Engaging With Your Travelers
It’s important to start readying your travel program and communications for when your travelers need to start planning, booking and traveling again.
We know the travel landscape will change, so now is the ideal time to review your travel assets, refresh the content and tone, and ensure travelers know where to find information and what to do before they start traveling again. Their expectations for a travel program have likely shifted as the pandemic has upended the traditional workday, replacing heading to the office or flying to a business meeting with logging into Skype and setting up a web conference. What does that mean for travel programs?
It means that travel managers will need to adjust their programs to adapt to this new future, and we see several essential areas to consider:
Travel Program Branding
Does your travel program have a strong identity that your travelers know and trust?
Create an identity, aligned to your corporate brand, to build brand recognition and authority. This makes your communications more impactful and more likely to grab attention and resonate with your travelers.
Refresh your intranet
Review the content on your site to ensure it's relevant to today's current situation. Think about site navigation and how you can simplify your site. Add enhanced content, updated documents, and ensure easy navigation to essential information.
Refresh your Online Booking Tool
Even though travel is on a hiatus, now is the time to think about how to place impactful and targeted dynamic and static messaging throughout the booking process to help educate and nudge travelers towards the right decisions at the point of purchase. Start thinking now about what messages will be relevant to your travelers when they get back on the road.
Learn how to use merchandising techniques and behavioral economics theory to enhance your booking tool, creating a consumer-friendly "shopping" experience, using your travel program branding.
Review and Update your Travel Policy
Is your policy easy to access and understand? Is it up to date?
Take some time now to fully review your policy. With benchmarking, you can assess how your policy stacks up to the travel policies of companies in similar sectors. Recommended enhancements and a policy rewrite ensures that it is modern, engaging, effective and best-in-class.
Create a policy video or one pager
Business travel policies have an important impact on work-life balance and productivity. They also affect how well you can attract and retain talent. If your policy is outdated and unclear, it is not going to create trust among your travelers. In the wake of the COVID-19 pandemic, travelers want to know that their company is doing everything they can to ensure their health and safety with a modern, robust travel policy.
To help your travelers access and digest your policy, create a visual one-page infographic or 60-second animated video to highlight the key points of the policy and what they need to know to get started in travel. Include a link from the infographic and details in the video to the full policy, hosted on your intranet.
In the next several weeks, we'll be exploring how travel policies will change in the coming months and provide insights and best practice from our clients.
Create a Communications Roadmap
Encourage your travelers to use the tools you have made available to them.
Promote the benefits of using your OBT and mobile app. The more people using your tools when travel returns, the more impactful your messaging will be.
Right Message, Right Time
Today's travelers are savvy digital consumers and in order to reach them successfully, your communications strategy needs to reflect that fact.
Focus on the benefits of using the travel program in your messaging and highlight the added value and enhanced features that will make their booking process and trip management seamless.
Know your travelers and the channels they live in. Prepare emails or social posts to promote and link to your updated content, and most importantly, to direct travelers to the information and documents that they need, when they need it.