May 18, 2010 - A
first-of-its-kind poll of business
travelers from four major economies commissioned by Marriott Hotels
&
Resorts indicates that 2010 may be shaping up as a year of transition
from
economic pessimism to greater confidence. More than 60% of 1,207
respondents in four countries agree that business travel is essential;
75% of
Chinese plan to travel more.
Key survey findings:
- Approximately
one-third of business travelers polled in the U.S. (35%), UK (33%), and
Germany (33%) think their economies will improve. Another third – U.S.
(36%), U.K. (37%), and Germany (35%) – believe things have leveled off
economically and will “stay the same.” About three in 10 – U.S. (29%),
U.K. (30%), and Germany (33%) – forecast their national economy will
get worse. China is the exception, with 81% of responders saying their
economy will improve.
- In
China, only 13% fear job loss in the coming year, versus 39% in the
U.K., 34% in Germany, and 29% in the U.S. Once their economies improve,
66% of business travelers in China, 51% in the U.K., 40% in the U.S.,
and 39% in Germany plan to seek new jobs.
- Although
affected by a lack of jobs, Millennials (referred to in the survey as
Generation Y), ages 21-29, in the U.S. and U.K. express greater
optimism about the economy than their older colleagues. Millennials in
the U.S., U.K., and Germany also foresee more business trips in the
coming year than their Baby Boomer counterparts.
- Most
responders in all four countries say business travel gives their
companies and their careers a competitive edge. More than nine in 10
agree business travel is important to achieve business goals, reaching
a high of 96% among the Chinese. U.S. responders are most likely to say
(82%), travel provides critical face-to-face time with clients and
customers, followed by 77% in Germany, 74% in China, and 72% in the
U.K.
- Business
travelers predicting more travel next year: U.S. (22%), U.K. (20%),
Germany (20%) and China (63%).
These
are findings from “Global
Business Trends in the Third Millennium,” a far-reaching Marist
Institute for
Public Opinion poll of 1,207 business travelers in the U.S., China,
Germany and
the U.K. The study examines trends in the economy, business
travel,
career and personal goals, and generational and cultural differences.
“The
findings mirror indications of
the economic recovery in our hotels across the globe, where we are
seeing
improvement in corporate travel reflecting pent-up demand after two
years of
cutbacks,” said Don Semmler, executive vice president, global
full-service
brands for Marriott International. ““With nearly 500 hotels in 60
countries,
Marriott Hotels & Resorts has tremendous insight and 50 years’
experience
serving business travelers. This survey spots cultural and
generational
trends that endorse our continued efforts to address work-life balance
on the
road; spaces that facilitate work, social interaction and relaxation;
and to
lead in the area of environmental stewardship.”
Additional
Survey Highlights:
Economic
Outlook
- Challenging
times for many: Chinese business travelers are more than twice as
optimistic (81%) about their national economy as their counterparts in
the U.S. (35%), Germany (33%), and the U.K. (33%).
- Job
security: About two-thirds of Chinese responders, 51% in the U.K., 40%
in the U.S., and 39% of Germans expect to look for new job
opportunities when their respective economies improve.
- Spending
less: Companies have reduced some spending on business travel in all
four countries. More than four in 10 responders in the U.S. (44%) and
U.K. (43%), and about three in 10 in China (31%), and Germany (29%)
report their companies have cut back on spending for business travel in
the past year.
Generation
Gaps
- Younger
business travelers have a brighter outlook: Although affected by a lack
of jobs, the Millennial generation in the U.S. and U.K. express greater
optimism about the economy than their older colleagues. Millennials in
the U.S., U.K., and Germany also foresee more business trips in the
coming year than their Baby Boomer counterparts: China (92%0, U.S.
(76%), Germany (72%), and U.K. (71%).
- Crossing
Generations: A plurality of respondents in the U.S. and U.K. describe
colleagues one generation younger than themselves as “allies” and
“frustrating,” while in China and Germany, younger colleagues are
“motivating” and “inspiring.” Business travelers in general have a
positive view of older colleagues, calling them “motivating,” “allies”
and “inspiring.”
- Technology
complements business travel: Adapting to emerging technology remains a
challenge for today’s business travelers irrespective of their country
of origin. Generation Y is just as likely to value business travel; but
in the U.S. and Europe, this group is more inclined to think
technological advances can replace some business trips.
Work-Career
Imperatives
- Giving
it their best: About six in 10 U.S. and European business travelers are
satisfied with a good effort, even if they don’t beat out the
competition. But in China, 62% think second best is not enough.
- Work-related
travel creates an edge in business: Nearly all business travelers –
more than nine in 10 – agree travel is important to achieve their
business goals, reaching a high of 96% among the Chinese. U.S.
responders are the most positive – 82% -- about the critical value of
face-to-face client contacts; 77% of German responders, 74% of Chinese
business travelers, and 72% in the U.K. agree.
