Corporate travel is getting personal

A corporate travel management company is aiming for a market of one. Carlson Wagonlit Travel and has teamed up with brand strategy and design firm Siegel+Gale, to explore the impact of ‘personalisation’ on business travel. A new film highlights the tools and technologies that could take corporate travel from mass-market to markets of one – a term coined for a level of personal preferences and service. Figures produced by CWT claim that 67 per cent of travel managers consider personalisation a high priority, while 87 per cent believe customised offers could have a positive effect on traveller satisfaction. Peter Ashworth, CWT’s senior vice president for Central and Eastern Europe, who spoke at GBTA Europe, said: “Over the past decade, TMCs have shifted from simply providing travel bookings to developing personalised travel solutions. The demand for ever-increasing personalisation comes from the new generation of tech-savvy travellers, and that demand will only grow. Personalisation is our industry’s future, so we all need to understand what it is and how to deliver it. That education is exactly what this video provides.” “For CWT, personalisation is about always being with our customer, whether they’re a traveller on the go or a travel manager based in the office. It’s about delivering real-time data, insights, offers and meaningful analytics which are relevant and important to them.”