CWT explores how personalization could change the future of business travel


Carlson Wagonlit Travel (CWT), a global leading travel management company (TMC), and Siegel+Gale, a leading brand strategy and design firm, have teamed up to explore what personalization could mean for business travel in the future.

A new article and film bring to life the various tools and technologies that could transform the corporate travel experience, taking it from mass-market to markets of one - a term coined for a level of personal preferences and service which is exclusive to one person. CWT’s previous research* suggests 67 percent of travel managers consider personalization a high priority and 87 percent believe customized offers could have a positive effect on traveler satisfaction.

The article highlights key trends, including advanced real-time networking, smart travel profiles (which capture every aspect of the travelers’ personal preferences) and interactive “bleisure” offers, all of which add value to the travel experience to create a seamless personalized trip.

Peter Ashworth, CWT’s senior vice president for Central and Eastern Europe, who spoke at GBTA Europe, said: “Over the past decade, TMCs have shifted from simply providing travel bookings to developing personalized travel solutions. The demand for ever-increasing personalization comes from the new generation of tech-savvy travelers, and that demand will only grow. Personalization is our industry’s future, so we all need to understand what it is and how to deliver it. That education is exactly what this video provides.”

Ashworth added: “For CWT, personalization is about always being with our customer, whether they’re a traveler on the go or a travel manager based in the office. It’s about delivering real-time data, insights, offers and meaningful analytics which are relevant and important to them.”

The film depicts a day in the life of two travelers and a travel manager and is available on CWT’s YouTube channel. Copies of the article can be collected from CWT’s booth at GBTA Europe (Booth# 17 & 18) and in addition can be viewed online on or here.

*Taken from 2015 CWT TMI study Faster, smarter, better?

About CWT
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 2014, sales volume for wholly owned operations and joint ventures totaled US$27.3 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
Follow us on Twitter @CarlsonWagonlit.

Media Contacts
Carrie-Ann Cooper or Chloe Couchman
CWT Global     
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