- n it
for the team: When asked to describe themselves at work, 50% of U.S.
responders say they are “resourceful,” while Germans are most likely
(67%) to consider themselves team players. Being a “team player” and
“loyal” are considered defining terms for nearly half the Chinese
responders, while in the U.K., although 46% also describe themselves as
team players, nearly four in 10 define themselves as “loyal,”
“confident,” “resourceful,” and “determined.”
Business
and Leisure Travel – All
Work and No Play?
- Going
for glamour: On a personal satisfaction level, the term “glamorous” is
used by strong majorities in all countries to characterize business
travel. Many in China (68%) and the U.S. (54%) also describe it as
relaxing.
- The
benefits of business travel: Business trips help respondents to: better
understand clients (89% in the U.S. and U.K., 96% in China, 87% in
Germany), exploring new places (88% in the U.S., 82% in the U.K., 91 %
in China,72% in Germany), learning global values and perspectives (74%
in the U.S., 79% in the U.K., 91% in China, 77% in Germany),
competitive edge (80% in the U.S., 78% in the U.K., 87% in China, 75 %
in Germany). More than 60% of business travelers in all four countries
agree that work-related trips and destinations give them status among
friends and colleagues. China has the largest percentage – 75% -- who
feel this way.
- Business
Trip Expectations: Business travelers predicting more travel next year:
U.S.(22%), U.K. (26%), Germany (20%) and China (63%); staying the same
U.S.(54%), U.K. (45%), Germany (52%) and China (29%); less travel
U.S.(25%), U.K. (29%), Germany (28%) and China (8%).
- Leisure
Travel: Time Out: Respondents describing leisure travel as a necessity
vs. a luxury: U.S. (50%), U.K. (52%), China (56%) and Germany (45%); as
a time to de-stress: U.S. (38%), U.K. (38%), China (42%) and Germany
(42%); as a time to spend with family, friends and loved ones: U.S.
(38%), U.K. (37%), China (49%) and Germany (27%); to be adventurous,
let loose: U.S. (20%), U.K. (20%), China (6%) and Germany (23%);
something I do for others, I’d rather stay home: U.S. (4%), U.K. (5%),
China (3%) and Germany (8%)
- All
work and no play? A majority of business travelers report they are able
to balance work and leisure activities successfully while on company
trips.
- Travel
etiquette: Top etiquette priorities vary across the cultures polled:
28% of U.S. business travelers name proper cell-phone etiquette as
their highest priority; 29% of responders from the U.K. identify
respect toward flight or hotel staff; 33% of Chinese responders list
how to sense when it is a good or bad time to make small talk with
fellow travelers; and for Germans, the top priority, at 28%, is
reducing the sound of a television or conversation carrying from a
hotel room.
Green
Travel
- Green
is beautiful: Eco-friendly accommodations are considered a
necessity by a majority of respondents across all four cultures, but
especially in China, where 83% of business travelers indicate a hotel’s
sustainability efforts are important. This consideration is
important to 51% of those polled from the U.S., 61% from the U.K., and
75% from Germany.
Methodology:
The online survey of 1,207 business travelers was
conducted by The Marist Institute for Public Opinion in March and April
2010. Responders were selected from members of an online research
panel
through Opinion Search Inc., an Internet hosting and sample management
company. Quotas for gender and age were maintained in each
country.
303 U.S. residents, 300 people living in the United Kingdom, 303 in
China, and
301 in Germany were polled. Roughly one-third (at least 100) of
respondents
from each country fell into each of three age categories: 21-29
(Generation Y/Millennials), 30-45 (generation X), and 46-64 (Baby
Boomers). For this survey, business travelers are defined as
employed
residents of one of the four countries of interest, ages 21 to 64, who
have
taken at least one business trip requiring an overnight stay in the
past 12
months.
Marriott
Hotels & Resorts,
Marriott International’s iconic business brand and
flagship, is designed for the achiever who makes the most out of every
opportunity – whether traveling for business or pleasure. Nearly
500
hotels in 60 countries support and inspire guests each and every time
with real
comfort, warmth and genuine care delivered through associates and
experiences
that help working, relaxing and connecting with others happen – so they
can
seize the day and prepare for the next. Marriott believes that
tomorrow
is a new opportunity to do something great. All Marriott hotels
participate in the award-winning Marriott Rewards frequent travel
program that
allows members to earn hotel points or airlines miles for every dollar
spent. For more information, visit www.meetthedriven.com
Fact Sheet: Global Business
Trends in
the Third Millennium
Download MHR Business Travelers-Marist Global
Perspective
Report
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Editor’s
Note: For
high-resolution Marriott Hotels & Resorts photos, visit http://www.flickr.com/photos/marriott/sets/72157623813842709/
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