Internova Index Part 2: Business Traveler Preferences
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First off, business travelers — especially C-suiters — are using the services of a travel advisor. Our sample of business travelers noted that 49% use a human travel advisor as their primary booking channel. The numbers rise among C-suite executives, who use a human travel advisor 70% of the time. This makes sense: executives tend to have particularly complex trips, they request a higher level of luxury and they value a higher level of service. C-Suite executives also want to make sure they and their support staff are getting the most production out of time and consider using a human advisor more cost effective.
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When it comes to choosing a flight, either through a travel advisor or online, business travelers are most concerned with convenience of both the flights and the airport location, overall cost and time spent traveling. Although airline loyalty is a significant consideration, it comes after these in terms of significance. Lounge amenities, seat quality and other perks business travelers typically enjoy are often considered, but they are not among the most important considerations. Airlines will be disappointed to see that airline loyalty falls to only 24% and on-time performance along with brand reputation are not higher criteria for choosing a flight. However, these along with compliance to company travel policy not being much of a factor could indicate that the company has selected preferred airlines that match the company travel patterns.
As for hotels, business travelers stay almost exclusively in hotels over Airbnbs and furnished apartments, with the majority being in $100-$200 ADR (average daily rate) range. When choosing their accommodations, location is by far the most important factor, nearly doubling the next on the list. After location, compliance with corporate travel policy, trusted brand, value, loyalty, reviews and room quality follow at a broadly similar tier. Facilities for working are not highly significant, suggesting either most work is happening away from the hotel or workers are now used to being productive on their laptops in the room.
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Compared to air, hotel loyalty appears more significant to business travelers, suggesting that hotel loyalty perks (early check-in, late checkout, free breakfast, welcome gift, etc.) are more valuable to business travelers than airline loyalty perks (lounge access, free checked baggage, etc.). With the prediction that by 2030 Gen Z will make up one-third of all travelers and their expectations are already reshaping travel programs, it will be interesting how these factors change and how Corporate Travel Programs will need to evolve.
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