5 Trends Changing the DNA of Managed Travel


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Education session on how the social/mobile web is changing the DNA of Corporate Road Warriors and Warriorettes and their travel behaviors. The presentation examines opportunities for Corporations and Travel Management Companies (TMCs) to move from the "police state" and become the carrot by leveraging the strengths of the mobile social web to bring more utility and influence in-policy behaviors within their corporate travel programs. Presented by Michelle Batten (@iMediaMichelle) and Susan Kidwell (skidwell) from Social Business practice of the Amadeus Americas Travel Technology Consulting group at NBTA 2010 in Houston, TX.

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5 Trends Changing the DNA of Managed Travel

  1. 1. Travel Technology Consulting Amadeus Americas 5 Trends Changing the DNA of Managed Travel NBTA Convention & Exposition | August 2010
  2. 2. We’re delighted to be your hosts for today’s discussion along with BCD… Michelle Batten @iMediaMichelle Susan Kidwell @skidwell Use #nbta10 to share comments & questions during and after the session
  3. 3. Corporate Travel has long lost it’s glamour…
  4. 4. 5 behavioral trends are redefining the DNA of Corporate Road Warriors and Warriorettes: Social Discovery Peer Influence Instant Access My Time is Me Time Business is Personal 1 2 3 4 5
  5. 5. DNA Trend 1: Social Discovery Social channels just starting to eclipse traditional search channels
  6. 6. DNA Trend 2: Peer Influence More and more travelers trust their peers more than branded advertising
  7. 7. DNA Trend 3: Instant Access Mobile Connected Devices are essential for the 24/7 on the go professional – want access to my stuff Source: Mashable, April 13, 2010 Average iPhone user only spends 45% of his on-device time making voice calls
  8. 8. DNA Trend 4: My Time is Me Time <ul><li>Taking a break from the average day scored high (22%) on the scale of what travelers look forward to, as well as seeing a new city (29%) </li></ul><ul><li>75% expect hotel entertainment systems to at least match home set-up; over 1 in 4 expect a higher standard </li></ul><ul><li>During business trips: </li></ul><ul><ul><ul><li>72% research local restaurants and hot spots </li></ul></ul></ul><ul><ul><ul><li>63% connect with friends or family living close to the destination </li></ul></ul></ul><ul><ul><ul><li>29% use online/social networking sites to connect with or meet new people </li></ul></ul></ul>When on business trips, every interaction has to provide personal value – seeking the “home away from home” experience *Sources: Surveys by Embassy Suites (2010), Business Traveller Magazine and Samsung (2008), Marriott (2010)
  9. 9. DNA Trend 5: Business is Personal Business and leisure worlds are blurring together ~”Bleisure Travel” 33% have taken their partner, children or friend with them on business and extended the trip into a holiday* Source : Travel Industry Association of America *Source : AMEX and Starwood Preferred Guest Bleisure UK Travel Survey, May 1, 2010
  10. 10. Corporate Travel is likewise transforming Travel From linear, 2-dimensional, transactional and static experiences To circular, 3-dimensional, conversational and real-time shared experiences “Sigh, back on another long road trip this week” “Cool, I think my boss would be interested in this” Inform Return Book Inspire Shop Book Pre- Travel Post- Travel Travel
  11. 11. The Corporate Traveler expectations are based on their savvy experiences 48% of U.S. business travelers aged 21 to 34 visit Facebook before making business travel decisions; 35% used a social media outlet in finding a hotel. Source: Embassy Suite Hotels Survey, June 24, 2010 Inspire Shop Book Pre- Travel Post- Travel Travel
  12. 12. Mobile is becoming epicenter of social interaction While on the road, young executives travel with a lot of technology including MP3 player (54%), and a Smart phone (50%). Source: Embassy Suite Hotels Survey, June 24, 2010
  13. 13. Social plug ins now make it easy to engage and interact anywhere online
  14. 14. Location-Based and Augmented Reality Applications give rise to new sources of info
  15. 15. The Corporation must still balance many demands around Corporate Social Responsibility <ul><li>Bottom Line $$ </li></ul><ul><li>Enhanced Productivity </li></ul><ul><li>Employee Safety & Morale </li></ul>For them, managed travel still comes down to the Big 3: The Customers HR Boss P&L
  16. 16. But wait a minute, you’re asking me to give up more control? You don’t, rather focus on facilitate and command with trust guidelines & tools Toolkit <ul><li>Curate the Wisdom of Your Colleagues </li></ul><ul><li>Empower Travelers with Self-Service </li></ul><ul><li>Track and Reward Desired Behaviors </li></ul>
  17. 17. It’s not easy being a TMC….2 masters to serve and more complexity everyday <ul><li>Corporate Policy Communication and Compliance </li></ul><ul><li>Employee Service Satisfaction </li></ul><ul><li>Managing the Bottom Line $$ </li></ul>Through social/mobile TMCs can enable the Corporation and Employees to collaborate better The Customers HR Boss P&L Book Early Select Preferred Vendor and negotiated rates Book Ancillary Fees and track expenses Reporting
  18. 18. Success = More Influence-Driven (Carrot) versus Police-Driven (Stick) Approach <ul><li>Seamless Peer-Driven Utility & Entertainment </li></ul><ul><li>Promote and Reward In-Policy Role Models </li></ul><ul><li>One Touch Anytime, Anywhere </li></ul><ul><li>Make Travel Human Again </li></ul>
