What is marketing in business travel?
Marketing for business travel is a specialized area, aimed at the corporate travel market. Since 2000, business travel expenditure has doubled, and it is a market that shows no signs of slowing down. This makes well-thought-out business travel marketing campaigns very lucrative for transport and accommodation companies.
What are the most important factors for corporate travelers?
Contrary to what you might think, business travelers are surprisingly indifferent to flight classes. The real priority when it comes to marketing flights to corporate travelers should be convenience. Flights that are both direct and convenient for a traveler’s schedule are a perfect combination.
While business travelers value comfort, it plays second fiddle to the convenience and safety of the location. A hotel that is next to where a traveler will be working is generally preferred over a five-star hotel at a distance. This gives hotels in airports and business districts an advantage.
As younger generations have started making up more and more of the business travel demographics, habits are changing. Bleisure travel has increased in popularity to the point that it is almost expected. This has led to business travelers seeking more creature comforts and has somewhat blurred the line between business and leisure travelers.
Business travel marketing techniques
Some of the common techniques that airlines and accommodation providers capitalize on the repetitive nature of business travel.
Airlines use frequent-flyer programs to reward business travelers for their loyalty. In return, travelers receive air miles, or points, that can contribute to future flights. Additional extras for loyalty include class upgrades, priority boarding, and discounts for other services, such as hotels or car hire.
Hotel loyalty programs
Hotel chains use a similar loyalty-creating technique, which provides discounts, perks and more for travelers who repeatedly return. Perks usually begin small, with things like free Wi-Fi, but as travelers stay for more nights, rewards improve.
Both frequent-flyer programs and hotel loyalty programs offer rewards for repeated travel, which is ideal for business travelers.
How is business travel marketing different from leisure travel marketing?
An overarching theme that separates marketing for business and leisure travel is that business travelers prefer convenience, while leisure travelers prefer entertainment and luxury. Furthermore, while leisure travelers look for unique experiences, business travelers value familiarity and consistency.