Corporate travellers are a growing demographic and a target audience that many within the hotel industry are placing an increased emphasis on trying to appeal to. After all, a corporate traveller may use extra hotel facilities, return to your hotel multiple times and recommend it to colleagues and business partners. In this article, you will learn more about corporate travel and find seven specific tips for attracting more corporate travellers to your hotel.
- What is a Corporate Traveller?
- Why Are Corporate Travellers Important For Your Hotel?
- 7 Tips to Attract More Corporate Travellers
- Corporate Travel Agents for Hotels to Gain More Corporate Travellers
- More Tips Regarding Corporate Travel
What is a Corporate Traveller?
Corporate travel refers to travel where the primary motivation is business-related. This may include, for example, employees travelling to a conference, or a manager travelling to another branch. It could also involve travelling to an important meeting with a client, or visiting a particular site for an evaluation.
With this in mind, a corporate traveller is anyone who is actively involved in corporate travel. It is crucial to understand that the term refers to travel away from the usual working environment. A corporate traveller will typically spend more than one day at their destination and will almost always require overnight accommodation.
Corporate travellers are a major target demographic for hotels for a number of different reasons. Firstly, corporate travel is a growing market, with increased availability of flights and the growing popularity of business events and conferences meaning corporate travel is more frequent and extends further than in the past.
Those who are required to travel for business are often expected to travel to the same area multiple times a year. If a hotel can attract them and make a positive impression, that can potentially lead to return business from them and their employers. On top of this, they may also suggest your hotel to other people they are in contact with.
Business travel can be less seasonal and events are often arranged well in advance. Securing room bookings ahead of time can help you to manage supply and demand more effectively. Guests who visit the area on business may also spend additional money on things like conference rooms or hiring out work areas within your hotel.
Moreover, there is a growing trend for ‘bleisure’ guests – those who travel for business purposes, but extend their stay for leisure purposes. Hotels attracting these guests benefit from prolonged stays and more money being spent on additional hotel services, such as laundry, room service, restaurant bookings and gym access.
7 Tips to Attract More Corporate Travellers
1. Connect Your Hotel to All Major GDS Systems
Increasingly, businesses are outsourcing travel management responsibilities to professional travel management companies or corporate travel agents. This often means booking accommodation for corporate travellers, and agents usually turn to global distribution systems to find the best hotels and the best room rates for a destination.
For this reason, one of the main ways hotels can ensure they attract more corporate travellers is by connecting with the main GDS systems. The easier it is for corporate travel agents to find your hotel and check availability, the more chance you have of them choosing your hotel as the solution to their business travel needs.
Our “Global Distribution System (GDS): What Are the Benefits for Hotels?“ article provides more information about the main GDS systems, how they actually work and the ways they can be of benefit to companies operating in the travel industry.
2. Create a Loyalty Programme
Another useful tip when looking to attract more corporate travellers is to focus on both new and previous guests. Keep in mind that many business travellers will travel to your area fairly frequently. When it comes to generating return business from these corporate travellers, a loyalty programme can go a long way.
The specifics of your loyalty programme are up to you, but it is generally expected that loyalty programmes reward repeat business with discounts, complimentary upgrades, or even free nights in your hotel. As a bonus, having guests sign up to loyalty programme makes it easier to communicate with them in future and gather valuable data.
3. The Right Communication for The Right Target Group
A common mistake in the hotel industry is to make all communication with guests or potential guests generic, or aiming communication towards leisure customers. However, one of the best ways to attract corporate travellers to your hotel is to use the right communication for the right target group.
Whether it is in your marketing efforts, pre-arrival emails, social media interactions or elsewhere, communicate with business travellers in ways that are meaningful to them. Ask if they would like to book a meeting room. Promote your Wi-Fi, or the views of previous corporate travel guests. Enquire about restaurant reservations or airport transfers.
4. Go Local
When people think of corporate travellers, they often think of business people travelling from far away. Yet, in reality, your hotel can benefit greatly from focusing on local businesses too. After all, many of these companies will require local meeting facilities or conference rooms, and hotels are an ideal place for them to look.
Some local businesses may also require accommodation for international customers, business partners or employees who travel in. There are a number of ways to make a connection with local businesses, including arranging business lunches or dinners, arranging special events for local entrepreneurs and promoting local businesses on your website.
5. Offer Corporate Amenities
Another important part of hotel management is the amenities you offer. For hotels that are looking to benefit from business travel, providing amenities that will appeal to these customers is vital. Some of the most obvious examples here would include private meeting areas and easy access to laptop or phone charging ports.
However, you can go a step further. Corporate travellers are likely to be busy and may need to fit things in when they can, so any 24-hour services or facilities you can offer will appeal. Try to impress them with the speed of your internet, the quality of your Wi-Fi, work spaces, express check-ins and check-outs, and on-site food and drinks.
6. Create a Business Section For Your Hotel Website
Many corporate travellers or corporate travel management companies will look at your hotel website for information about what you have to offer. A great way to entice these people is to include a specific business section on your website, so that they know that you are a business-friendly hotel and have something valuable to offer them.
This is your opportunity to present the right message to them, complete with the right look and feel in terms of your site design and the images you include. Make sure you show off any corporate facilities, such as meeting rooms or work areas, and take the time to promote amenities or customer reviews from previous corporate travel guests.
7. Analyse Your Corporate Travellers
Finally, those in the modern hotel industry have access to vast amounts of customer data, making it easier than ever to get a firm grasp on exactly who your customers are, what their motivations are, what they need, what they like and what they do not like. This information needs to be used to analyse your existing corporate travellers.
Use data in your property management system, look at feedback on online review platforms, and turn to Google Analytics to understand online habits. Try to identify some trends or details that help you to understand your business travel guests. Where do they come from? How do they book rooms? What times of the year are busiest?
Hotels have the option of actively working with corporate travel agents, connecting to the global distribution systems they use to find accommodation for their clients, or a combination of the two. Regardless of the precise approach, these agents can be vital for hotels looking to generate more business from corporate travellers.
In the article “Corporate Travel Agents for Hotels to Gain More Business Travellers” you will find out more about the role of a business travel agency, their importance for those operating in the hotel industry, and examples of eight of the most important corporate travel agents that you might wish to target or work with.
Corporate travel is a growing market, which many hotels are looking to capitalise on. By using the seven tips listed in this article, you and your hotel can take steps to attract corporate travellers and/or their corporate travel agents.
More Tips Regarding Corporate Travel
The corporate travel market is receiving an increased focus from many in the travel industry, partly business travellers often spend more money on their travels, especially when their costs are covered by their employer. However, more importantly, business travel is growing, thanks to factors like globalisation and the availability of flights. In the following articles you find more information about the corporate travel market:
- What You Need to Know About Corporate Travel Management
- How to Select a Good Business Travel Management Company?
- Travel Management Company: Benefits of Using a TMC Company
- The Latest Business Travel Trends Business Travellers Desire