Technology developments in business travel tend to lend themselves to the booking process but some buyer and TMC focus is shifting to ways they can service travellers while on a trip. This links into the travel programme's communication and mobile strategies, given that travellers use their phones for everything during a trip.
Relevance, and therefore personalisation, is critical when it comes to in-trip communication. Messaging can help in a crisis, remind travellers of the policy or make them aware of a nearby offer.
"There's a huge compliance opportunity in the trip environment; personalisation has been around for a while but technology means it can be exploited more," said Chris Crowley of BCD Travel at the UK Institute of Travel Management's (ITM) conference yesterday. "The PNR has lots of information that lends itself to personalisation and offers can be adjusted to be more in line with the business. Travellers then feel they are more engaged."
Microsoft's Julia Fidler is excited by beacon technology, which through WiFi or Bluetooth can recognise when someone is in, say, a hotel or restaurant and push relevant offers, notifications or content. She has created travel personas that form the basis of her traveller communication strategy but in-location technology can further personalise trips in real-time.
Some travel managers have progressed to using messaging services within their current supplier systems. "There is so much information available about the traveller, their itinerary, expenses and destination that it can be really tailored to where that traveller is. For example, if an incident occurs and we can see that someone just bought a coffee one block away, the buyer can push a message asking if they are okay and with assistance," Concur's Chris Baker told me.
There are two alarm bells probably ringing. Firstly, there is a danger of up-selling and increased spend. But Crowley argues that a controlled expense process, clear travel policy and data analysis can mitigate this. Gaining the visibility also means that buyers could spot a new spending trend among travellers and negotiate with suppliers.
The other is data security, but younger travellers coming into the workforce are more inclined to hand over information for a better experience, whether for business travel or otherwise. Many suppliers point out that new technologies are more secure than current systems and processes. If it's something your travellers are asking for, can you afford to ignore them?
Examples of beacon technology in travel
- In arrivals at the airport travellers can be reminded of the taxi policy and directed to preferred suppliers.
- Airports are investing in beacons to direct travellers to check-in or the gate, as Anthony Drury mentions in his piece on communication.
- HRS, through its partnership with conichi, is using beacons and its app so hotels 'know' when a traveller is in the building. It can then check them in so they bypass the queue and instantly provides the traveller with a mobile room key.
- If a traveller always visits the same restaurant while on a trip, they could be notified about an available table and discount, like Concur's Scott Torrey did recently in San Francisco.