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Archive Category: Business travel

TripCase to integrate with agency systems and policies

Sabre Holdings has stated that TripCase will be the first consumer mobile and web solution that integrates with the systems and policies used by travel agencies, travel management companies, and corporations.

Southlake, Texas-based Sabre has enhanced TripCase to offer travellers a complete on-the-go travel management product. It will offer access to travel documents, expense reporting, agency and corporate messaging, navigational capabilities, in-policy bookings, traveller extras, and trip eInvoices and eTickets in more than 20 languages.

The company expects to bring the first set of capabilities to market through TripCase in Q1 2012 and will deliver additional capabilities throughout the year.

Sabre highlighted that its global research of all traveller types shows travellers are demanding increasing levels of personalisation, convenience and functionality from their mobile devices.

John Samuel, senior vice president of Sabre Studios and Traveller Solutions group, said, “The data tells us that travellers increasingly mix leisure and business trips.” For its part, TripCase allows travellers to do so by allowing attractions, business meetings, and restaurant reservations in their itineraries.

Samuel mentioned that TripCase empowers agents to better serve travellers throughout their trip, providing information and tools at the right time in their trip. Policy reminders, baggage claim information, and thank you messages are examples of the way agencies will be able to interact with their travellers.

Samuel said agents can also use TripCase to proactively respond to anticipated requests like a flight change from a missed connection, often before the traveller has requested it.

As per the plans, TripCase will recognise agency imported trips and these bookings will be credited to the agency. There will be new storage capabilities that will allow agencies to save and retrieve e-invoice and e-ticket documents. Travellers will also have access to this documentation via TripCase.

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Christophe Peymirat to lead EMEA and APAC operations of Egencia

Travel management company Egencia has appointed Christophe Peymirat as senior vice president Egencia EMEA & APAC, following the departure of Christophe Pingard.

Peymirat, who joined Egencia at the start of the organisation in 2000, will now lead both EMEA and APAC operations of the company.

He will continue to report directly to Rob Greyber, president of Egencia.

As part of the original team, Peymirat has held several positions in sales and marketing. He launched and led the Egencia UK business operations, based in London from 2005 to 2010, before returning to Paris to serve as the vice president of global marketing.

In EMEA and APAC, there are more than 750 employees.

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Propensity to act on location-based info via mobile is substantial: study

Use of mobile technology by business travellers continues to increase, opening the door for increased business traveller interaction, according to a new study.

According to a study, sponsored by Rearden Commerce, 75 percent of business travellers access the Internet via mobile phones; 58 percent of business travellers report using mobile phones to accomplish the same tasks that they would typically complete on a computer; and 42 percent report accessing the web via mobile to complete actions they wouldn't typically take on via a computer.

Other findings:

The survey found that business travellers are most interested in mobile solutions that cater to who they are and where they're currently located. With 84 percent reporting using smart phones for business use during travel, participants indicated their top three travel-related activities via mobile phone today are focused on location: mapping or finding directions (80 percent); researching local activities (63 percent); and researching destination information (55 percent).

The traveller’s propensity to act on that location-based information via mobile phone is substantial, with 30 percent reporting they would like to receive personalised offers specific to their destination.

According to Tony D’Astolfo, senior vice president, travel services, Rearden Commerce, the next wave of innovation will come from those companies that understand it’s all about a business traveller’s context and location -- where a traveller is, what they are doing and what is relevant to them, and to the company they work for, at that point in time.

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hotels.com’s HPI reports a continued rebound in business travel

Prices in major business and convention cities, including New York, Chicago, London, Paris and Beijing, has increased year-over-year, indicating that business travel is rebounding, according to hotels.com.

In common with most Western economies, global hotel prices continued their path of unspectacular recovery from the pricing trough reached in 2009. After stripping out currency changes and new hotel openings, the price hotels actually charged customers in the first six months of 2011 rose by just three percent globally, shared David Roche, global president, Hotels.com as the company released the new version of its Hotel Price Index (HPI).

Another BRIC in the wall?

If prices are sluggish in the US and Europe, or falling from external shocks, they are rising rapidly in the world’s economic hotspots.

Brazil, up seven percent, is a case in point, exacerbated by a lack of new hotels in its major cities with rates in Sao Paolo rising 27 percent. In Asia Pacific, destinations from Singapore to Sydney posted double digit price increases.

