Winning Business Travelers with 7 Proven Techniques
If you thought competing against OTAs for guests was difficult, try competing against non-travel businesses. That’s right, there’s a growing number of companies outside of the travel industry partnering with OTAs to sell to business travelers. Examples include finance companies Citi Bank launching Citi Travel and Chase Bank launching Chase Travel.
Fear not, we have outlined seven ways to compete against these players and win more business travel. Implement what you can into your business travel strategies, or if you are too busy seek help from an outside resource.
#1 Embrace Technology and Innovation
Advancements in technology are opening new opportunities for travel businesses. You can stay ahead of the curve by adopting the latest technologies in your booking and management systems. Assuming you are already implementing a user-friendly booking platform and integrated payment solutions, now is the time to take it up a notch. Enlighten savvy business travelers with a simplified contactless check-in process via SMS text messaging, or close more meeting deals with a chatbot and answer repeat questions with ease and automation.
#2 Cultivate Direct Relationships with Business Travelers
Forge direct connections with corporate clients and business travelers. Unlike OTAs partnering with financial institutions, you have the advantage of providing personalized services and building strong, lasting relationships. This all starts with a website and dedicated landing page that appeals to business travelers. Then with a customizable booking engine, you should have the ability to collect key data points or custom fields to personalize their company’s stay at the property. Using that data, you can tailor special packages, marketing, or amenities to the needs of business travelers.
#3 Leverage the Power of Loyalty Programs
Tailoring loyalty programs to meet the needs of business travelers requires strategic thinking and attention to detail. By leveraging data from custom fields in your booking engine, you can create a loyalty program that directly addresses their preferences. Consider offering perks such as complimentary Wi-Fi, early check-in or late check-out options, access to business facilities, room upgrades, and exclusive discounts on future bookings.
Check out rezStream Rewards and learn how we’re rewarding our customers for their loyalty to us.
#4 Showcase Unique Experiences
Set yourself apart from the competition by offering distinctive experiences. Capitalize on your local knowledge of the area and connections you’ve made to provide insider tips on nearby attractions, dining options, and networking opportunities. Provide more than just lodging, by making sure you offer event spaces that allow them to organize networking events or workshops. Highlight these offerings on your website and in your marketing materials. Put together a business travel itinerary guide that can be downloaded to capture the names and emails of potential guests not ready to book.
#5 Provide Transparent Pricing
One of the advantages of booking directly is transparency in pricing. Unlike some OTAs, be upfront about any fees, ensuring that your guests know exactly what they are paying for. Offer flexible cancellation policies and provide clear information about any additional services or amenities that may incur extra charges. This builds trust and confidence in your brand.
#6 Create Compelling Content
To effectively capture the attention of business travelers, your website must serve as a comprehensive resource, catering to their specific needs and preferences.
Here are key components that should be highlighted on your landing page:
- Meeting Rooms/Spaces: Detail room size, seating arrangements, technology packages, and costs for spaces.
- Group Travel Packages: Showcase offerings for renting the entire property or booking packages for groups of varying sizes.
- Transportation Access: Highlight nearby transportation services for convenience.
- Unique Property Features: Emphasize aspects that make business engagements memorable and meaningful.
Crafting a concise landing page rich in detail is crucial for attracting and retaining business travelers. Ensure content is organized for easy navigation and informed booking decisions.
#7 Foster Strategic Partnerships
By collaborating with local businesses you enhance the overall experience for your guests. Strategic partnerships can be mutually beneficial and elevate the value proposition of your property. Consider establishing relationships with nearby restaurants, transportation providers, and event venues to offer special discounts or packages to your business travelers. For instance, teaming up with a popular local restaurant to provide exclusive dining experiences or partnering with a reliable transportation service for seamless travel arrangements. Cross-promote each other to expand your reach and create added value for your guests.
Never Miss a Business Travel Booking Again
While the OTA landscape continues to evolve, independent hotel and B&B owners have distinct advantages in providing personalized experiences and building direct relationships with guests. So, it is imperative that you continue to embrace technology, focus on loyalty, and offer unique experiences. Do that, and you will not only compete, but thrive in the business travel market.