With 4,700 hotels in nearly 100 countries and territories worldwide,InterContinental Hotels Group (IHG)required an efficient business travel booking process for its employees. After introducing an online booking tool(OBT) as an additional channel for travellers, adoption levels were low. Read on to learn how targeted initiativesimprovedthe booker experience and achievedcost savingsby increasing use of the OBT.
A dedicated approach
Dedicated CWT and IHG teams worked in partnership to develop a variety of initiatives to raiseawarenessof the OBT first of all and then to educate staff of the benefitsto encourage them to start using it.
An adoption newsletter tracking progress towards targets
Walk-in clinics which encouraged bookers to flag issues or to seek help
Focus groups and road shows to gather feedback, while increasing internal engagement
Proactive efforts by CWT’s offline team to raise awareness of the OBT
Demonstration of the value of booking online, highlighting savings missed through booking offline. A global email campaign to target non-compliant staffwith CWT’s messaging tool, CWT Programme Messenger
A bespoke database to monitor compliance and online transaction rates in recently implemented locations
Detailed reports to identify users making online eligible transactions via offline channels, enabling top bookers to be contacted for feedback and taken through their first online booking
“By identifying bookers who were failing to use the OBT due to feeling dissatisfied, we were able to understand and individually address the issues they were experiencing. This personal approach helped encouraged our bookers to start using the OBT by increasing confidence and familiarisation, which in turn saved them time and achieved savings for the company overall.”Ceri Speed, IHG.
Changing hearts and minds
Between October 2012 and July 2013, IHG saw satisfaction score for use of OBT increase from 50 per cent to 77 per cent;. In the UK specifically, OBT adoption increased by 29 per cent between November 2012 and August 2013, resulting in savings on average ticket prices (ATP) and transaction fees.