www.buyingbusinesstravel.com
Business Travel Show 2014
manage it and that is the difficult part,” he said. “The biggest threat is that, if you don’t give travellers what they need, then they will go outside. You need to have a managed mobile programme – if it’s not managed then the traveller will manage it for you.” Isabel Montesdeoca, Concur’s UK managing director, said that travellers were “trying to do their job in the most effective way they can”. “Give them the travel booking tools and policies that allow them to contribute to the conversation,” she said. “Look at where they are going and what’s the most effective way to travel, then bring all of that data back to the company. You may want to give them a price or budget to beat, rather than going to specific vendors.”
■ QUALITY IS THE KEY TO BIG DATA SUCCESS Travel buyers have been urged to ensure they receive good quality data from their suppliers by including it in their contracts. Mat Orrego, CEO of US-based travel technology firm Cornerstone, said that buyers need to secure a flow of clean and accurate information from suppliers to effectively use big data to improve their travel programmes. “You need to measure the quality of the data that is coming in before you can make any sense
of it,” he said, during a panel discussion on big data at the hosted buyer pre-show conference. “Buyers need to put it in their SLAs [service level agreements] to make sure they have really good data from suppliers, including TMCs [travel management companies], credit card companies and others. Big data is a great thing, but you need to have intent and purpose, as well as realistic expectations about what you can achieve.”
“The biggest threat is that, if you don’t give travellers what they need, then they will go outside”
Fellow panellist Catalin Ciobanu, director of innovation for Carlson Wagonlit Travel, admitted that the travel industry was suffering from data that was not ‘clean’, but that did not mean that it should be discarded. “We are not there yet with big data when it comes to travel – there is work to do,” he said. “The data is not clean but it’s not garbage – you just need the ability to understand the rules that are in place. Buyers need to ask the question that they really want answered: ‘What exactly would I want to know about my travel programme?’”
■ GAMES CAN IMPROVE BEHAVIOUR Travel buyers can improve compliance by using games that enhance employees’ status and reputation within their companies. A session on gamification at the show heard that the way to encourage travellers to stay within policy was to find ways to motivate them with rewards for good behaviour. Scott Schnaars, EMEA general
manager for gamification specialist Badgeville, said: “Some people think gamification is a big fad that will be dying off in a couple of years, but it has been going on in different forms for a long time. We now know even more about human psychology, and this can be combined with the mobile technology that everybody now has to create gamification.” He said that most employees wanted to “build advancement” within their companies and this could be harnessed within gamification processes. “Reputation within the organisation is people’s number one priority, rather than money,” he said. American Express Global Business
Travel’s Charlotte Blackwell said the TMC had been piloting its gamification platform, Go Time, with client Citrix. “We have already been seeing some positive results, even during
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