Influencing traveler behavior and improving program performance – the traditional cornerstones of corporate travel management success – no longer come from just pushing out travel policy. Your employees are busy. They may be local or working remotely on the other side of the world. Armed with mobile and web applications, they can access information and options anytime, almost instantly.
Today’s traveler marketing should be a coordinated strategy of communicating targeted messaging and improved experiences. It takes speed, clarity and targeted messaging strategically crafted and distributed to capture interest.
Our approach to traveler marketing has five central efforts:
- Segment and define your audiences
- Establish program goals, KPIs and benchmarks
- Align messages to audiences and communication channels
- Share rich, useful, interesting content
- Measure and iterate
For many travel managers, however, details like demographics, traveler behavior, policy and technologies seem like diversions. They are not. Improving traveler marketing can reduce T&E spend, strengthen compliance and improve program participation, which leads to cost efficiencies and greater productivity.