GUEST BLOG: The growing need for the digital experience

In my last post, The Changing Face of Business Travel, I explored how the landscape in the business travel industry is shifting. Now I’d like to explore one of the fundamental catalysts driving that change: the growing need for the digital experience.

When you think about it, airports have quickly become some of the most technologically advanced buildings in the world. Just walk through the front entrance of London’s Heathrow Airport, Singapore Changi Airport, Dubai International Airport or San Francisco International if you don’t believe me.

Through clever use of technologies, airports have succeeded in allowing passengers to take control of their journey (something that organisations in other sectors can only dream about). From the moment a passenger enters the terminal doors, to the second their feet touch foreign soil, digital tools and technologies are playing an increasingly important role. Biometric enabled self-service check-in facilities and bespoke mobile phone applications designed to help to navigate through airport processes from check-in to boarding, from bag drop to shopping are testament to this.

It is this context that inspired us, at Priority Pass to carry out research, designed to uncover just how technically savvy today’s businesses travellers are. We found that in general frequent business travellers are active users of technology, both inside and outside the airport. Since our brand refresh last October, we have seen a dramatic increase in app usage across all platforms - iOS up over 50%, Android up by 10% and downloads of our BlackBerry app up by over 1,000%. Business travellers’ thirst for digital doesn’t just stop there; we know that they want their travel experience to be equally integrated with their devices, available digitally 24/7.

There is clearly a growing impetus to provide a seamless digital experience at airports, driving new levels of 21^st Century customer service, while taking the stress out of travel and providing a more personalised and intuitive passenger experience. The Priority Pass digital experts will be at the Business Travel Show and look forward to discussing how you can offer your business travellers a digital experience, at stand B422.

This post was written by Stephen Simpson, Global Marketing Director, Priority Pass who are exhibiting at the Business Travel Show. Register now for a free pass at www.businesstravelshow.com.