Research into behaviors and habits
to enhance your targeting
However, this is an enormous missed opportunity, considering that 83% of travelers we surveyed said they book at least some of their business travel through OTAs. 32% say they book all of their business travel through this channel.
So, whether you’re tracking it or not, business travelers are booking through your OTA; however, by not capturing this data you’re missing a valuable opportunity to truly personalize your offering with tailored search results – and therefore increase revenue for your business.
Our new eBook, Traveler personas for OTAs, explores the behaviors and habits of both leisure and business travelers in detail, get your free copy today.
While we know that a large proportion of corporate bookings are made through OTAs, many agencies offer the same booking experience to business travelers as they do leisure. However, tailoring your OTA’s offering to business travelers by offering extras like seat upgrades, lounge access, and highlighting hotels close to conference centers, could help you boost bookings.
You can identify corporate travelers in two ways. Firstly, you can look at your data to find solo travelers who have booked short trips, happening mid-week, which are booked close to the day of travel. Alternatively, you can get travelers to tick a box to identify themselves as traveling for work to capture this data, as Booking.com has done.
As business travelers spend less time researching trips, the look to book window is short – so you need to capture their attention quickly. Central to this is presenting search results that are most relevant to the business traveler. For example the shortest durations should appear at the top of the results list and minimize the number of connections.
A business traveler has different hotel requirements to a leisure traveler. Business travelers take short trips and therefore need to be close to the office or conference center they are visiting. So, when displaying hotels on your website, show a map view to allow your users to make quick decisions on the most suitable hotels.
Bleisure – extending business trips to include some leisure time – has become one of the hottest trends in corporate travel over the last few years. Once you have identified a business itinerary from your data, you can push offers with options to extend the trip to include leisure activities. This is especially relevant if the business trip is due to end close to the weekend.
Get your free copy of Traveler personas for OTAs, where we present research into the behaviors and habits of solo travelers, families, corporate travelers, couples, weekenders, and groups.