Recent study reveals best practices for establishing a mobile travel strategy
Alexandria, VA and Minneapolis, MN |
25 AUGUST, 2016
While more than half of travel managers have endorsed a mobile app in the past year, almost 70 percent indicate their travel program does not have a mobile strategy in place, reported a recent study conducted by the GBTA Foundation in partnership with Carlson Wagonlit Travel (CWT) and the Carlson Family Foundation. Of the travel programs that have not adopted one, almost half will do so in the next two years, according to the travel managers surveyed.
“A strategy means thinking beyond apps,” said Dominique Betancourt, data insight manager for CWT Solutions Group. “It requires a broader view that takes the pieces of your travel program and brings them into the mobile environment to drive engagement, compliance and savings.”
The study, A Mobile Effect: Setting a Clear Mobile Travel Strategy, looks not only at current and future adoption, but also explores apps that are already in place and recommends best practices for implementing a mobile travel strategy. Research found most organizations already have the technology and the willingness from travelers to embrace it, but need to take into account the organization’s culture and the travelers’ needs, as well as the organization’s goals.
“The focus of a mobile travel program strategy should be centered on how to make a traveler’s experience so simple in program that there is more value there than outside the program,” said Monica Sanchez, GBTA Foundation Director of Research. “The study identifies best practices for where to start with a mobile travel strategy as well as next steps, enabling travel professionals to better serve both their travelers and the management of their programs.”
A Mobile Effect: Setting a Clear Mobile Travel Strategy is available to download. The research methodology – which consisted of both a short online survey of travel professionals in the United States and in-depth interviews with travel professionals across the United States and Europe – can be found on page 3 of the study. A webinar featuring experts from CWT and the GBTA Foundation discussing the study in greater detail will take place September 8 at 2 p.m. ET. Registration is available now and complimentary.
CWT is a global leader specialized in managing business travel and meetings and events. CWT serves companies, government institutions and non-governmental organizations of all sizes in more than 150 countries and territories. By leveraging both the expertise of its people and leading-edge technology, CWT helps clients derive the greatest value from their travel program in terms of savings, service, security and sustainability. The company is also committed to providing best-in-class service and assistance to travelers. In 2015, sales volume for wholly owned operations and joint ventures totaled US$24.2 billion. As part of its commitment to responsible business, CWT is a signatory of the United Nations Global Compact Ten Principles. For more information about CWT, please visit our global website at www.carlsonwagonlit.com. Follow us on Twitter @CarlsonWagonlit
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 meetings trade organization headquartered in the Washington, D.C. area with operations on six continents. Collectively, GBTA’s 8,000-plus members manage more than $345 billion of global business travel and meetings expenditures annually. GBTA provides its growing network of more than 28,000 travel professionals and 125,000 active contacts with world-class education, events, research, advocacy and media. 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 gbta.org/foundation.