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.
Business Travel 2.0:How to Better Market Your Hotel to Business Travelers
1. Business Travel 2.0:
How to Better Market Your
Hotel to Business
Travelers
September 19th, 2012
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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
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
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
14. Free 24-Hour
Breakfast Business Center
Promotions & Discounts
in guestrooms
24-Hour
Fitness Center
15.
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
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
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
24.
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
33.
34.
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
36
Notas do Editor
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