“The travelers that travel as a result of business are not seen as customers, they’re seen as employees who have to go out there and do a job,” said John McEwan, board member of Holidays Please. He added that this meant they are far less interested in reviewing where they have stayed.
The business travel market will remain unaffected by the ongoing growth of travel review sites, business travel leaders and city break specialists have agreed. Comments were made at the third of four round table conversations which focused on business travel and city breaks and was organized by The Travel Tech Show at WTM and Amadeus.
While the event allowed for open and informed debate between 12 of the two markets’ most influential bosses, they agreed that social media review sites would have little impact on the business travel market.
Advantage Travel Director Corporate Director Ken McLeod added even where business travelers do find a hotel that seriously impresses, they are unlikely to share the information with more than a few of their closest colleagues. “If everyone goes to it, it pushes the price up. A leisure traveler doesn’t go back to a hotel they recommend, a business traveler goes back time and time again,” he said.
Amadeus Director of Marketing Rob Sinclair Brown agreed while business travelers do keep the best hotels secret, the business travel market must do more to meet an increasing desire among business travelers to do more overseas than just work.
He argued: “I want to have an experience that isn’t just airport, taxi, hotel, meeting. I want something in the middle that gives me an experience.”
The group of 12 also queried Amadeus figures raised by Sinclair Brown that 66% of business travelers had access to self-booking tools while 60% use them.
McLeod argued: “I would say it was less than 25%. Corporations are unimpressed by open booking but they understand they need to give some leeway to travelers and tech companies are trying to find a way around that.”
Expedia Managing Director UK and Ireland Andy Washington argued up to 40% of business travel trips are unmanaged and booked by secretaries. “Having people manage business travel is more expensive than having people do it for themselves,” he added.
Guild of Travel Management Companies Chief Executive Officer Paul Waite argued once companies reach a certain size and maturity TMCs become a necessity. “As you grow you spend more and more time focusing on your job and growing your business, you have less time to think about your business travel,” he added.
Institute of Travel and Meetings Head of Sales and Marketing Diane Steed added TMCs provide peace of mind, adding: “Travel managers are all about keeping control and tracking travel, and there is a huge area around travel risk.”
Meanwhile lastminute.com Managing Director Mark Maddock added anyone dealing with business travel must now be prepared to combine it with a leisure booking, with up to 60% of business travelers now doing so. “Four years ago it was a lot less; it is a growing trend,” he added.
Superbreak Sales and Product Director Jane Atkins argued while city breaks remain popular, the ways in which people book them depends on their age. She said 25 to 35-year-olds will break down any package and try and do it themselves for less online, 35 to 45-year-olds will do the same but are far less aggressive while the 45-plus market focus on value.
McEwan added travel agents can further add value to packages by adding additional experiences as a result of their knowledge.
However, Washington argued with most travel businesses marketing themselves online, a knowledgeable travel expert is difficult to find when companies such as Expedia rule the search results.
McLeod argued that agents can still make a difference as the online travel market is now suffering from information overload. “More and more people are looking for some advice,” he said.
Sinclair Brown added that city-break travelers access information before departing, it is far more important that they are able to do so in advance of a city break than on a longer holiday. “When I’m on a city break I want to make the most of my time out there,” he added.
World Travel Market Head of Communications Micaela Juarez said: “It was another thought-provoking and controversial round table discussion which saw some of the industry’s most senior executives debate the key issues in the business travel and city breaks.”
