How Data Science Drives Relevance in Business Travel Bookings

By Andrew Dyer Vice President of Global Supply, Egencia | January 07, 2018

Often in a hurry, and subject to per diem rate caps, it is no surprise that corporate travelers prize convenience and price above all else. According to Egencia's 4th Edition Business Travel and Technology Survey, business travelers rank price and location above access to loyalty points when it comes to choosing a hotel. In fact, the survey indicates that the primary reasons why corporate travelers book out of policy are failure to find an in-policy property within close proximity to their destination, and finding a better-priced hotel within their per diem. Loyalty points and access to upgrades fall lower on the list.

For those with a travel policy in place, more than half are allowed to book their travel using any method they choose, and many of them still go rogue when booking a hotel. With a multitude of hotel choices at their fingertips, it's important for hoteliers to cut through the clutter and capture business travelers by serving them the lodging options that they are truly looking for. Armed with the knowledge that business travelers respond primarily to factors related to convenience and price, hoteliers should build their offer accordingly and use loyalty as an important secondary method of capturing corporate demand.

Put Your Best Foot Forward

Business travelers face constant demands on their time, and rely on their travel booking tools to curate and present simple, relevant hotel options. From a hotelier's perspective, it is critical to ensure that your corporate-friendly offering is both relevant and, just as important, visible.

An incredible 75 percent of business travelers only scroll through the first seven hotel listings on Egencia before they book, and 55 percent book from the top three listings. Their booking behavior indicates that they prefer a swift and simplified booking process, and that they rely on technology to give them hotel options personalized to their needs. To optimize any booking tool, a hotelier must understand both what a customer wants and how content is surfaced. With that in mind, a hotelier can craft the most effective offer and drive the highest ROI by capturing the top spots most visible to the traveler and most likely to be booked.

Although convenience is king, many booking tools highlight non-price-related rate attributes such as early check-in, late check-out, free WiFi, breakfast and access to loyalty points. This provides an opportunity for differentiation, particularly amongst the top-listed properties.

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Jerry Tarasofsky
Kristie Willmott
Bonnie Knutson
Bernard Perrine
Elaine Fenard
Christopher Bolger
Marta Fernandez
Roger G. Hill
Bonnie Knutson
Rob Kall
Coming up in May 2019...

Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.