Will Tate, Partner, GoldSpring Consulting
When we first stretch a rubber band, we can feel the
pressure and see the elongated outcome. Some of us (yes, me!) may stretch it
back and forth just for the fun. And, we know that the band will snap back with
equal kinetic force when stretched. But are we ready?
The past two years focused on four important changes in our
managed travel programs. First, we repatriated travelers, then recaptured the
value of previously paid tickets, then reassessed the value proposition of
travel. Lastly, many organizations reinstituted some form of pre-trip approval to
ensure timely and accurate safety information and the reuse of airline tickets.
As we emerged from the pandemic our industry seemed to move
towards a “quiet” period. Many organizations were grappling with the new travel
landscape and pursuing a more “status quo” or maintenance type of travel management.
Many literally seemed to follow Winston Churchill’s advice: “If you’re going
through hell, keep going.”
We adjusted to work from anywhere, with a renewed focus on
work-life balance. When combined with society’s instant gratification and
global knowledge at our fingertips, we may better explain the loss of patience
when things are not as we expect or desire. Organizations are in a full-on war
for talent, tilting the leverage to the prospective employee. It also feels as
if we’ve arrived at a social agreement that travel builds businesses.
So, we have arrived at the present. The kinetic energy is
snapping us forward, perhaps even with more force and speed than most
anticipate. Consider 2023 the year of the expanded traveler experience in these
key areas.
- Traveling profiles – Your personalization
follows you through all trip touchpoints and expands to workout options, dining
suggestions, loyalty preferences, etc.
- Loyalty additions – Lounge access,
upgrades, etc. to alleviate trip disruptions
- Customized planning tools – Infrequent
travelers may need more education and support in advance. Travel volume changes
(more or less) could add/remove road warrior benefits.
- Dynamic profiles – Real-time adjustments
to travel policies by individual with the goal of reducing stress, creating
more efficient trips and showing instant value and appreciation.
- Enhancements to DE&I – Should you
choose to self-designate an identity (gender, racial background, LGBTQ+ status
mental or physical challenges), systems can then automate, customize and tailor
information for your unique needs and concerns.
- Artificial intelligence and machine learning – Using all the above to tailor offers (pricing, services included, amenity
enhancements, etc.)
This combination, working in concert, permits the ultimate
enhanced traveler experience—no need for booking. Systems can read texts,
chats, emails, calendar appointments, sales systems, etc. to craft a proposed
trip—one that balances the traveler’s preferences with the company policy and
gets smarter with each choice. Take care as you release the back of the rubber
band—that pent-up tension may snap at a speed and force that take us by
surprise.