Last year’s Hotel Price Index found Asian cities to be gaining popularity amongst business travellers, a trend that is continuing. Average prices for hotel rooms throughout Asia fell by eight percent from the first half of 2010 to the first half of 2011, however individual markets in the region increased dramatically. Hotel prices in Singapore increased 18 percent year-over-year, and room rates in Hong Kong jumped 24 percent, from an average of $142 per night in 2010 to $176 in 2011.

Another part of the world that has attracted business travellers in recent years is the Middle East. However, this year’s political and social unrest related to the Arab Spring had a significant negative impact on countries in the Middle East and beyond. Falling prices were seen throughout the region, even in areas not directly involved with the uprising.

Following is a list of global cities popular with business travellers:

(The HPI is based on bookings made on hotels.com and prices shown are those actually paid by customers (rather than advertised rates) for the first half of 2011. The report largely compares prices paid in 2010 with prices paid in 2011).

“We’ve been following what has driven this in the last two HPI reports. Business and convention travel has staged a revival, filling hotels and prompting recovery. Global spending on business travel is projected to grow another 9.2 percent in 2011, according to the GBTA Foundation’s latest report, with all four BRIC countries outpacing the more developed economies,” shared Roche.

He added, “However, as demand has increased, so has supply, which acts as a brake on prices.”

There are still nearly 6,000 new hotel projects in development around the world, adding more than 900,000 hotel rooms.

Another feature of this report is how currency exchange rates have created huge variations in whether prices are rising or falling for your pocket.

“The relative weakness of the US dollar and Pound Sterling is great news for travellers paying in Euros, Australian dollars or Swedish Krona but relatively higher prices in their own countries mean that many visitors will have been deterred,” said Roche. “Thus UK hoteliers can breathe a complacent sigh of relief at the relative weakness of sterling, knowing that their own countrymen are more willing to stay domestically, and that overseas visitors find the UK more affordable.”

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Business travel prices expected to increase conservatively next year

The combination of demand and effective travel supplier yield management is to likely push rates business travellers pay up across the board in 2012.

The need for companies to invest in business travel as a means to support business growth, as well as travel providers’ discipline in managing supply, will likely lead to increases in business travel prices paid worldwide in 2012, according to American Express Global Business Travel. Business travel rate increases are likely to be conservative in North America and Europe; however, Asia and Latin America are likely to see relatively higher increases as travel demand within and to these regions remains strong.

The has company released its annual American Express Global Business Travel Global Forecast. Highlights are as follows:

North America Airfare Projections

American Express expects steadfast capacity restrictions by suppliers will likely boost airline prices, even in the face of a potential economic slowdown, resulting in average low to middle single-digit growth in contracted rates for businesses next year.

Notably, business class airfares are expected to see the greatest increase in 2012 as airlines take advantage of business travellers needing to be on the road to secure new accounts and market expansion where opportunities exist. These increases will likely be true even if consumers opt to stay home in the face of a potential double-dip recession in Western markets as travel suppliers target business people with the classes of service and productivity-based amenities preferred by the frequent traveller community.

• North America Short Haul (Economy): 2 – 5 percent
• North America Long Haul (Economy): 0.5 – 3.5 percent
• North America Short Haul (Business): 5 – 7 percent
• North America Long Haul (Business): 3 – 5 percent

North America Hotel Projections

The low single-digit gains hoteliers were able to secure in average business travel rates in 2011 are likely to continue in the coming year as hoteliers seek to reach pre-recession room rate levels. Across the two primary business travel hotel categories of mid-range and upper-range properties, the Global Forecast predicts likely low single-digit increases in North America. Of note, metropolitan areas play a significant role in expected price increases which vary by individual city market.

• North America Mid-Range: 2.5 – 6.5 percent
• North America Upper-Range: 1.5 – 5.5 percent

“To mitigate price increases in hotel in 2012, travel managers could benefit from benchmarking rates by property tier and city as supply pipelines and travel demand vary by location,” said Christa Degnan Manning, director of Expert Insights research, American Express Global Business Travel. “Buyers should also carefully calculate and measure the value of employee productivity-enabling services provided by hotels such as Internet connectivity and business center usage, as hoteliers increasingly seek to remove these from contracted rates to drive their own revenue-generating opportunities in the face of low base rate gains next year.”

