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.

1. Business Travel 2.0:
How to Better Market Your
Hotel to Business
Travelers
September 19th, 2012
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2. Vice-President, Best Practices,
Online Merchandising
VFM Leonardo Inc.
@darlenerondeau

3. Follow:
@vfmleonardo
Tweets & Questions:
#vfmlwebinar

5. Director of Supplier Relations, Global
Supplier Management

6.  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

7. Director Worldwide Sales
Corporate, Government and
Travel Agency Programs

8. Online corporate travel bookings
have grown significantly and are
expected to increase
PhoCusWright's U.S. Corporate Travel Report: Market Size and Technology Trends

9. 56%
of corporate travel dollars
will be spent online in 2013
PhoCusWright's U.S. Corporate Travel Report: Market Size and Technology Trends

10. 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.

11. 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.

12. “
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 Canada
Source: Hotel News Now, Next gen blurs lines of corporate, leisure

13. Hotel location & loyalty programs
continue to be driving forces
© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.

14. Free 24-Hour
Breakfast Business Center
Promotions & Discounts
in guestrooms
24-Hour
Fitness Center

16. “
It’s all about interacting with the
customer at the right time, at the right
place.
Lorraine Sileo, vice president of research
PhoCusWright
Source: New York Times, Hotels Seek an Edge in Offering the Right Digital Perks

17. Making your property stand out
makes a huge difference
© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.

18. 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.

19. 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.

20.  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

21. Director Worldwide Sales
Corporate, Government and
Travel Agency Programs

22. 50% suppress specific rates
50% say reviews are
important
86% preference properties
90% utilize online booking
tools
100% look for same things
Source: GBTA

23.  Sales efforts
 Property descriptor program
◦ 3 descriptors in the U.S. and Canada

25.  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?

26.  Descriptive text is typically displayed from a GDS
database

27.  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

28.  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

29.  Respond immediately
 Always put your best foot forward
 Impacts future bookings

30.  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

31.  Loyalty programs
◦ If they’re part of it, recognize them when they’re on site
 Taking care of
the “guest” is key!

32.  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

35. 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

36. 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
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