The data is clear: If companies fail to develop a mobile travel program, their travellers will do it without them. Travel buyers, however, can tap travellers' growing appetite for mobile to improve compliance, data and traveller satisfaction.
Further proof that mobile is here to stay: A third of business travellers are Millennials, Mobile Travel Technologies CEO Gerry Samuels said at The BTN Group’s recent The Beat Live conference. By 2020, though, “mobile-centric” Millennials will account for half. What’s more, mobile is hot in developing markets, as evidenced by growing travel management companies like China’s mobile-focused Qunar. “Mobile is just simply the way that people access online,” Samuels said.
But mobile technology doesn’t have to be a hindrance. Rather, a proactive one can contribute to travel program goals like compliance, traveller service, influencing travel behaviour and gathering data. Start by determining and prioritizing what you want your mobile strategy to accomplish: traveller satisfaction and/or compliance, ability to influence traveller behaviour, en route support, data gathering, security. And that’s just a starter list.