The Millennial business traveller: Boxever

Millennials — all 83 million of them — represent the largest marketing population of all time.  They were consumers even before they could walk and grew up extremely brand conscious and willing to spend the money necessary to keep up with their peers and idols.

To them, consumerism doesn’t support a lifestyle, it is a lifestyle.Now that they’re in the business world, Millennials represent a significant targeting opportunity for travel marketers that understand them.

By layering basic Millennial behaviours over their business travel needs, you can leverage their preferences and priorities into higher business travel conversion and booking rates. How are Millennial business travellers different from business travellers in other age groups?

First of all – there are so many of them!  As Millennials take over the baby boomers as the largest employed population (right now there are more 22 year olds in the U.S. than any other age segment), their business travel needs will continue to increase.  Millennials also grew up with expectations other business travellers don’t have.   They expect to be able to use technology to speed their way through their own lives. They understand how airlines and travel providers can and should use technology to make their travel experiences easier.   And they’re comfortable making all their arrangements themselves, including flight changes and upgrades, seat assignments and hotel reservations.

Those that travel on business a lot become very savvy about how industry pricing works and know how to take advantage of excess inventories.  Self-assured, they have no trouble making spontaneous, last minute decisions, too.   Millennials choose convenience and service over price.  While they may be price savvy, Millennials aren’t particularly frugal.   Especially when it comes to convenience.

A recent FlightView® survey on Millennial travel habits revealed that 70% of respondents would be willing to pay more for a direct flight from their local airport and of that number, two-thirds would pay 10-15% more and nearly a third would pay 16% more.  The same survey cites that nearly 60% of travellers would be willing to pay more for ancillary conveniences including priority baggage claim (37%), curbside rental car pick-up (35%) and the option to temporarily check baggage at the gate so that they can freely dine and shop (40%).

That’s not to say that Millennials spend carelessly.   They consider themselves informed consumers and don’t like to feel like they’re being taken for a ride.   But as long as they associate a better experience with the service being provided, they don’t mind paying extra.   Meeting the Millennial business travelers’ psychological needs.

A national leadership consultant reports in a March 2015 Entrepreneur Magazine article that the #1 reason that Millennials leave companies is that they don’t feel valued and respected.  We can deduce therefore that the more a travel provider can do to demonstrate to Millennial business travellers that their patronage is recognized and valued, the more loyal they will likely become.

Giving them the same room they had before, asking if they’ll be making the same connections while booking flights and giving them a complimentary beverage on the return trip home reinforce their need to be recognized as well as their need to feel they belong right where they are.Every Millennial business traveller will spend a significant amount of money over the course of his or her career.

Travel providers that understand Millennial business travellers’ behaviours and priorities, and respond pro-actively with offers and services that support them, will win their loyalty and increase each traveller’s lifetime customer value.

Source: Millennial business traveler

Back to basics – ten tips for travel search marketing [INFOGRAPHIC]

Back to basics – ten tips for travel search marketing [INFOGRAPHIC].

Hanapin Marketing, a UK-based agency which works with a number of travel and tourism brands, has produced a rather handy, back-to-basics guide to search marketing in the travel industry.

(click image or here for a larger version)

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Amadeus and Southwest Airlines advance partnership with new corporate travel agreement – MarketWatch

amadeus new logo on blueAmadeus and Southwest Airlines advance partnership with new corporate travel agreement

Amadeus, a leading technology partner for the global travel industry and Southwest Airlines announced today a new milestone in their partnership. Under a new multi-year agreement, Amadeus’ corporate travel booking tool users around the world will gain access to Southwest’s fares and inventory.

“Providing seamless functionality and booking ease to our corporate customers worldwide is a focus we share with Amadeus,” said Kevin Krone, Vice President Marketing and Chief Marketing Officer, Southwest Airlines. “This new global agreement marks another milestone in our continued partnership, offering a new dimension in distribution to deliver world-class access to our entire available inventory of seats to more than 90 destinations.”

With the direct implementation of Southwest’s content, users of Amadeus’ e-Travel Management and i:FAO’s cytric corporate booking tools will gain benefits such as:

  • Greater functionalities including live availability and last seat inventory delivered via an integrated display
  • Functionality supporting all pricing rules, fare rules and return of ticket number
  • Fare searches returning the lowest fares available
  • Booking and ticketing capabilities for the carrier’s loyalty program/Rapid Rewards members
  • Additional functionality related to deferred ticketing, retrieving and canceling reservations, and exchange funds toward new itineraries

via Amadeus and Southwest Airlines advance partnership with new corporate travel agreement – MarketWatch.