  19. 19. Make Integrated Social part of everyone’s DNA: Traveler  Corporation  TMC Some ways you can bring this to life….
  20. 20. INSPIRE Opportunities: Get employees more motivated for the trip they’ve been asked to take <ul><li>Feature Rich Destination Content (mix of supplier and UGC) </li></ul><ul><li>Local culture / volunteer appropriate events for business meetups </li></ul><ul><li>Who’s Near You Alerts with suggested meetup invitation messaging </li></ul>Emily says, “Be sure to stop by the Victoria & Albert Museum after 6pm for free lecture Wednesdays”
  21. 21. SHOP Opportunities: Make the research and comparison experience feel more like an OLTA <ul><li>Show in-policy flight/hotel/dining options by user need state (best gym, best bar for client meetings, etc.) </li></ul><ul><li>Incorporate peer ratings and reviews as filters </li></ul><ul><li>Show comparison to other 3 rd party quotes </li></ul><ul><li>Make it accessible via mobile devices </li></ul>Arun says, “Very close to downtown waterfront and has a superb wine bar that is perfect for meeting with clients.”
  22. 22. BOOK Opportunities: Incent employees to finalize trip arrangements quickly <ul><li>Send increasing fare and room rate alerts for key city pairs </li></ul><ul><li>Allow leaders to share their itineraries for simple “me too” booking </li></ul><ul><li>Enable wait listing for preferred itineraries </li></ul><ul><li>Make it accessible via mobile devices </li></ul>
  23. 23. PRE-TRIP Opportunities: Arm employees with relevant real-time information that’s sharable <ul><li>Subscribe to helpful trip reminders, tips from expert peers and weather packing/traveling alerts </li></ul><ul><li>Selective itinerary sharing with family and private internal/external business associates </li></ul><ul><li>Facilitate group pre-event planning/discussion and polling features </li></ul>
  24. 24. TRAVEL Opportunities: Help employees optimize the entire business trip experience <ul><li>Facilitate introductions to other business people who have similar fields of interests </li></ul><ul><li>Enable them to “like”, “favorite” and “leave/see tips” at specific points throughout the trip </li></ul><ul><li>Set up #tags for disruption alerts and helpful info </li></ul><ul><li>Auto-capture expense receipts and build report via mobile devices </li></ul>
  25. 25. POST-TRIP Opportunities: Harvest feedback and plant seeds for future travel experiences <ul><li>Share ratings/reviews for entire trip experience with business peers (social rave score for supplier negotiations) </li></ul><ul><li>Opt-in for future deals on places stayed </li></ul><ul><li>Store archive of trip journal, alert feeds and reminders </li></ul><ul><li>Instant annotation and submission of trip report </li></ul>
  26. 26. Loyalty Opportunities: Take it all to the next level with unique, socially-driven employee rewards <ul><li>Points for utilizing company preferred suppliers or achieving certain usage volumes </li></ul><ul><li>Badges on traveler profile for certain areas of expertise/interest (city-specific or things like Links Hall of Famer, Food & Wine Snob) </li></ul><ul><li>Most favorite business travel itinerary sharing </li></ul>
  27. 27. Becoming the Carrot: Important considerations for investing in a long-term social business roadmap <ul><li>Ensuring organizational and operational readiness: </li></ul><ul><ul><ul><li>Adaptability </li></ul></ul></ul><ul><ul><ul><li>Scalability </li></ul></ul></ul><ul><ul><ul><li>Sustainability </li></ul></ul></ul><ul><li>Integrating the right technology platforms and tools: </li></ul><ul><ul><ul><li>Buy vs. Build vs. Partner </li></ul></ul></ul><ul><ul><ul><li>Experimental vs. Proven </li></ul></ul></ul><ul><li>How are my customers using social channels to facilitate their travel now; what value can I add? </li></ul><ul><li>What data should we be capturing from social interactions and how to integrate it with our process? </li></ul><ul><li>What opportunities are there to synchronize social efforts with my suppliers? </li></ul>Key Questions You Should Ask:
  28. 28. <ul><li>Cultivate the Corporate LinkedIn Group </li></ul><ul><ul><li>Facilitate topical discussion with high-volume travelers </li></ul></ul>5 Ways to Dive Into Your Social Initiatives <ul><li>Promote Virtual Check-in at In-Policy Suppliers </li></ul><ul><ul><li>Reward the “Mayor” with upgrades or complimentary service </li></ul></ul><ul><ul><li>Highlight badge earners subject expertise </li></ul></ul><ul><li>Pump up Your YouTube Channel </li></ul><ul><ul><li>Solicit and post videos of fellow travelers (e.g. best methods of packing long-haul or multi-city with golf clubs) </li></ul></ul><ul><ul><li>Reviews of latest travel gadgets and equipment (don’t be afraid to add humor) </li></ul></ul><ul><li>Amplify Your Agency’s Presence </li></ul><ul><ul><li>Host a live tweet chat with known travel experts </li></ul></ul><ul><li>Tune into Your Customers </li></ul><ul><ul><li>Follow + listen to your Corporate Customer tweets about their travel </li></ul></ul>
  29. 29. Social can make a difference long-term, you just need to keep it simple <ul><li>Identify 3 areas you would like to improve </li></ul><ul><li>Pick at least one social channel to test effectiveness </li></ul><ul><li>Read, comment, post and share 1x day/week </li></ul>Consistency is the key!
  30. 30. Thanks for your time – questions, comments? #nbta10 Michelle Batten @iMediaMichelle Susan Kidwell @skidwell