EyeforTravel Research Case Study
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Egencia: Addressing the mobile needs
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of the business traveller
Key Highlights:
Egencia is a full service
T
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g
y
provider, the corporate travel
• Egencia has undertaken a truly global strategy. By rolling out
division of Expedia.
mobile ini�a�ves that leveraged capabili�es in the US and
European markets, they now have a coherent mobile strategy and
“Egencia’s goal is to deliver
a set of compelling offerings that can be rolled out to further mar-
powerful technology
kets in which they operate.
combined with first class
service. Our mobile offering
• Egencia understands that the key to developing a compelling mo-
is a meaningful complement
bile offering is to understand the real needs of their customers and
to this focus.”
not to embrace assump�ons nor presump�ons about what their
customers want
Jennifer Wolfe, Egencia US
Why did Egencia consider Mobile to be a valid investment?
What’s important to
Egencia?
Egencia increasingly received requests from their customers (travel
buyers) looking for ways that they may be able to keep in touch with
• To be ahead of the
their customers (business travellers) as they are on-the-go. They
game when it comes to
believe that from the evolu�on of cellphones to smartphones,
technology while thinking
the level of connec�vity and content available to their par�cular
about the evolving needs
customers has led to strong cravings for meaningful informa�on.
of clients.
• The heart of Egencia’s
These recent changes led to them to try and take advantage of this
mobile strategy is serving
by being proac�ve in mee�ng their customers’ expecta�ons.
peoples’ genuine needs
It’s incredibly important to have the right informa�on available to trav-
through the understand-
elers while on the road.
ing the real-world use of
mobile technology.
In terms of bringing things together, they started with a bo�om up
capability based strategy in par�cular areas. They looked at how peo-
ple used mobile connec�vity to access informa�on in certain areas of
the world.
“You cannot just push They supported their strategy with surveys and market research which
technology through showed a clear willingness and desire of travellers to get more infor-
technology. You need to ma�on on their devices.
clearly explain benefits
to KOLs in terms of travel
What are the characteris�cs of the corporate traveller?
managers. Then when
people start using the
A corporate Traveller’s plans o�en change. I.e. a trip may be planned
technology and liking it,
and then mee�ngs are cancelled/delayed or they may stay a day late,
they recommend it to
leave early and so forth. They are also restricted in terms of providers.
others and usage grows.”
They need guidance to stay within policy and need a decision frame-
work. Also, the travel managers like to keep an eye on the traveller at
Simon Tam, SVP of Product
all �mes. With leisure, the traveller is on their own. Corporate travel
and Technology, Egencia
is about pre-emp�ng and preven�ng problems from arising and being
very pro-ac�ve about this.
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