The Preferences and Changing Needs of the Modern Business Traveller
American Express Business Travel commissioned a ‘Loves and Hates’ survey this year, which examines the changing world of business travel and reveals the most common loves, hates and evolving demands of the modern business traveller. These findings come from a survey of 500 European business travellers, conducted by independent research company Loudhouse.1
Many view business travel as being more closely aligned to professional and personal development, such as the opportunity to experience different cultures, than status, and a good night’s sleep and on-time flight as more important than the latest gadgets and amenity conveniences.
When booking a business trip, the top three considerations overall are:
All of which create a clear picture of a 21st century traveller keen to reduce risk, and increase their sense of control. And when considering the relative importance of these and other considerations, interestingly ‘cost’ fell to sixth in the list of importance.
While the needs of business travellers can be extremely diverse and ever changing, something that comes out loud and clear from the research findings is the importance of reliability, safety and security. Time is often of the essence for today’s business traveller, so they need to be sure their travel arrangements run smoothly and on time – a late arrival could mean a missed business opportunity.
In today’s environment, it is hardly surprising that safety and security are so high on the list of considerations. In the past few years, we have seen an increasing interest in safety and security suites, such as traveller tracking in crisis situations, and to the individual traveller this criteria comes well above flexibility in travel arrangements and cost.
The survey reveals that the days when business travel associated with status, and the preserve of jet-setting executives, is a thing of the past. Today, business travel is commonplace and even senior executives will often be subject to strict company policies. This is possibly one of the reasons why only 14% said they consider status to be a positive aspect of business travel.
For three-quarters of business travellers, the most alluring aspect of business travel is the fact that it makes the job more interesting. In addition to this, business travellers enjoy meeting new people and building new relationships (70%) as well as experiencing different cultures (64%).
There will always be a core of business travellers for whom status is paramount and who will do so-called ‘mileage runs’ in order to keep or upgrade their frequent flyer status with an airline. However, it’s interesting to note the emergence of the culture hungry traveller, who not only values travel as an enhancement of their working life but also craves the cultural experiences and understanding – something which can sometimes prove invaluable in our global business environment.
When asked how the experience could be enhanced during business trips, 26% rated having a partner or family member(s) with them as the top desire.
Other important factors related to accommodation, in the fields of information and equipment provision; with 20% stating that knowing the best places to go and having a fully equipped business centre are the best ways to enrich their stay.
Dirty bathrooms rated as the number one dislike, with 66% putting it at the top of the list, closely followed by having an uncomfortable bed and bad odours (both 63%). However, a lack of hotel facilities, such as a gym, featured low down on the list with only 27% of travelers being affected by this and only 6% opting for an in-room gym when asked how their hotel stay could be enhanced. In-room entertainment also lagged behind and was found to only have appeal for 18% of respondents. It appears that today’s business traveller, who often has hectic work schedules, ultimately craves a comfy bed and clean bathroom at the end of the day.
Recent advances such as self-service kiosks, online check-in, fast track services and the continued growth and convenience of online booking tools, have gone some way towards easing the pre take-off stress. However, 43% of survey respondents say they start to feel stress before they reach the airport and almost three quarters (74%) said they experience most stress before setting foot on a plane.
The hectic schedule of many business travellers means that time really is of the essence in getting to the airport and making their flight. The fact that so much stress is felt prior to take-off indicates the importance of the entire travel experience and that travellers really can feel the benefit of a fully supported door-to-door travel experience.
Once on the plane, having either a middle seat or a lack of legroom is considered the most annoying aspect, mentioned by almost half of respondents (48%), whilst about a fifth of business travellers object to chatty neighbours and noisy children.
When asked what would most enhance the flight experience, no queues (66%) rated as the number one wish for business travellers. More legroom (64%), speedy baggage retrieval (63%) and being able to change flight timings easily (53%), all rated highly amongst respondents.
Ninety five per cent of respondents think that business travel is as stressful, or more stressful, than it was a year ago. Almost two-thirds consider missing family and friends to be the greatest disadvantage of business travel. Travellers also complain of being tired (49%), particularly those based in the UK (63%) with 31% of Germans following next. The next most common complaint is having to catch up with things back in the office (43%). For a fifth of business travellers, having to travel outside of business hours and not getting the time back is a particular gripe, adding yet another dimension to the work-life balance equation.
The final element of the business travel experience uncovered by the survey was in the field of car rentals. The biggest turn-off for rental users is a dirty or smoky car interior (47%). Extra driver fees or hidden extras (45%), long return queues (44%) and being given an almost empty tank of petrol (43%) were also unpopular amongst business travellers.
This survey provides an interesting insight into the loves and hates of the modern business traveller. Most are not expecting the high life but a way to alleviate as much stress as possible while they are in transit.
1The research was based on 500 interviews conducted online with business travellers across the UK, France, Germany and the Nordics at the end of 2006. Loudhouse Research, an independent marketing research company based in London, conducted the research.