Which Type of Business Traveller Are You?

The generation gap and profile diversity are both factors that generate very different needs. Here are a few ways of identifying them

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To propose the most suitable offers and services, business tourism professionals have every interest in knowing the different traveller types. From road warrior to connected baby traveller, would you know which type you are? 

Whatever their reason for travelling, one point that a company's 'employees without borders' have in common is that they are 'obligation meeters' as Amadeus describes them in its Traveller Tribes 2030 report for airlines. According to the findings, this is the traveller type most in need of personalisation. In terms of expectations, however, specific differences exist among business travellers and are namely linked to age.     

1. A generation gap?

Baby boomers and Generation Xers do not approach business travel in the same way as the digital generation. Those born between 1945 and 1970 are familiar with traditional business travel and 79% believe that technology makes it easier to manage their trips. Over 30% of this generation put comfort before recreational facilities (only 1%).
Generation Y, born between 1980 and 2000, is, on the other hand, hyper connected. Half of millennials use their smartphones to make bookings, compared to 39% of generation Xers aged between 31 and 45, and 26% of baby boomers aged 46 to 65. Another specificity according to the CWT Connected Traveler Study (for Carlson Wagonlit Travel) is that while they are more sociable, they are also more concerned about their personal safety than their elders: 49% take out travel insurance compared to 40% of 40-year-olds and baby boomers.  

2. Each traveller type has their specific needs

Beyond age, other criteria such as travel frequency and position within the company reveal differences in behaviour and expectations. Using the database of its online travel and travel expense management tool (over 40 million users), Concur has produced a typology of business travellers, establishing their profiles.  

The pragmatic traveller

Age: 35 to 54
Frequency of travel: 15 to 30 trips per year
Expenditure: €26,000 ($30,000) per year Travel is a necessary evil for this type of traveller. He handles his own bookings and manages his expenses. He dislikes unforeseen circumstances because they interfere with client relationships and reduce the amount of time he gets to spend with his family.
Recommended tool/offers: geolocation and risk management solutions that allow companies, via geolocation, to track their travellers and assist them should the unexpected occur (climatic, political, social). Some apps offer automated messaging (SMS, email, notification).  

The premium traveller

Age: 35 to 54
Frequency of travel: 15 to 35 trips per year
Expenditure: €39,000 ($45,000) per year First-class travel, high-end hotels located near clients; the premium traveller does not hesitate to pay for extras to feel at home when travelling for work. He lets his assistant make bookings and manage unforeseen circumstances. His one fear is seeing the aim of his business trip compromised due to a poor connection or a technical problem.
Recommended tools/offers: e-concierge apps or those developed by hotels such as Accor that, for example, allow users to chat with staff on WhatsApp, along with the Mgallery hotels offering for women, which will, for instance, perfectly suit the female premium traveller. Finally, the startup Gwiido, which was rewarded at the Accor Innovation Awards, offers an app that proposes geolocated routes for travellers who want to exercise. 

The connected novice

Age: 22 to 44
Frequency of travel: 3 to 7 trips per year
Expenditure: €8,700 ($10,000) per year The connected novice traveller makes the most of his business trip to discover the country where he happens to be and extends his stay by adding on holiday time. This 'bleisure' (business + leisure) enthusiast plans his own trip on his smartphone, looking for offers that are affordable, enjoyable, and fun. He likes to share his experience with others on social media. Finally, he prefers boutique hotels and innovative airlines.
Recommended tool/offer: open house hotels that offer evening events, Pilates sessions, coworking spaces, and where guests get to stay in the heart of an area, becoming better acquainted with the locals. Examples include Mama Shelter, Jo&Joe, and Moxy.  

The occasional prudent traveller

Age: 22 to 54
Frequency of travel: up to twice per year
Expenditure: €1,700 ($2,000) per year This is a special type of traveller who would be happy if he didn't have to travel for work, and who seeks to keep his business trips as short as possible. He looks at what he spends. He does not feel very at ease in a foreign environment, which is not a problem, as he usually always goes to the same place: the company's second office.
Recommended tool/offer: online booking platforms for best-priced flight tickets and accommodation such as MisterFly, which works in partnership with VentePrivée, Transavia, Thomas Cook and similar to propose cost-effective offers.  

3. The case of the road warrior

In the baby boomer or Generation X family, we find the road warrior. According to Scott Gillespie, CEO of Airlines Reporting Corporation (ARC), this type of traveller makes at least 35 trips per year. In a company, he makes up 10% of all business travellers, accounts for around 50% of the global travel budget, and generates about 80% of business travel-related added value; added value being the operating profit an employee generates for his company. Recommended tool/offer: this type of traveller has every interest in subscribing to membership and loyalty cards that will enable him to benefit from his many trips and make them more enjoyable. With ALL, Business Plus, ibis Business, and Accor Plus; at Accor they will be spoilt for choice.
Business travellers are one big family where each member is different. As they are obliged to travel, they seek to optimise their time and comfort, looking for package offers that take their constraints into account and iron out any creases for an unforgettable traveller experience. 

Published by Thi bao on 04/03/2019 Photo credit: © MStudioImages

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