Execs may be sceptical introducing a platform that is historically aligned with out-of-work behaviour
for TMCs to create joint FB@Work ac- counts for their clients to chat and liaise with relevant travel consultants.A TMC may have several FB@Work accounts, with individual members of the group being travellers from a particular client.”
SHARING KNOWLEDGE Within large organisations, more ‘chat’ with travel buyers may lead to more discussion regarding travel policies, knowledge sharing among staff, or even Airbnb-style accommodation sharing. Kate Fitzpatrick, digital strategist at online marketing specialist E3, says: “A raft of SMEs [small- and medium-sized enterprises] have been using Facebook – in the traditional sense – for work, for quite some time. They have made the most of group and event functionality to create collaborative working groups, and this looks like where FB@Work may be heading. “For instance, a logistics client we’re
currently working with introduced Yammer to a set of remote employees, doing broadly the same roles, but dis- persed across the UK. I think taking this example and applying it to travel is interesting.” She also believes FB@Work could lead to an increase in merging sales of business travel with leisure. Raj Sachdave, head of auxiliary part- nerships and innovation at Capita Travel and Events, is a bit more circumspect: “Anecdotal feedback is that any reference to the Facebook brand for most corporates would be greeted with a ‘no’, and ‘it’s banned from the office environment’,” he says. However, he concedes that “social environments are a way forward that can complement business travel. Travellers
BUYINGBUSINESSTRAVEL.COM
want to share information on how and where they’re travelling; today’s traveller is one that shares his/her knowledge.” If the pilot proves successful, no doubt
app developers will be queuing up to help create tools for TMCs to interact with a company’s employees. Eddie Bent, managing director at E-Strategy, says: “For multi-location organisations, there’s an opportunity for employees to share knowledge, ideas and tips for the greater benefit of the organisation and its customers. It could lead to employees staying at each other’s proper- ties in different locations.”
PRIVACY ISSUES However, data privacy could be the main stumbling block. “Its appeal to a multina- tional could be limited,” notes Fitzpat- rick. “It could be a tough sell to execs who may be sceptical introducing a platform that is historically aligned with out-of- work behaviour. It will mean companies will have to think hard about how they manage these platforms if they want them to remain useful and productive.” Capita’s Sachdave also has concerns.
“As a social platform, Facebook serves its purpose but, despite reassurances, there would be concerns around privacy, data protection and possible overlap between private and work place profiles,” he says. Amadeus’s Golledge adds: “In the
corporate world, data privacy is key. Organisations would have to be certain their employees’ data, including the content of conversations, isn’t in danger of being used by a third party.” And E-Strategy’s Bent says: “My
primary concern is how Facebook’s con- fusing and frequently changing privacy policies would affect the level of which internal documents and messaging, for example, would remain confidential.” Business travel players may benefit
from FB@Work through greater interac- tion, collaboration and potential for sales, and it could be seen a logical progression of the consumerisation of technology in the workplace (think iPhones eating into BlackBerry’s market) – but it looks like it will be the IT and legal departments that have the final say on whether they ‘like’ the initiative.
IN BRIEF
■ Traveldoo has announced the integration of Conferma’s virtual card number (VCN) technology into its travel and expense platform. Travellers with the expense management firm will now be able to book hotel and low- cost carrier services using Conferma- powered VCNs, in the form of a credit card guarantee.
■ Public transport operator Transdev has acquired UK-based firm
Cabfind.com for an undisclosed sum.
Cabfind.com, which is headquartered in Wirral, had a turnover of £17 million in 2014, provides transport-on-demand cars and coaches to more than 120 corporate accounts.
■ Travelport has announced that Virgin America has signed up for its Rich Content and Branding solution. This allows airlines to market and retail their products, controlling how their product is visually presented and described to travel agents.
BBT MARCH/APRIL 2015
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