business travel 2.0:how to better market your hotel to business travelers
DESCRIPTION
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.TRANSCRIPT
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Business Travel 2.0:How to Better Market Your Hotel to Business Travelers
September 19th, 2012
vfmleonardo.com facebook.com/vfmleonardo @vfmleonardo
Vice-President, Best Practices, Online Merchandising
VFM Leonardo Inc.
@darlenerondeau
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@vfmleonardoTweets & Questions:
#vfmlwebinar
Director of Supplier Relations, Global Supplier Management
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
Director Worldwide Sales Corporate, Government and Travel Agency Programs
Online corporate travel bookings have grown significantly and areexpected to increase
PhoCusWright's U.S. Corporate Travel Report: Market Size and Technology Trends
of corporate travel dollars will be spent online in 2013
56%
PhoCusWright's U.S. Corporate Travel Report: Market Size and Technology Trends
© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
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.
of business travelers are under mandated programs
21%
of business travelers are lightly managed, operating under ‘travel guidelines’
47%
Embrace the leisure experience and put it in a context that’s congruent with managed travel.
Nick Vournakis, Senior VP and GMCarlson Wagonlit Travel Canada“
Source: Hotel News Now, Next gen blurs lines of corporate, leisure
© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
Hotel location & loyalty programs continue to be driving forces
Free Breakfast
24-Hour Business Center
24-HourFitness Center
Promotions & Discounts
in guestrooms
It’s all about interacting with the customer at the right time, at the right place.
Lorraine Sileo, vice president of researchPhoCusWright
“Source: New York Times, Hotels Seek an Edge in Offering the Right Digital Perks
© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
Making your property stand out makes a huge difference
© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
When a hotel is“not preferred” in thebooking tool, sort order defaults to price.
When a hotel is“not preferred” in thebooking tool, sort order defaults to price.
Ensure your hotel is “Preferred” in corporate booking tools
Work with your TMCor corporate client to ensure you are selectedas “preferred” if you have an agreement with the account.
Work with your TMCor corporate client to ensure you are selectedas “preferred” if you have an agreement with the account.
© 2011 Concur, all rights reserved. Concur is a registered trademark of Concur Technologies, Inc.
When a hotel is“preferred” in thebooking tool, sort order defaults to corporate negotiatedrates.
When a hotel is“preferred” in thebooking tool, sort order defaults to corporate negotiatedrates.
Make sure preferred agreement is highlighted in the tool
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
Director Worldwide Sales Corporate, Government and Travel Agency Programs
Source: GBTA
50% suppress specific rates
50% say reviews are important
86% preference properties
90% utilize online booking tools
100% look for same things
Sales efforts
Property descriptor program◦ 3 descriptors in the U.S. and Canada
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?
Descriptive text is typically displayed from a GDS database
Generally available assearchable criteria collectedfrom GDS database
Travelers given option to filter by amenities
Make sure amenity listsare accurate in GDS
Airport Shuttle
Enrich shopping experience by utilizing current photo and video capabilities
Show your rooms◦ Travelers more interested in
interior images than exteriorimages
Make sure media reflects what business travelers want
Respond immediately
Always put your best foot forward
Impacts future bookings
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 bookwherever they are
Loyalty programs◦ If they’re part of it, recognize them when they’re on site
Taking care ofthe “guest” is key!
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
Recorded webinar and free guide!
3-Step Guide to Increasing Bookings on Corporate
Channels
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Product focused webinar invitation!
Learn How to Use VBrochure to Target Business
Travelers
Melissa BrucklerE-Commerce Consultant,Granite Hospitality
Ron WallachDirector of Sales & Marketing, Coakley & Williams
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