Car Rental Projections

Car rental rates in North America are expected to remain flat as a result of a highly competitive marketplace and excess capacity.

• North America Base Rates: (-1) percent – 0 percent
• North America Rate Per Day: 2 – 3 percent

“2012 is the year to aggressively target car rental contract negotiations as it promises the best opportunity for year-over-year savings in travel category management,” added Manning. “Similar to air and hotel, car rental companies are seeking to recoup average daily rate declines of the past few years with additional fees and services, so companies should particularly pay attention to mitigating those costs in ground transport by clarifying policies and educating their traveller populations on which expenses will be reimbursed.”

Europe, Middle East and Africa (EMEA) Airfare and Hotel Projections

Persistent economic anxiety underlies average low single-digit EMEA airfare predicted increases. However, travel volumes and capacity will likely vary throughout the region and result in a range of pricing changes, particularly by type of flight. For instance, long haul and business class travel is expected to see relatively higher increases over short-haul and economy as European business people go abroad to Asia and Latin America to capitalise on growth opportunities in emerging markets.

• EMEA Short Haul (Economy): 0 – 4 percent
• EMEA Long Haul (Economy): 2.5 – 5 percent
• EMEA Short Haul (Business): 1 – 4 percent
• EMEA Long Haul (Business): 3 – 7 percent

For corporate hotel rates in EMEA, the region is likely to see conservative increases; however, there will likely be declines in markets like Spain and Greece that are enduring particularly challenging economic conditions. This year the Global Forecast includes details for both upper-tier and moderate properties across 400 European, Middle Eastern and African cities, 273 more EMEA cities than included in the Global Forecast in years past.

• EMEA Mid-Range: 0.5 – 4.5 percent
• EMEA Upper-Range: 1 – 5 percent

Latin American (LATAM) Airfare and Hotel Projections

The combination of several strong economies in Latin America and consolidation among regional carriers is expected to push airfare higher overall for the LATAM region. However, country-to-country factors such as inflation and foreign exchange rates greatly impact expected pricing between destinations.

• LATAM Short Haul (Economy): 4 – 6 percent
• LATAM Long Haul (Economy): 3 – 5 percent
• LATAM Short Haul (Business): 6 – 9 percent
• LATAM Long Haul (Business): 5 – 8 percent

The LATAM hotel market is similarly bolstered by strong economies and is projected to have moderate increases at both mid-range and upper-range properties. Hotel occupancy and pricing for the region are primarily influenced by the strength of business hubs including Buenos Aires, Mexico City, Santiago, and Rio De Janerio.

• LATAM Mid-Range: 1 – 5 percent
• LATAM Upper-Range: 2 – 6 percent

Asia-Pacific (APAC) Projections

The APAC region continues to be a relative bright spot in an otherwise uncertain economic picture globally, and is expected to lead in business travel demand. As such, airfare is expected to increase significantly in the region on top of considerable jumps in prices paid in 2011.

• APAC Short Haul (Economy): 1 – 5 percent
• APAC Long Haul (Economy): 5 – 9 percent
• APAC Short Haul (Business): 2 – 6 percent
• APAC Long Haul (Business): 6 – 10 percent

“Overall the Asian market appears to be poised to continue on its growth track, and business travel activity is expected to remain strong as companies within the region and across the world send travellers there to capitalise on its economic expansion,” said Manning. “Accordingly, airfare in Asia Pacific is generally expected to rise next year, especially for long-haul flights.”

As with airfare, the increased volume of travellers in the Asia Pacific region, coupled with constrained capacity, is resulting in increased hotel rates. However, pricing fluctuations impact Asia Pacific as they do the rest of the world, with expectations for declines in some cities based on location-specific conditions. For example, Shanghai has abundant capacity, having added significantly for Expo 2010, so will likely see price declines.

• APAC Mid-Range: 6 –10 percent
• APAC Upper-Range: 6 –10 percent

“As more and more companies understand the importance of putting people on the road and its criticality to converting prospects, retaining clients, and ultimately driving growth, particularly in emerging nations, we expect to see travel prices go up,” Manning said. “As travel suppliers have learned their lessons of the past two recessions and add capacity carefully, managed travel programs have to help companies strike the balance between increasing budgets to keep up with price hikes and business opportunities while reviewing policies and tools to most cost-effectively support the productivity and engagement of employees needing to hit the road next year.”

