Business Travelers Say Loyalty Matters in Hotel Booking

According to new research released today by the Global Business Travel Association (GBTA) in partnership with Omni Hotels & Resorts, business travelers consider an average of three hotels before booking, and 82% say business travel programs fidelity are important in making this decision. Additionally, the study reveals that nine out of 10 business travelers consider rewards points and benefits a motivating factor when choosing a hotel and 81% believe that being a loyal member translates to a better service.

Business travelers are split when it comes to using loyalty rewards on business trips (49%) versus using them on future leisure trips (43%). For road warriors, the top five rewards of a loyalty membership include earning free nights, room upgrades, reward redemption flexibility, express check-in, and service perks.

Source: GBTA
Source: GBTA

Make it personal

A large majority (84%) of business travelers believe it is important to have a personalized customer experience – and most believe the experience should be different from that of a leisure trip, 64% d of them buying different gear on a business trip than they otherwise would. So what do business travelers want from a personalized experience?

Business travelers show a very high level of comfort with their businesses and hotels using shared information to deliver a personalized shopping and guest experience. When it comes to what information they are willing to share, preferred hotel amenities (55%), travel itinerary details (42%) and preferred types of restaurants or entertainment (39%) are in head of list.

“From booking to departure, our research confirms that personalization is highly valuable to business travelers, with many looking for personalized hotel experiences tailored to their business travel needs,” said Jessica Collison, Director of research at GBTA. “Travel buyers and suppliers need to assess the extent to which personalization is factored into hotel booking and customer experience when it comes to creating their travel and loyalty programs.”

“The importance of personalization is one of the recurring themes we hear directly from members of our Select Guest loyalty program,” said Chad Gaither, vice president of customer relationship management (CRM) and loyalty at Omni Hotels & Resorts. “We aim to keep it at the forefront of our messaging when we assess and design the overall customer experience. There are many ways to do this, but email, for example, should recognize past customer activity and show their appreciation for their loyalty.”

Source: GBTASource: GBTA
Source: GBTA
Source: GBTASource: GBTA
Source: GBTA
Source: GBTASource: GBTA
Source: GBTA

Methodology

An online survey of 500 U.S. business travelers took place between May 22, 2018 and June 1, 2018. Respondents were qualified if they worked full-time or part-time, had traveled for business in least once in the past year and whether they stayed in a hotel during their last business trip.

About the World Business Travel Association

The Global Business Travel Association (GBTA) is the world’s leading trade organization for business travel and meetings. Its headquarters are located in the Washington, DC area and it operates on six continents. annual meeting expenses. GBTA and the GBTA Foundation provide world-class education, events, research, advocacy and media to a growing global network of more than 28,000 travel professionals and 125,000 active contacts. To learn how business travel drives sustainable business growth, visit www.gbta.org. #BusinessNeedsTravel

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