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You've probably heard the terms “Corporate Traveler” and “Bleisure”, which refer to business travelers who enjoy leisure travel. Nowadays, business travelers are looking for experiences that are efficient, comfortable, and personalized.
In this article, we will explore corporate travelers' main trends and needs in the digital age, a segment that has grown considerably in the post-pandemic period.
What is a Corporate Traveler?
A corporate traveler travels for work, representing their company at events, meetings, conferences, training, and visits to clients or branches, among other business-related activities. Unlike leisure travelers, corporate travelers have specific objectives and deadlines to meet during their trips.
Characteristics that define a Corporate Traveler
- Professional Purpose: The main reason for the trip is work-related. Whether it's to close a deal, attend a conference, or carry out an audit, the focus is always professional.
- Frequency of Travel: Many corporate travelers travel frequently, either nationally or internationally. Depending on the sector, some professionals may be on the road several times a month.
- Specific Needs: They need services that allow them to continue their professional activities, such as high-speed internet access, meeting spaces, and printing services, among others.
- Planning and Efficiency: Travel is generally well-planned, with detailed itineraries and strict timetables. Efficient travel and punctuality are crucial.
To meet the particular needs of Corporate Travelers, it is important to pay attention to all these specifications, which will be mentioned below:
Connectivity and Technology
Today's corporate travelers expect to be always connected. This means that hotels and other travel service providers must offer high-speed Wi-Fi and other technological solutions that allow professionals to continue working efficiently, even when they are away from their offices. Connectivity is not just a convenience, but a fundamental necessity.
Flexibility and Personalization
Flexibility is crucial for the modern corporate traveler. Last-minute changes to travel plans are common, and hotels that offer flexible cancellation policies and the ability to easily change reservations score big points. In addition, personalization of services, such as room offers tailored to the traveler's preferences and recommendations for local restaurants or activities, can make a big difference to the guest experience.
Sustainability
Sustainability is a growing concern among corporate travelers. Many professionals look for companies that adopt eco-friendly practices and choose accommodation that implements sustainable measures. This includes everything from reducing single-use plastics to using renewable energy sources.
Well-being and comfort
Long hours of travel and busy schedules can be exhausting. Therefore, well-being and comfort are priorities for corporate travelers. Hotels that offer well-equipped gyms, spas, healthy menus, and quiet spaces for relaxation are highly valued. Providing an environment that allows travelers to recharge can significantly improve their productivity and satisfaction.
Safety and health
The COVID-19 pandemic has put safety and health in the spotlight. Corporate travelers expect strict cleaning protocols, contactless check-in options, and easy access to medical services if needed. Demonstrating a serious commitment to guest safety is essential to earning travelers' trust.
Simplified Travel Management
Corporate travelers are looking for simplicity and efficiency in managing their trips. Integrated booking tools, travel management applications, and 24-hour customer support are essential elements to ensure a smooth experience. Solutions that centralize all aspects of travel on a single platform can save time and reduce stress.
Impact on the Hotel Industry
Corporate travelers represent an important and lucrative segment of the hotel industry. They generally spend more per night than leisure travelers and have high expectations of the services offered. To cater to this audience, many hotels and hospitality companies develop loyalty programs, offer exclusive services, and invest in technology to improve the guest experience.
In December 2023 Corporate travel hit a record high in Brazil. The corporate travel and events sector generated R$118.7 billion in the year, according to the Corporate Travel Survey carried out by FecomercioSP, in partnership with Alagev. This amount represents 11.4% more than the previous year (2022).
Understanding the profile and needs of corporate travelers is crucial for any company that wants to attract and retain this audience. Offering services that make life easier for traveling professionals, guaranteeing connectivity, comfort, flexibility, and security, is key to standing out in the market.
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