Max Keegan, a 17 year old ‘digital native’ took to the stage
this morning to share his experiences of booking travel in a bid to help buyers
understand how they will need to evolve to cater for future travellers. In
short, it’s all about digital, and his message to corporate travel buyers is
that they need to adapt now to deal with social hungry travellers like him.
It seems the new generation of business travellers is
feeling rebellious. They don’t want to be reined in by regimented booking
policies and procedures. They want the freedom to be able to book corporate
travel using the types of booking tools – and with the same level of ease –
they experience when booking leisure travel.
What’s behind this urge for rebellion? Technology.
Technology has enabled business travellers to pick and choose rather than be
directed. It allows them to be flexible. And, according to this morning’s
speakers, flexibility is one of the most important messages that buyers should
take away from this conference. Closed, structured, mandated and managed
policies are dinosaurs. The future is about open travel booking.
Instead of forcing travellers to stick to very strict procedures,
buyers are now being encouraged to allow travellers to book whatever, however
as long as they stay within more general parameters of policy, whether that’s
financially set or otherwise. By giving travellers this freedom and access to
the booking experiences they are used to, it’s more likely they will stay
within set parameters and everyone’s a winner.
David Chapple
is in Budapest for the GBTA Europe Conference 2012 (#gbtaeurope2012).
If you’re there, too, say hi. If not, say hi on Twitter – www.twitter.com/btshowlondon
No comments:
Post a Comment