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Business Travel 2.0: How to Better Market Your Hotel to Business Travelers

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Slideshow used in a VFM Leonardo webinar hosted by Darlene Rondeau, featuring guest speakers Joff Romoff of Concur, and Sandy Taylor of Best Western International to discuss current corporate travel …

Slideshow used in a VFM Leonardo webinar hosted by Darlene Rondeau, featuring guest speakers Joff Romoff of Concur, and Sandy Taylor of Best Western International to discuss current corporate travel trends and best practices.

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  • Only 21 % of business travelers are under mandated programs; 47% of business travelers are lightly managed, operating under ‘travel guidelines’;
  • Another element that we can’t ignore is the fact that the lines between corporate and leisure travel is blurring, particularly for the millenials. Millennial business travelers want to be connected at all times, said Vournakis of Carlson Wagonlit Travel Canada. He cited a study the company did in Australia that found 41% of business travelers would refuse to go to a location where they were not connected. So it’s critical that you’re communicating your capabilities in this area on the corporate sites as well as leisure sites. Although travel needs and the specific information they are seeking online may differ, both travel shopping segments (business and leisure) want immersive, visually-rich presentations. Biz travelers are more discerning BECAUSE they travel a lot and they drag around a lot of devices…. 93% of business travelers watch video online – Travelers Road to Decision, 2011
  • Most important amenities for business travelers according to BTN Research Issue: Connecting With Managed Travelers, BTN Group, October 24, 2011
  • Vnetwork includes top corporate booking channels/tools Enable hoteliers to improve the way their listings are presented on these channels using VBrochure
  • Customized players with media that speaks to business traveler needs Makes hotels stand out, increases bookings
  • Transcript

    • 1. Business Travel 2.0:How to Better Market YourHotel to BusinessTravelersSeptember 19th, 2012 Technical difficulties? Contact Citrix GoToWebinar 1-800-263-6317 support@citrixonline.comvfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
    • 2. Vice-President, Best Practices,Online MerchandisingVFM Leonardo Inc.@darlenerondeau
    • 3. Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
    • 4. Director of Supplier Relations, GlobalSupplier Management
    • 5.  Used by more than 15,000 clients and 15 million users (travel and expense) in over 100 countries Over 1/2 (305) of Fortune 500 are Concur clients, incl. seven of top 10 U.S. companies (Sept. 2011) Owns online itinerary aggregator TripIt About 2/3 of Concur managed corporate clients book via Concur Travel
    • 6. Director Worldwide SalesCorporate, Government andTravel Agency Programs
    • 7. Online corporate travel bookings have grown significantly and are expected to increasePhoCusWrights U.S. Corporate Travel Report: Market Size and Technology Trends
    • 8. 56% of corporate travel dollars will be spent online in 2013PhoCusWrights U.S. Corporate Travel Report: Market Size and Technology Trends
    • 9. A shift in corporate travel booking patterns is starting to emerge… from ‘command and control’ to ‘enable and monitor’© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    • 10. of business travelers are 21 % under mandated programs of business travelers are 47% lightly managed, operating under ‘travel guidelines’© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    • 11. “ Embrace the leisure experience and put it in a context that’s congruent with managed travel. Nick Vournakis, Senior VP and GM Carlson Wagonlit Travel CanadaSource: Hotel News Now, Next gen blurs lines of corporate, leisure
    • 12. Hotel location & loyalty programs continue to be driving forces© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    • 13. Free 24-HourBreakfast Business Center Promotions & Discounts in guestrooms 24-Hour Fitness Center
    • 14. “ It’s all about interacting with the customer at the right time, at the right place. Lorraine Sileo, vice president of research PhoCusWrightSource: New York Times, Hotels Seek an Edge in Offering the Right Digital Perks
    • 15. Making your property stand out makes a huge difference© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    • 16. Ensure your hotel is “Preferred” in corporate booking tools When a hotel is “not preferred” in the booking tool, sort order defaults to price. Work with your TMC or corporate client to ensure you are selected as “preferred” if you have an agreement with the account.© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    • 17. Make sure preferred agreement is highlighted in the tool When a hotel is “preferred” in the booking tool, sort order defaults to corporate negotiated rates.© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
    • 18.  Hotel information needs to be accurate Find ways to make your hotel stand out through visual stories Travelers do their research ◦ Ensure visibility and consistency across web and devices
    • 19. Director Worldwide SalesCorporate, Government andTravel Agency Programs
    • 20. 50% suppress specific rates 50% say reviews are important 86% preference properties 90% utilize online booking tools 100% look for same thingsSource: GBTA
    • 21.  Sales efforts Property descriptor program ◦ 3 descriptors in the U.S. and Canada
    • 22.  Travelers see corporate negotiated rate, but also could see other rates available in the GDS Does your hotel “attract” the buyer through good rate descriptions?
    • 23.  Descriptive text is typically displayed from a GDS database
    • 24.  Generally available as searchable criteria collected from GDS database Travelers given option to filter by amenities Make sure amenity lists are accurate in GDS Shuttle Airport
    • 25.  Enrich shopping experience by utilizing current photo and video capabilities  Show your rooms ◦ Travelers more interested in interior images than exterior images  Make sure media reflects what business travelers want
    • 26.  Respond immediately Always put your best foot forward Impacts future bookings
    • 27.  Make sure your hotel is accurately and consistently presented on other sites ◦ Brand.com ◦ Social media ◦ Review sites ◦ Online travel agencies ◦ Mobile sites and apps Make it easy to book wherever they are
    • 28.  Loyalty programs ◦ If they’re part of it, recognize them when they’re on site Taking care of the “guest” is key!
    • 29.  Every corporate travel program is unique Each online booking tool offers different functionalities and customizations by company Monitor social networks for traveler feedback Technology evolves quickly - stay on top of the game Focus on what you can control
    • 30. Watch your inbox for… Recorded webinar Product focused and free guide! webinar invitation! Melissa Bruckler Ron Wallach E-Commerce Consultant, Director of Sales & Granite Hospitality Marketing, Coakley & Williams 3-Step Guide to Increasing Learn How to Use Bookings on Corporate VBrochure to Target Channels Business Travelers
    • 31. Connect with us www.vfmleonardo.com www.concur.com vbrochure@vfmleonardo.com @concur 1.877.593.6634 @vfmleonardo facebook.com/vfmleonardo www.bestwestern.com @thebestwestern 36

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