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Many suppliers will implement slight to moderate price increases in 2012: Egencia

Corporate travel experienced moderate growth throughout 2011 as companies continue to cautiously reinvest in this important aspect of their overall business, albeit with an ongoing focus on cost control and efficiency. This rebound in corporate travel is likely to continue into 2012, according to Egencia.

Egencia forecasts that many suppliers will implement slight to moderate price increases in 2012, coinciding with a limited increase in travel demand based on modestly improving market conditions.

Based on Egencia’s 2012 Global Corporate Travel Forecast, airline average ticket prices (ATPs) overall for business travellers to top business travel destinations are expected to be:

Slightly up (4%) for European points-of-sale
Slightly up (4%) for North American points-of-sale
Slightly to moderately up (6%) for Asia-Pacific points-of-sale

The hotel environment continues to show signs of year-on-year growth relative to increased corporate demand, resulting in improved hotel occupancy worldwide. In key destinations for 2012, Egencia forecasts average daily rate increases in:

Europe (up 2%)
North America (up 5%)
Asia-Pacific (up 7%)

“As of today, we haven’t seen business travel slowing down for our clients. During these uncertain economic times, companies remain cautious but, so far, haven't shown willingness to reduce overall travel spend. That being said, they are ready to take action if needed,” said Christophe Peymirat, Vice President, Global Marketing, Egencia. “The objective of our annual forecast is to provide companies with insights that can be leveraged to positively influence their 2012 planning and negotiations. So they can effectively save in the coming year.”

Europe Outlook

“Next year, air and lodging trends will be moving upwards, so the negotiating climate will be challenging for buyers,” said Germain Huber, Vice President Supplier Relations & Consulting, Egencia Europe. “That being said, there is still room for savings by leveraging the negotiating power of a TMC, booking airline tickets in advance, requiring pre-trip approvals or enforcing travel policies rigorously. And this is where Egencia technology turns out to be very helpful.”

ATPs

European businesses are slowly increasing travel demand both domestically and internationally; air prices for business travel will remain slightly up for flights to top business destinations with a few notable exceptions, including Paris, Marseille, Frankfurt, and Milan.

For full report, click here.

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Companies to pay more for plane tickets and hotel rooms next year: report

Companies in North America (N.A.) and Asia Pacific (APAC) are expecting airfare and lodging rates to climb next year and bracing for these increases by upping their travel budgets, according to a report.

Negotiations with airline and hotel suppliers for 2012 were also tougher this year – with buyers citing stricter volume commitments and expecting less generous discounts, according to a recent survey of North American and Asia-Pacific based travel buyers by the GBTA Foundation, the education and research arm of the Global Business Travel Association (GBTA).

Highlights from the GBTA Annual Industry Pulse Report include:

• With the exception of domestic car rentals, buyers expect average airfares and hotel rates in North America to rise between 3 percent and 5 percent in 2012. Buyers expect average rates/fares to rise between 4 percent and 6 percent in Asia Pacific.
• Buyers expect domestic airfares to increase the most in 2012:

• North America – 5 percent projected increase to average fare of $487
• APAC – 5.3 percent projected increase to average fare of $412

• Buyers also expect fares to rise in other airfare categories:

• International economy – N.A: 4.4 percent to $1,193; APAC: 5.1 percent to $1,146
• International business class – N.A.: 3.9 percent to $4,929; APAC: 4.6 percent to $3,535

• Projected increases for domestic hotels (N.A: 4.1 percent to $165; APAC: 4.9 percent to $181) and international hotels (N.A: 3.3 percent to $262; APAC: 4.4 percent to $618) are not far behind.
• In both regions, higher travel rates (N.A: 69 percent; APAC: 52 percent) and airline fees (N.A: 58 percent; APAC: 53 percent) were most often cited as the primary factors driving increases in travel budgets.
• More than half of buyers in North America (53 percent) said terms for 2012 were stricter relative to volume and market share thresholds from airlines. Somewhat fewer than half of respondents (45 percent) felt this way in APAC.
• A substantial majority of buyers said the discounts yielded in negotiations are expected to be the same or worse in 2012 from airlines (N.A.: 74 percent; APAC: 77 percent) and hotels (N.A.: 88 percent; APAC: 76 percent).
• International travel is a major force behind increases in travel spend because international trips typically cost more. Buyers projected international spend would comprise a healthy portion of total travel spend in 2012 -- 32 percent and 54 percent respectively for North America and Asia Pacific.

