The better the travel industry understands the wants and needs of the business traveler today, the more they can implement effective strategies to help them have the most successful trip possible. Business travelers drive the travel industry, and the research conducted by GBTA (Global Business Travel Association) shows that business travelers look to technology providers to help manage their travel and stay productive while on their trip. It's time for travel brands to focus on innovating new ways to satisfy the population that drives this market: road warriors. Before this can be done, it's important for your travel brand to understand these types of consumers.
The Business Traveler of Today
Today, business travelers take full advantage of technology to make their travel experience more productive. A majority of road warriors bring technology on their trips to work as well as stay in touch with family and friends. Of course, it's no secret that business travelers spend a great deal of time online. In fact, a report by GBTA found that between 64 and 69% of business travelers say they would book a room directly with a hotel if it provided free Wi-Fi or high-speed internet.
Understanding Road Warriors
- Most business travelers have received a college degree and are 38 or older
- Nearly half are forced to work on a small budget, limiting their travel plans
- The majority of business travelers say they enjoy traveling for work
- Half of road warriors believe that it's important to stay in touch with people back home and to stay safe while traveling for work
- The average trip lasts four days and costs $1,837
- In the past year, 73% of business travelers were connected to Wi-Fi or high-speed internet in a hotel
- In the past year, 55% spent at least an hour a day using internet connection for work, and nearly half spend an hour a day online for leisure
Types of Business Travelers
Understanding the different types of travelers is crucial in identifying the proper market approaches and strategies. GBTA identifies five categories of travelers in the market today.
The Veteran
- Most experienced travelers
- Take an average of 12 trips per year
- Away for an average of 4 days per trip
-Typically 35 years or older
- Have no problem with travel management and keeping track of expenses
- It's most important to them to the proper equipment to stay connected
- Almost all of them bring laptops with them
Road Weary
- Consistent and more cautious
- Average of 15 trips taken per year
- Average of 3 nights spend away from home per trip
- Majority are 35+
- Most likely to bring a portable GPS on their trip
Wide-eyed Travelers
- Less frequent travelers who undergo challenges
- Average of 11 trips taken per year
- Majority are younger than the age of 55
- Overall, these travelers are younger with less experience and typically enjoy traveling but get anxious
High-Tech Travelers
- Typically enthusiastic and early adapters of tech
- Average of 13 trips taken per year and four nights away per trip
- Mostly younger traveler (under 54)
- Enjoy traveling for work and use technology to be more productive
- Likely to spend more money per trip
The Newbies
- Less experienced travelers
- Average of 14 trips taken per year and 6 nights away per trip
- Youngest category
- Eager to explore while traveling for business
- Most likely to use social media out of all categories
- Most likely to travel internationally and work in the computer technology industry
What Do Business Travelers Really Want?
Monica Sanchez, director of research for the GBTA Foundation, stated: “In the future, hotels could invest in innovative new technologies, but should also continue to focus on improving existing amenities, especially Wi-Fi as that remains most important for business travelers.”
Hotels should be aware of the preferences of business travelers. In terms of technology, the top five items business travelers wish for are: more power and USB outlets, streaming services such as Netflix, chargers for laptops and phones provided in guest rooms, key-less or mobile room entry, and TV sets that can access the internet. They also prefer free Wi-Fi and high-speed internet...but who doesn't?
Sources: Skift & GBTA Foundation
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