News for the Hospitality Executive |
July 26, 2011 - Business travelers increasingly use technology to make travel more productive but also to stay in touch with those back home, says a new research study released today that outlines different types of road warriors. Looking across all travelers, a strong majority (79%) noted they commonly bring technology on their trips to stay in touch with their family and friends. At least two-thirds bringing laptops, wireless broadband, portable GPS, and smartphones also utilizing mobile travel apps, among other tools. The Business Traveler Market Segmentation Study survey findings – sponsored by Concur, a leading provider of integrated travel and expense management solutions for companies of all sizes – were released today by the Global Business Travel Association Foundation (GBTA), the research arm of the Global Business Travel Association. In general, looking at all road warriors:
"The more we know about the business traveler of today in the myriad of developments across the industry, the better we can develop strategies to help them make the most of each trip. Companies wisely invest in travel and this research will help them better cater to the needs of varying traveler types. They will be able to determine what they need to be experts on the road and also be stewards of travel for their companies, making every dollar invested and every meeting even more beneficial and productive," said Joe Bates, director of research, GBTA Foundation. "Business travelers are the engine that drives our industry, and millions of them rely on Concur to help them manage every aspect of their trip," said Michael Hilton, executive vice president, worldwide marketing for Concur. "GBTA's research clearly shows that business travelers look to technology providers to help them manage their travel and stay productive while on the road. Whether it's combining travel and expense into one seamless process, providing a platform that brings all aspects of the travel eco-system together or integrating new technologies like TripIt into their business travel experience, Concur is continually innovating on behalf of these business travelers to help make their lives a little easier." Types of Travelers Understanding the differing needs and habits of business travelers is crucial to identifying pain points and easing them through new technological developments and market approaches. The study identifies five segments of travelers in the market today: The Veteran (33%), Road Weary (25%), Wide-eyed and Anxious (21%), Passionate High-Tech (14%) and New Recruits (7%) based on their travel goals, characteristics, technology usages and demographics. The Veteran – The Most Experienced
Road Weary – Frequent and More Reluctant
Wide-eyed and Anxious – Less Frequent Travelers Who Experience Travel Challenges
Passionate High-Tech – Enthusiastic Travelers and Early Adapters of Tech
The New Recruits – Less Experienced Travelers Who Want to Share their Adventures
GBTA and Concur are also teaming up to do an in-depth presentation on this research at the 2011 GBTA Convention in Denver on August 22, 2011 at 10:15-11:15 AM, elaborating on figures and findings and providing supplementary information about how to fulfill the eminent needs of each type of traveler. Attendees of the educational session will also be able to complete a personal survey to determine their corresponding traveler type category. The full report is available exclusively to GBTA members and offers detailed insight for travel managers interested in understanding types of business travelers in the market today. Non-members can purchase this study through the GBTA Foundation website: http://www.gbta.org/Lists/Resource%20Library/Forms/Foundation_Research_and_Surveys.aspx About the GBTA Foundation | The
GBTA Foundation is the education and research foundation of the Global
Business Travel Association (GBTA), the world's premier business travel
and corporate meetings organization.
Collectively, GBTA's 5,000-plus members manage over $340 billion of global business travel and meetings expenditures annually. GBTA provides its network of 17,000 business and government travel and meetings managers, as well as travel service providers, with networking events, news, education & professional development, research, and advocacy. The foundation was established in 1997 to support GBTA's members and the industry as a whole. As the leading education and research foundation in the business travel industry, the GBTA Foundation seeks to fund initiatives to advance the business travel profession. The GBTA Foundation is a 501(c)(3) nonprofit organization. For more information, see gbta.org and gbtafoundation.org About the Global Business Travel Association | The Global Business Travel Association (GBTA) is the world's premier business travel and meetings organization. Collectively, GBTA's 5,000-plus members manage over $340 billion of global business travel and meetings expenditures annually. GBTA provides its network of 17,000 business and government travel and meetings managers, as well as travel service providers, with networking events, news, education & professional development, research, and advocacy. For more information, visit gbta.org
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Meghan Henning |
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