“Companies are attuned to the importance of travel and boosting their budgets in the face of higher rates so they can keep their people on the road. Critically, travel buyers recognise that as rates climb, the best defense is a good offense. Buyers are working to identify savings and protect their budgets through strong travel policies and strategic negotiations with suppliers heading into 2012,” said Jim McMullan, GBTA president and CEO.

When it comes to the state of the economy compared to last year, travel buyers in these regions are seeing uneven levels of recovery. For North America, travel buyers have mixed feelings on the economy: 25 percent feel it’s doing better, 47 percent feel it’s the same, and 28 percent say it’s worse. There is still positive sentiment as 90 percent believe the economy will not get worse over the coming year.

In contrast, buyers in Asia Pacific are generally more positive about their current conditions with 42 percent indicating the economy is better and only 18 percent saying its worse.

The 2012 Industry Pulse: Business Travel Buyers’ Sentiment – North America and Asia reports surveyed 307 and 409 corporate travel buyers in their regions respectively in September 2011.

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Assessing the current state of corporate travel budgets and plans

As the economy continues to loom uncertain, corporate travel managers are poised to take action to rein in costs if necessary, according to a study.

AirPlus, which surveyed 152 corporate travel managers at the beginning of September about the state of their corporate travel budgets and plan, found that respondents were nearly split when asked if they expected their company’s travel programme to feel immediate pressure to control volume/costs in light of some economic indices and public sentiment about recovery turning from flat to negative. Nearly half – 47 percent – said yes, they did expect to feel immediate pressure, while slightly less – 41 percent – said no. Another 12 percent simply didn’t know.

Those who did expect to feel pressure to make changes were prepared to pull several cost-saving levers in the next six months. More than half anticipated stricter pre-trip approvals (58 percent) and shifting more travel to web conferencing or telepresence (56 percent). Significant numbers were also prepared to implement class of service restrictions on air (44 percent) or hotel (30 percent) and tighten other air policies (34 percent). Nearly one-quarter (23 percent) were even prepared to impose a temporary travel freeze.

Among the 19 percent who said “other,” several noted strategies revolving around stricter monitoring and adherence to policy and delaying or decreasing travel, although not an outright ban of all travel.

It is in this uncertain economic climate that corporate travel managers begin 2012 corporate negotiations, balancing the potential for budget and volume cuts against anticipated rate increases.

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Business travel continues to flourish in Asia Pacific: CWT

Travel buyers in most parts of the world are facing tough negotiations as the landscape increases in complexity, highlighted Carlson Wagonlit Travel (CWT) as it released its 2012 Global Travel Forecast.

According to the company, at the same time, economic uncertainty continues in some parts of the world and has resurfaced in others, prompting increasing questions on exactly what 2012 holds in store for organisations and, by extension, for business travel.

Latin America growing rapidly, creating substantial price increases

Latin America (LATAM) will experience some of the most substantial price increases of any region across the main areas of travel spend, although a closer look reveals disparate conditions by country, with some local economies prospering and others suffering from political uncertainty and economic instability.

• CWT forecasts airline pricing to increase by about 5.8 percent in 2012, with increases in Colombia topping the charts at 7.9-11.4 percent. This is primarily due to rapidly increasing demand and limited supply in the region.
• Average daily hotel rates during the first half of 2012 are expected to increase by 9-11.8 percent, and increase by 10.1-12.2 percent during the second half of the year. Brazil could see increases of more than 24 percent in the first half of 2012 and up to a 34 percent increase during the second half of 2012.

Asia Pacific continues to flourish; prices to increase

The Asia Pacific (APAC) market is thriving, leading the way in many economic indicators and correspondingly, in business travel volumes. However, APAC travel prices will be flatter in 2012 on a quarter-over-quarter basis, given that the region was not as affected by the economic downturn as other parts of the world, and has already been experiencing strong growth rates throughout 2011.

