Experts predict that 2015 is the year big data will
revolutionize the way we conduct business in the world of corporate travel.
While every reservation--from airline to hotel to car to train--has always left
a data trail, the increasing use of travel sites and tools, expense integrated
with travel, smartphones, and widespread availability of Wi-Fi has brought with
it an avalanche of data that can help improve the travel experiences. At the
same time, with these opportunities, needs, and expectations come some
potential cons for the traveler, and the company who purchases corporate
travel. Here is a glimpse into some items to consider:
1. Personalization
Big data allows companies to track and extrapolate the
needs and buying trends of the modern road warrior. This process, called
personalization, is fast becoming a game changer at some travel sites. The
travelers feels their wants and needs are considered, as they can immediately
secure their preferences. Booking travel is a complicated juggling act with a
lot of moving parts, including choosing an airline, seating preference on the
plane, hotel location, preferred amenities, and required technology interfaces.
Imagine the stress relief involved in seamlessly booking a business trip
without having to continually regurgitate preferences for a morning flight with
a window seat and in-flight Wi-Fi, and the need for a hotel with an in-house
restaurant that will cater to dietary restrictions. Conversely, if a company
has its set of preferences and wants its travelers to consider the widest range
of fares and rates every time they travel to ensure the best value to the
company, these tools can usurp these considerations. These tools (mostly
supplier sites and public sites versus corporate sites which are skewed to company
preferences) are set to say “Let’s not look at all the opportunities, let’s
just give you your favorite airline, hotel, and car regardless of price and
even company preference”.
2. Merchandising
Now imagine the traveler booking scenario above – booking
through a public or supplier site - followed up with a notification to the
traveler that a tremendous deal is now also available to upgrade their seat to
an aisle or premium economy, speed through check in, have a bag fee waived if
they purchase something else, or take advantage of a deal at their favorite
tropical vacation spot. I’d even argue that airlines changing frequent flier
programs so that miles are based on the flight price is opening up more
merchandising. While some of these merchandising opportunities may make the
travel experience improve, these opportunities may drive up cost (even in
expense categories that you may not have ever even been addressed in your
travel policy). They can also distract the employee from their core responsibilities
with more spam and more considerations.
3. New Travel Related Costs.
In the fall of 2013, 40 airports participated in the TSA
PreCheck program; as we begin a new year, the number has jumped to 120
airports, with over 725,000 members enrolled in that time period. There aren’t
many cons to these concepts as maneuvering through airports has become
increasingly difficult. The only consideration in these opportunities is whether
you will pay for the likes of them and how this is addressed in your travel
policy. Add to these relatively new options (most of which I do not see
addressed in any travel policies I have seen recently) including Wi-Fi costs
on board aircraft, seat selection improvements, hotel and car rental add-ons and
more. Who gets reimbursed for what, where do these line items go, and how much
more time does it take to reconcile expense reports? In a recent T&E budget
assessment in an RFP we received, it was determined that the company was
spending more money on Wi-Fi during travel than on travel agency fees. And the
entire RFP was focused of agency fee reduction. The automation of expense
reporting is helping manage these challenges as more data can be evaluated.
4. Data security importance
Finally, some of the biggest news stories of 2014
involved data breaches within companies such as Target, Home Depot, and eBay.
While the potential theft of information like credit card numbers and home
addresses is unsettling at best, the information typically held by those types
of companies pales in comparison to the wealth of information that travel
necessitates. In addition to addresses and credit cards, business
travelers--particularly on an international trip--must contend with frequent
flyer numbers and ID cards or passports, not to mention confidential
business-related data that may or may not need to be part of checked baggage.
As the creation of new travel opportunities increases, so does the
responsibility to keep travelers (and their information) safe. Ultimately,
while there is always risk in navigating uncharted territory, the opportunity
to do business and expand your horizons to see the world makes it all
worthwhile. As everything from hotel internet access expands along
with a rise in travelers using hotel apps to book, check-in, and secure
concierge services, so does the risk of where data may end up. The bar has been
pushed even higher, with many hotels beginning to utilize a mobile app as a
hotel room key, thus allowing guests to bypass the front desk altogether. A
convenience, but perhaps also a potential threat in that someone knows when
they enter and depart their room? Then, while the ability to book a flight and
reserve a hotel room online is nothing new, the switch to and focus on mobile
capabilities is. While only 2 percent of passengers preferred using a
smartphone for booking travel in 2012, that number is expected to jump to 70
percent in 2015. Because travelers are rarely separated from their phones, the
larger value of mobile technology may reside in its ability to provide a
seamless experience while in transit. With the advent of Geolocation, you now
have the ability to receive status updates based on what part of the travel
process you are in, from security lines to flight delays to full itinerary
changes. Presently, half of U.S. airports offer mobile updates, and, based on
your personalized preferences, they can even direct you to a good place to eat
during your layover. Geolocation tools can also help advise and track employees
when in “at risk” countries. For some travelers and countries people knowing
where you are at all times makes them uncomfortable and maybe, in some
instances, at risk. Also, knowing where your travelers are can be a risk if
that data falls into the wrong hands. What is your best practice? Determining
your culture and stand on these tools is important to consider and address.
As the creation of new travel tools increases and
provides amazing opportunities to share and consider, so does your
responsibility to address these items in travel policies to take control of
your organizations costs, productivity, and safety. A dialogue and
communication on these subjects will ensure an evolved travel procurement
system that is good for the company and its travelers.