Businesses make in-person connections, relationship-building a top priority

As Canadian businesses navigate shifting economic conditions and cross-border considerations, in-person connections are emerging as a strategic advantage.

According to a new national survey from Corporate Traveller Canada conducted by YouGov, 65% of small and mid-market enterprise (SME) employees would be willing to trade some remote work flexibility for more face-to-face meetings in 2025.

The findings suggest that relationship-building remains a top priority — especially as many SMEs explore new markets and revisit long-standing partnerships in response to evolving global trade dynamics.

Tanya LePage, Senior Vice President of Customer and Operations at Corporate Traveller Canada, points out that: “After just a handful of days in office, Prime Minister Mark Carney flew to Paris and London to strengthen political alliances in person.”

LePage continued: “He, alongside so many other Canadians, understands that face-to-face interactions are invaluable for business development. With my national team of over 300, I’ve found that a video call simply doesn’t compete when it comes to deepening relationships, accelerating collaboration, and unlocking new opportunities.”

The survey also found there is a generational shift that shows 68% of Gen Z would trade remote work flexibility for more in-person meetings amid hybrid work era

Survey insights include:

Baby Boomers Feeling the Impacts of Virtual Meetings

Baby Boomers/Silent Gen are nearly twice as likely as Gen Z to think the rise in virtual meetings has negatively impacted their business:

• Competitive edge: Baby Boomers/Silent Gen (15%), Gen Z (8%)
• Profitability: Baby Boomers/Silent Gen (13%), Gen Z (7%)

Yet, Gen Z More Willing to Give Up Some Remote Work

• In 2025, 65% of Canadian SMEs see the value of giving up some flexibility to have facetime with colleagues and clients.
• Surprisingly, Gen Z (68%) are more likely than Baby Boomers/Silent Gen (57%) to say they are willing to make the tradeoff.

Zillennials Acknowledge Rising Demand for Corporate Travel

• Gen Z and Millennials are more likely than Baby Boomers to believe this year’s demand for corporate travel, as well as the number of in-person meetings, will exceed pre-pandemic levels.

Higher demand for corporate travel: Gen Z (35%), Millennials (37%), Gen X and Baby Boomers/Silent Gen (15% each)

Higher number of in-person meetings: Gen Z (41%), Millennials (37%), Gen X and Baby Boomers/Silent Gen (18% each)

And the survey made it clear that cross-border relationships remain essential, with the research pointing to the critical role of U.S. ties in Canadian SME operations. Seven in 10 businesses surveyed reported having clients or operations in the United States, underscoring the importance of maintaining cross-border connections through travel.

Said LePage: “Paving new avenues for growth will also be more important than ever. SMEs are not just thinking locally; they’re looking to strengthen relationships abroad, especially as policy and economic landscapes evolve. A global mindset and the ability to connect in person are both essential.”

As companies plan ahead for 2025, the findings suggest that business travel is becoming more intentional, well-planned, and built around long-term growth.

Go to www.corptraveller.com for more.