Traveler Relationship Status: It’s Complicated

 In this feature series, GBTA’s Board of Directors share their views on topics that matter most to members, the industry, and the way forward for business travel. Today’s guest author is GBTA Board member Katharine Farrell, Head of Managed Travel Marketing at Serko. 

The business traveler is having a moment. Multiple suitors, from revamped, sophisticated loyalty programs to tried-and-true players, are competing for their attention and affection.  

With things starting to heat up, what’s a travel manager to do? Here are three considerations: 

1. Pick your partners wisely. Partnering with travel suppliers that understand today’s consumer and are making significant investments to catch up is critical. Business travelers have been in a long-term relationship with e-commerce and digital media giants that know their behaviors, anticipate their needs, and serve up highly relevant, personalized offers to prompt purchases.  
    
   Game-changing artificial intelligence for traditional players in our industry is promising, but there is a lot of catching up to do to create a truly comparable offering. Meanwhile, new entrants are making a major play. Like any good relationship, asking your partner the tough questions is critical for continued success. 
    

2. Communication is key. Just like e-commerce and digital media giants, travel suppliers are upping their game in direct communications to travelers through loyalty programs. Meanwhile, internal corporate communications teams are exploring the consumer space to effectively engage employees with branded marketing campaigns, personalized messaging and more. 
    
   Travel managers know that dense policy documents offer limited success, but with the bar raised to grab travelers’ attention, good communication is a must. A comprehensive traveler communication strategy, particularly for the road warrior segment, is key to articulating the benefits of a travel program and driving compliance. 
    

3. Remain nimble. What will the next five years bring? No one knows for certain. We are just scratching the surface of the impact technology will have on our world. Looking back at the last 20 years, we now recognize milestones and say, “ah yes, that changed the game.”  
    
   I believe we are on the precipice of one of these moments now. The tolerance for the status quo is rapidly shifting, and winners and losers will be determined based on who fights the tide, and who swims with it. 

Business travelers are being actively courted, making their relationship status with travel suppliers and the travel manager increasingly complicated. Buckle your seatbelts, everyone. It’s going to be an interesting (and exciting) ride.