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Business Travel 2.0:How to Better Market YourHotel to BusinessTravelersSeptember 19th, 2012     Technical difficulties?   ...
Vice-President, Best Practices,Online MerchandisingVFM Leonardo Inc.@darlenerondeau
Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
Director of Supplier Relations, GlobalSupplier Management
   Used by more than 15,000 clients and 15    million users (travel and expense) in over    100 countries   Over 1/2 (30...
Director Worldwide SalesCorporate, Government andTravel Agency Programs
Online corporate travel bookings   have grown significantly and are   expected to increasePhoCusWrights U.S. Corporate Tra...
56%                      of corporate travel dollars                      will be spent online in 2013PhoCusWrights U.S. C...
A shift in corporate travel booking  patterns is starting to emerge…                          from                   ‘comm...
of business travelers are                    21          %                                                            unde...
“                                    Embrace the leisure experience and put it in a                                    con...
Hotel location & loyalty programs  continue to be driving forces© 2011 Concur, all rights reserved. Concur is a registered...
Free                                             24-HourBreakfast                                      Business Center    ...
“                                                                 It’s all about interacting with the                     ...
Making your property stand out  makes a huge difference© 2011 Concur, all rights reserved. Concur is a registered trademar...
Ensure your hotel is “Preferred”   in corporate booking tools                                                             ...
Make sure preferred agreement    is highlighted in the tool                                                               ...
   Hotel information needs to be accurate   Find ways to make your hotel stand out through    visual stories   Traveler...
Director Worldwide SalesCorporate, Government andTravel Agency Programs
50%         suppress specific rates               50%         say reviews are               important                     ...
   Sales efforts   Property descriptor program    ◦ 3 descriptors in the U.S. and Canada
   Travelers see corporate negotiated rate, but also    could see other rates available in the GDS   Does your hotel “at...
   Descriptive text is typically displayed from a GDS    database
   Generally available as    searchable criteria collected    from GDS database   Travelers given option to filter    by...
   Enrich shopping experience    by utilizing current photo    and video capabilities          Show your rooms          ...
   Respond immediately   Always put your best foot forward   Impacts future bookings
   Make sure your hotel is    accurately and consistently    presented on other sites        ◦   Brand.com        ◦   Soc...
   Loyalty programs    ◦ If they’re part of it, recognize them when they’re on site   Taking care of    the “guest” is k...
   Every corporate travel program is unique   Each online booking tool offers different    functionalities and customiza...
Watch your inbox for…   Recorded webinar              Product focused    and free guide!             webinar invitation!  ...
Connect with us      www.vfmleonardo.com         www.concur.com      vbrochure@vfmleonardo.com   @concur      1.877.593.66...
Business Travel 2.0:How to Better Market Your  Hotel to Business Travelers
Business Travel 2.0:How to Better Market Your  Hotel to Business Travelers
Business Travel 2.0:How to Better Market Your  Hotel to Business Travelers
Business Travel 2.0:How to Better Market Your  Hotel to Business Travelers
Business Travel 2.0:How to Better Market Your  Hotel to Business Travelers
Business Travel 2.0:How to Better Market Your  Hotel to Business Travelers
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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 trends and best practices.

Published in: Travel, Technology, Business
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Business Travel 2.0: How to Better Market Your Hotel to Business Travelers

  1. 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. 2. Vice-President, Best Practices,Online MerchandisingVFM Leonardo Inc.@darlenerondeau
  3. 3. Follow:@vfmleonardo Tweets & Questions:#vfmlwebinar
  4. 4. Director of Supplier Relations, GlobalSupplier Management
  5. 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. 6. Director Worldwide SalesCorporate, Government andTravel Agency Programs
  7. 7. Online corporate travel bookings have grown significantly and are expected to increasePhoCusWrights U.S. Corporate Travel Report: Market Size and Technology Trends
  8. 8. 56% of corporate travel dollars will be spent online in 2013PhoCusWrights U.S. Corporate Travel Report: Market Size and Technology Trends
  9. 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. 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. 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. 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. 13. Free 24-HourBreakfast Business Center Promotions & Discounts in guestrooms 24-Hour Fitness Center
  14. 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. 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. 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. 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. 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. 19. Director Worldwide SalesCorporate, Government andTravel Agency Programs
  20. 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. 21.  Sales efforts Property descriptor program ◦ 3 descriptors in the U.S. and Canada
  22. 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. 23.  Descriptive text is typically displayed from a GDS database
  24. 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. 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. 26.  Respond immediately Always put your best foot forward Impacts future bookings
  27. 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. 28.  Loyalty programs ◦ If they’re part of it, recognize them when they’re on site Taking care of the “guest” is key!
  29. 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. 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. 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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