionals, explore the world of global meetings and events and gain insight into where our industry is headed.”
“Beyond the education and inspiration, what truly made this week special was the sense of community,” he added.
Read More: How to Nurture Future Leaders
“As the moderator for the IMEX Future Leaders Forum in Frankfurt, I strive to connect with students at a pivotal moment when they are deciding their career paths. The industry thrives when all voices are included, and I strive to ensure the next generation knows they belong,” says Kelly Truitt, director of sales at Terramar, a DMC Network Company.
Graci Sarrade, a fellow student at San Diego State University, posted this after her experience at the Future Leaders Forum: “I learned that I am capable of putting myself out there and talking to that leader that I admire. I am brave enough to go after what I want—even if that means cold-calling or asking someone to take a chance on me. I understood that even if I make a mistake, life is full of what-ifs. Sure, what if I make a mistake, but what if taking that risk leads me to my next great adventure? And most of all, I became excited to take on what lies ahead. Including all the curveballs that life will inevitably throw at me.”
This article appears in the November/December 2025 issue. You can subscribe to the magazine here.
