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Business travel is on the road to recovery and predicted to reach 95 percent of 2019 levels by the end of 2024. However, the landscape has changed post-pandemic with new concerns and challenges affecting the accommodation choices business travelers make. Here’s how you can address these concerns to convince guests to book with you.
Business travelers assess your security and credibility from the moment they come into contact with you. A strong online reputation and complete listings with abundant reviews reassure them that your property is the real deal. There are scam listings out there, and you don’t want to be mistaken for one of them. These listings often have one or two good reviews and a slew of poor ones or no reviews at all, alerting potential guests that the listing is false. The best way to convince bookers that you’re legitimate is with plenty of positive, recent reviews.
Your booking engine also needs to reassure customers with visible security measures like displaying https, not http, in the URL. This indicates the user’s connection with the booking engine is secured through data encryption, data integrity, and authentication, which is extremely important since prospective guests are providing sensitive information. Choose a booking engine with robust security measures, including PCI certification and TLS certification.
Online safety concerns don’t end when a guest sets foot on your property as they’ll most likely be using your Wi-Fi. No one wants to be hacked during their trip, so take the necessary measures to ensure that your Wi-Fi is secure. Encrypt any data passing through your network and put a firewall in place. Your guest and back-office networks should also be separate so that if one is compromised it doesn’t affect the other.
The physical security of your property is as important as its cyber security, especially for women and minority groups. According to a 2018 survey of US business travelers, 83 percent of women reported a safety concern in their past year of company travel. Never give out room numbers or let anyone up to the room other than the person who paid for it. Rooms should have electronic locks, deadbolts, and peepholes, and the parking lot should be well-lit so that people can see who else is there.
Lastly, Covid is still hanging around, and there are plenty of new variants. Reduce the spread of germs through rigorous housekeeping and self check-in (self check-in can also eliminate those pesky plastic key cards). Employ modern hotel management software like WebRezPro that makes online check-in a breeze and includes housekeeping checklists to maintain a high standard of cleanliness across your property.
Cost is a significant factor for corporate travelers and their companies, with 96 percent of businesses introducing cost control guidelines over the last few years. You can alleviate cost concerns by offering special corporate rates, loyalty programs, and discounts for repeat business. That way, your corporate customers enjoy a good deal while your property benefits from a dependable income stream. It’s a win-win!
It’s also important to distinguish who is paying for what. WebRezPro allows you to bill companies directly rather than the guest and to split room and incidental charges between separate folios, which is handy when a company pays for the guest’s room but not their meals, for example. For group bookings, charges can be applied to either a master invoice or individual guests.
One third of US corporate travelers report that their businesses try to persuade them to select sustainable providers. Claim a share of this market by adopting sustainable practices and advertising them. Using local food and service options, implementing energy efficiency strategies (like a smart heating and cooling system), and installing EV charging stations are all ways you can lessen your carbon footprint and appeal to environmentally minded guests. And, yes, it’s time to retire those little plastic bottles and keycards.
However, consumers are becoming wary of greenwashing, so consider outside certifications for credibility and think of ways to quantify your impact, e.g., “X amount of energy saved per year since switching to LED bulbs.” Be specific.
Last-minute schedule changes are one reason corporate travelers (and whoever’s arranging their travel) wish they could just stay home. No one enjoys learning their flight has been canceled the morning they’re about to board, especially if they have a client meeting to attend.
You can alleviate these anxieties by having flexible cancellation/rebooking policies in place for those who can’t make it and offering last-minute bookings for those who suddenly need somewhere to stay (say if they miss a connection). A mobile-friendly website and booking engine are particularly helpful as last-minute bookers commonly use this channel.
Booking direct through your website should be fast and simple. With WebRezPro, guests can log in to view their reservation history and make a booking pre-set with their profile information, including access to any special rates attached to their corporate account. This makes completing a booking much faster, and they can easily modify or cancel their booking online if necessary.
The format and appearance of your booking engine matters as well. A modern user interface builds trust and shows customers that you take your business seriously. Ensure that the “book now” link stands out on both mobile and desktop and can always be accessed with a single click. Resist the urge to ask for too much information during the booking process. Guests are likely to give up if it gets too complicated. You can always ask more questions and address non-essentials in your pre-arrival communications.
Corporate travelers are often in a hurry, whether it’s because of an upset schedule or a schedule that’s a little too packed. Room service or tasty grab-and-go options are helpful for those who don’t have time to sit down at a restaurant before their meeting. Self check-in is a blessing in a rush too, allowing guests to complete registration online before they arrive and skip the queue at the front desk. They can shoot you their guest agreement from their shuttle and be on time for that meeting after all.
Business travel is tiring; meetings and jet lag don’t mix as well as one would hope. To alleviate this issue, make sure guest rooms are equipped for quality sleep. A comfy bed is a must as is promptly handling any noise complaints. Consider blockout curtains as well so the light doesn’t disturb your guests in the early morning. You can level up by offering sleep tourism extras such as pillow menus and diffusers.
Business travelers need to know that your property will have what they need. Standard amenities include meeting rooms, ergonomic chairs, printer access, and of course, free Wi-Fi. Most hotels offer free Wi-Fi nowadays, but it never hurts to say so on your website and promote your other business facilities.
Consider leisure amenities too. They’re not only important to bleisure travelers; they also give business guests a chance to relax and recharge. A massage or smoothie by the pool is the perfect way to deal with that computer neck pain.
Eighty-two percent of American companies use AI to assist with planning and booking business travel. However, AI isn’t foolproof, and they know it. If you use AI tools such as a chatbot for your own website, booking process, or guest communication, test them regularly to confirm the answers they provide are correct. You are responsible for the results if guests take action based on bad information from your chatbot, and those results could find their way into your reviews.
Business travel is once again on the rise but the landscape has changed. Make sure your property wins your share of business bookings by addressing current concerns to create a positive guest experience and earn loyal customers.
