EyeforTravel Research Case Study
Promo�ng use
Egencia has communicated with poten�al users about the portal. They
first tested to ensure that travellers found the tool simple and useful..
“Our mobile portal requires
Then they used various channels to promote it:
that travellers proac�vely
go to it to garner meaning-
• The website is key as they currently have 82% of bookings coming
ful informa�on. Therefore,
through website in the EU, and 90% in US.
it requires more traveller
• They also use their physical account management team to get the
educa�on and promo�on to
travel buyer on board as an advocate for the technology who push-
ensure travellers are aware of
es it to the arranger who pushes it to the traveller. Arrangers are
the service.”
slightly less typical in the US.
– Arnaud Le Masne,
• Much easier to push the project now the portal is combined with
Egencia Europe
the alerts.
It all comes back to the needs of the customer…
Egencia emphasise that the key driver behind their mobile strategy has
to come back to the way travellers actually work and want to work, and
“The key is how these services
then to address those needs. They focused on what makes the current
can be provided by people vs.
life of a business traveller just a li�le bit easier.
technology. A careful balance
is required between what
Egencia’s mobile move is based on the need for business travellers to
informa�on is provided by a
get more informa�on and react quicker to an evolving situa�on.
person vs. pure technology.
The technology must become
Going forward?
more useable and interac�ve
much like what service people
The portal will be rolled out across the en�re client base. Egencia will
get from talking to one an-
con�nue to gather and monitor data from travellers to enhance the
other if it indeed is to be well
portal’s func�onality in the future. There are other ideas in the pipeline
u�lized.”
but it all depends on how the portal is being used in phase one. They
– Simon Tam, SVP of Product
are collec�ng more informa�on before changing pace.
and Technology, Egencia
Expanding the offer with more content is considered key at this point.
Egencia has highlighted that a detailed i�nerary is basically the most
important content e.g. a map from the airport to the hotel to enable
travellers to know where they are going when they pick up their rental
car. However…
“Mobile portal is not only about i�neraries but made up of a number of
bits of valuable func�onality.”
Maps and having a loca�on-aware ability to the service is considered
really key.
Today the service is air focused, but they are considering incorpora�ng
rail, hotels etc.
“The most important func�on is probably not booking despite being
sexy”… “as there are a lot of other different services and offers”
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