Hoteliers, take note! Today’s business travelers are a happy, albeit demanding, bunch. They embrace business travel with a positive mindset yet they (and their employers) expect a stress free, customized, and streamlined experience. The good news is that YOU can help them manage their business travel by answering specific needs in order to meet their high expectations… and gain bookings.
Do Not Disturb! This takes on new meaning when it comes to today’s always-connected business traveler. Offer an environment that helps the business traveler connect seamlessly and work productively while they are on the move. Look beyond free WiFi by making outlets and connectivity ports for laptops and mobile devices available throughout your property. Make sure that guests have access to 24/7 business services and offer on-site meeting rooms. Is there space in the lobby where they can congregate to run through a power point or talk shop? In essence, ensure that your property gives them the ability to get the job done at any time, from anywhere, without disruption.
Personalize. Like leisure travelers, hotel business travelers crave options. They, too, want to personalize their travel and guest stay experiences. In fact, nearly half of business travelers use an online tool to book their own travel in order to gain flexibility when it comes to choosing specific preferences and amenities. Keep this in mind as you market to the business traveler. They are searching online for a property that will best meet their needs. Ensure that your brand has visibility and consistency across various online channels and that perks geared toward the business traveler (WiFi, conference room access, etc.) are easily identifiable. Remember, the hotel that offers more readily available and customizable business amenities will be more attractive (and less expensive!) to the company footing the bill.
Loyalty. A significant number of hotel business travelers are driven by loyalty, along with the desire to accumulate points! Traditional hotel loyalty programs can offer added
value to the business traveler while catering to specific needs and preferences. Ensure that your loyalty program includes perks that appeal to the business traveler – whether it be WiFi, express check-in/out, or other business-oriented upgrades. Make sure corporate travel managers are aware that their employees may qualify for your program and that you are ready to meet their business travelers’ needs. Recognize that loyalty programs are favorably received by business travelers and understand that they can be used to breed guest allegiance while promoting brand awareness.
It’s the little things. While splashy or cutting-edge business amenities can up the «wow» factor of the guest experience, don’t forget the little touches that can make a big impact on a business guest’s stay. Free bottled water and/or free java can boost the psyche and energy level of the typical jet-lagged, dehydrated business traveler. Sound proof windows can help ensure a good night’s sleep — and a good performance at tomorrow’s big meeting. Look for opportunities to provide those «home away from home» comforts that the business traveler craves.
In general, opportunities abound to help business travelers manage their experiences and have their demands met. The key is to recognize what they want, offer what they need, and to market these offerings. Utilize social media and online marketing tools to let business travelers know that you are ready and able to accommodate their needs and deliver the business travel experience they crave. By understanding and catering to their preferences and habits, you can do more than just meet expectations – you can drive business guest hotel bookings.
