Understanding travel’s core customers
Ways to win them over—click on each traveler for insights
¹ Self-service business traveler is served by travel-management company; unmanaged business traveler is not.
Service-intensive business traveler
1
Full-service, flexible solutions compliant with travel policies

Meet the traveler’s requirements at scale

Provide efficient means to manage travel profiles and book complex trips, while offering traveler perks that drive loyalty.

 

Meet the manager’s
needs at scale

Provide efficient means to ensure compliance; offer services such as disaster response and meeting planning.

 

Solve complex global itineraries seamlessly

For example, offer itineraries that include multiple carriers.

Who are they?

What do they want?

Ways to win them over

Self-service business
traveler¹
2
Convenient booking interface compliant with travel policies

Employ user-friendly interfaces

Consider potential competitors, as solutions may come from outside the current market—for example, the ability to book travel with a smartphone that uses voice recognition.

 

Leverage all available data

Understand and mine data to customize for travelers and give access to what's needed.

 

Automate compliance

Ease corporate adoption via automated compliance filters.

Who are they?

What do they want?

Ways to win them over

Unmanaged business
traveler¹
3
Support in managing travel

Offer convenient booking

Make the booking experience as easy as it is for leisure travelers.

 

Provide comprehensive solutions

For example, pair travel-management services with expense-management tools. Look to banking and telecom for new approaches.

 

Reward loyalty

For instance, offer group-based loyalty programs.

Who are they?

What do they want?

Ways to win them over

Loyal leisure traveler
4
Relationship with supplier; confidence that the experience will be positive

Use full information

Employ relevant data to provide all transaction details and options efficiently.

 

Create loyalty

Engage loyal travelers through more than points and cobranded credit cards. Leverage customer data, for example, to create proactive recommendations for travel options and personalized perks.

Who are they?

What do they want?

Ways to win them over

Price-driven leisure traveler
5
The best price available;
likes to comparison shop

Create transparency

Offer price comparisons on your own Web site, for example.

 

Be user-friendly

Enhance the user experience on your site, taking return on investment (ROI) into consideration.

 

Establish trust

Offer unique features that validate customers' beliefs that booking elsewhere diminishes their service options.

Who are they?

What do they want?

Ways to win them over