• CWT forecasts airline pricing in APAC to increase by 3.1-3.8 percent in 2012 as a dynamic mix of legacy airlines and a growing group of low-cost carriers compete for travelers, holding down fares in the region.
• Average daily hotel rates in APAC will range from a 1.9 percent decrease to a 2.1 percent increase in the first half of 2012, and a 0.9 decrease to remaining flat for the second half of the year. APAC’s business hubs currently boast the highest occupancy rates in the world, which will present travelers with continued challenges in securing available rooms. Even so, strong supply growth across APAC will keep overall ADR growth in the region more modest than one might expect.
• Car rental rates in APAC will remain relatively flat, ranging from a decrease of 1.7 to an increase of 3.9 percent in 2012 in Australia and New Zealand, two of the primary rental car markets in the region.

North American conditions uncertain, price increases still expected

In 2012, the United States will continue to struggle with high unemployment rates and ongoing effects of the housing crisis that originated during the economic downturn, while Canada’s economy has been and is expected to remain relatively stable.

• CWT forecasts airline pricing in NORAM to increase by 3.5-4.1 percent in 2012, due to suppliers’ disciplined efforts to manage capacity even in the face of demand, ultimately resulting in fuller planes and rising prices overall.
• Average daily hotel rates in the U.S. will modestly increase in 2012, with very limited growth in Canada. As always, rates will vary widely across both countries based on geography and property type. Overall, CWT forecasts a 2.4-3.1 percent increase in the first half of 2012 for the NORAM region, and a 2.6-3.4 percent increase during the second half of the year.
• Car rental in NORAM is highly consolidated with intense competition for the business traveler, which forces suppliers to reduce or keep prices flat to retain corporate clients. Given this, CWT forecasts pricing to range from a 1 percent decrease to a 2.5 percent increase for 2012.
• M&E will continue its steady recovery throughout 2012, with a 1-4 percent increase in average group size for all meeting types, and a 5.5-6.5 percent increase in cost per attendee per day, due to strong demand and limited supply in related travel categories.

Europe, Middle East and Africa expect flatter overall pricing

A tenuous economy throughout Europe, the Middle East, and Africa (EMEA) is resulting in much flatter overall pricing expectations across the main areas of travel spend for 2012 in this region versus any other.

• CWT forecasts airline pricing in EMEA to increase by 2.1-3.7 percent in 2012, attributing the modest increase to ongoing economic challenges.
• Average daily hotel rates in EMEA will increase slightly in 2012, with a 0.2-0.9 percent increase in the first half of the year and a 0.1-0.8 percent increase during the second half. Rates will vary by market depending on local demand and occupancy rates.
• Car rental and high-speed rail are both viable ground transportation options in EMEA. CWT anticipates rail pricing to increase 3.6-4.2 percent in 2012, and car rental pricing to fluctuate by carrier due to a high level of competition, with the average ranging from a decrease of 1.9 percent to an increase of 2.9 percent.
• For M&E, CWT estimates the cost per attendee per day will decrease by 5-6 percent as more meetings are held domestically rather than internationally, reducing overall costs for attendees. Average group sizes will remain flat or down by as much as 3 percent for the region.

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“Brands forget that people do more than just purchase on a mobile device”

IN-DEPTH: If one looks at the hotel apps out there now, the majority of them are for either booking or looking up reservations. According to Judy Christa-Cathey, vice president, global brand marketing, Hilton Garden Inn, the company, which recently introduced its BizWords iPhone/iPad, is trying to break through the traditional model of mobile commerce and really trying to engage with its guests.

By Ritesh Gupta

Travel marketers are closely evaluating how travellers are consuming content for their travel requirements.

The biggest influence on how content is consumed and its influence on consumers in making travel decisions is perhaps due to rich media, video and easy-to-use reservation tools. Used right, these can combine to provide flair (engagement) and functionality (getting the task done), resulting in more bookers.

Traveling is by definition a mobile endeavour – any tool that provides passengers with up-to-date information about his/her itinerary in an easily accessible and visually appealing way, wherever the traveller might be at the time he or she is looking for the information, will certainly contribute to a satisfactory travel experience and potentially also to the passenger becoming a repeat client of the corporation providing this tool.

In the case of apps, they definitely need to have unique value propositions for travellers, especially considering that mobile usage indexes very high with both business and leisure guests. And some travel companies are responding to this with interesting initiatives.

Recently, Hilton Garden Inn launched BizWords, a new interactive iPhone/iPad app, to help business travellers better navigate business jargon and acronyms that have become common in the workplace. The free app will also serve as a professional social network and a practical tool for on-the-go business travellers.

Brand Connection

The BizWords app was developed as an extension of the brand’s “We Speak Success” positioning, combined with the insight that business professionals have created a unique lexicon of words and phrases.

“The goal behind that app is to build a deeper brand connection with our mobile users. Bizwords goes beyond simply serving up a display ad or keyword and more into the territory of establishing a true voice of the brand with our guest,” Judy Christa-Cathey, vice president, global brand marketing, Hilton Garden Inn told EyeforTravel’s Ritesh Gupta in an interview.

“We’re fun, down-to-earth and helping our customers succeed is at our core. Engagement is the key metric when looking at the success of our App. We’ve had over 1,200 words added by our users into Bizwords,” shared Judy.

Focus

“We developed the BizWords tool to give them (users) a platform to connect, share, and have fun all while giving a wink to the business-speak we’ve all become accustomed to using,” said Judy.

According to Judy, as of now, the hotel industry is mainly focused on driving revenue when it comes to apps and mobile web.

“If you look at the hotel Apps out there now, they’re for either booking or looking up reservations. Brands forget that people do more than just purchase on a mobile device. Our customers love to connect with others, play games and have fun - and that’s what is at the core of this App. We’re trying to break through the traditional model of mobile commerce and really trying to engage with our guest,” said Judy.

The BizWords app also contains a link to the Hilton Garden Inn mobile booking application, which will allow users to easily make hotel reservations on-the-go.

Maturity level

Judy says currently there are apps to do everything.

“For HGI, we wanted to be both fun and engaging but also a resource – and that’s what we’ve accomplished. Bizwords is a true living dictionary of business jargon. We encourage our users to explore all of the terms that have been entered /coined across the country – and even play along during the day,” said Judy.

“Our biggest challenge is breaking through the clutter. There are so many Apps out there, that it’s more and more difficult to spread the word. A good marketing & PR plan helps us out along the way,” added Judy.

Content

The app features a crowd-sourced collection of trending business buzzwords and phrases from across the country, and the hottest local terms – all of which can be viewed on a dynamic virtual heat map of the U.S. Users can add their favourite business terms and acronyms by simply entering the word and a definition – a leader board tracks business buzz words frequency.

Other app features include a word detail screen, which offers an entertaining definition and use of the word or acronym. This screen will also be home to a virtual map of the United States that displays areas where the game is being played and how specific words are trending across the country. To encourage friendly competition among users, a leader board will display the top 25 app users, allowing other players to view their business cards.

As far as content consumption is concerned, Judy says, “People want to learn but also have a little fun. If you look through the App store, games are the most popular downloads out there – so we’re trying to address those needs on both fronts. We all know conference calls and meetings can sometimes be a bore. This is a fun way to make them a little more interesting but also feel like you’re learning new lingo and have a resource for later.”

“Our expectations are that people will continue to engage with Bizwords. That they’ll look up buzzwords, coin new ones along the way and play along with coworkers. This is not really a niche – this is the reality of the business world. We all hear the corporate speak and that person in the office who’s dropping acronyms every other sentence. Everyone can play along…,” added Judy.

Location

There are still huge unmet consumer needs across the trip lifecycle, so there’s many ways to create compelling consumer experiences on mobile devices.

Mobile also opens the doors to creating entirely new services and experiences for consumers based on their location, which has exciting implications for in-trip experiences.

The travel industry needs to become more “context aware”. No longer is it sufficient to just know the physical location of the user and one has to be aware of other nuances in order to provide the complete experience.

Judy agrees and says this is absolutely important from the hotel perspective – being able to dive deep into preferences and expectations are important to deliver upon a unique and customised experience. At the same time, Judy added, “From the Bizwords standpoint, it’s less so. This is a fun game for all business travellers. It’s nice to know demos and other nuances of our users – but the language of business seems to be the same across the country.”

Overall, travel companies need to know their customers and provide them with the easiest and most efficient way to engage and also do business with them.

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