Business Travel

Insights: Hotels 360

2014

amadeus.com
Contents
Welcome 3
Introduction 4 - 5
1) Customer insights 6-9
2) Getting the job done 10 - 13
3) Enriching the traveller experience 14 - 17
4) Shaping the future 18 - 21
 Business Travel Insights: Hotels 360 2014 3

Welcome
Business Travel Insights: Hotels 360 is our latest
contribution to the conversation around business travel
and its place in a rapidly changing world. In this report,
commissioned with our strategic partner the Guild
of Travel Management Companies (GTMC), we seek
to identify key changes in the business hotels sector.
Changes around channel complexity, rate parity and
issues around systems integration and Duty of Care.
We want to help the industry understand the Success to each of these varied industry
effect that a new breed of corporate traveller is protagonists can mean different things but
having on the market: business travellers who we all agree on one point: adapting to meet the
increasingly seem to think and act like leisure needs of the business traveller is an absolute
travellers when it comes to researching and priority. The first step in this iterative process is to
booking travel. fully understand the needs and aspirations of all Diane Bouzebiba
stakeholders. So welcome to the discussion. Managing Director,
Our mission is to provide solutions that are Amadeus UK and Ireland
designed to make travel simpler and more
efficient for all. In doing so, we endeavour to
address the priorities of corporations, business
travellers and the companies that serve them,
namely Travel Management Companies and hotel
providers.

Hospitality is a rapidly changing landscape and it

makes sense to get to grips with the issues and start
thinking about how the industry can work together
to continue to serve the needs of business travellers
in the most efficient manner possible, and in turn enable
TMCs to demonstrate their knowledge and value to
their customers.
The Guild of Travel Management Companies players can make a difference. Whether thats
is committed to developing insight and more efficient and streamlined processes, the
understanding that is greatly valued by our TMCs key enabler role in Duty of Care or the
members and the wider industry. With Amadeus development of new TMC services that will enrich
UK and Ireland were working to deliver this the traveller experience.
insight and map out pathways to the future.
This is the beginning of our strategic partnership
Clearly, TMCs remain central to the future of and an unfolding conversation that enlightens,
managed travel, and through the research inspires and demonstrates the value that
that went into this report; we look at where together, we continue to bring to the customer. Paul Wait
our members can bring their expertise to bear Chief Executive,
for the benefit of customers. We also explore Guild of Travel Management
areas where greater cooperation across different Companies
4 Business Travel Insights: Hotels 360 2014

Introduction
What are the big trends shaping the future of
hotels and business travel and how can the
key stakeholders in the industry work together
to deliver value to both the business traveller
and the corporation?

Hotels 360 builds on the Amadeus UK Business
Travel Insights series to focus on the hotel-
related aspects of business travel. Fresh
independent research into the hotel needs of UK
business travellers is complemented by insights
drawn from focus groups and discussions with
knowledgeable industry stakeholders including
Amadeus, The Guild of Travel Management
Companies (GTMC), the Institute of Travel and
Meetings (ITM) and representatives from leading
global hotel providers.
The picture that emerges is one of change
and complexity: business travellers, Travel
Management Companies (TMCs), corporate travel
buyers and hotel providers alike are waking up to
a world with more channels and more choice than
ever before.
Achieving value for money from every pound
remains a strong priority and online booking
tools, supported by automated and streamlined
processes, are seen as key to delivering this
value. Duty of Care emerges as another core
priority, with all the industry stakeholders
involved in this report considering how they can
fulfil their obligation to safeguard the traveller.
Business Travel Insights: Hotels 360 2014 5
The rise of the always-on, connected business
traveller creates new opportunities to improve
processes. As well as enabling better booking
experiences, participants in the consultation
leading to the publication of this report see
mobile technology as a valuable tool in providing
Duty of Care. Throughout the report, stakeholders
also consider how wider trends, such as the
consumerisation of business services, will impact
business travel.
Business Travel Insights: Hotels 360 aims to
provide fuel for an informed conversation
about the future: a conversation that builds on
determination among all the stakeholders to work
together to deliver real value for the customer.
We see new technology and commercial
models entering the managed travel
space which are influenced by the changes
that have occurred in recent years in
leisure travel.
Peter Waters,
Director of Hotel Distribution,
Amadeus
UK Hotel Business Insights: methodology
Amadeus UK and Ireland carried out a number of research and consultation
activities across the key stakeholders in the UK business hotels sector
through September and October 2014.
This included independent research carried out by Audiencenet among a total
sample size of 445 adults. Fieldwork was carried out between 9th and 17th
September 2014. All travellers surveyed work for companies with 250 or
more employees who book their travel through a TMC or an in-house travel
team. Each traveller would be subject to a corporate travel policy and has
travelled at least twice in the past year.
Amadeus also conducted stakeholder roundtables co-hosted with partners
the Guild of Travel Management Companies, the Institute of Travel Meetings
plus a number of consultations with leading international hotel providers.
6 Business Travel Insights: Hotels 360 2014

1) Customer insights
Business travellers and corporate travel
buyers give their perspective
 Business Travel Insights: Hotels 360 2014 7

The conversation on the future of hotels and

business travel starts with the customer.
This section focuses on the experiences
and priorities of groups of customers: UK
corporate travel buyers, as represented by
the ITM and over 440 UK-based business
travellers. 8%
claimed travel
is unimportant

Travelling for business

Despite successive years that saw travel budgets
come under intense scrutiny as organisations

50%
sought savings on T&E costs, business travellers
remain convinced of the benefits of meeting
face-to-face with customers, colleagues or other
business partners. Half (50%) of UK travellers say
travelling was essential. Only 8% believe travel
is not important in helping them do their jobs. believe the ability to get
face to face with customers,
This largely positive view corresponds with the colleagues or other business
research carried out for the Amadeus report, partners is essential
Business Travel Insights 20141. This found 96%
of travellers liked business travel, with over
half (55%) finding trips interesting, 36% finding
them enjoyable and 17% finding business travel

43%
motivating.

The hotel is an important part of the trip, and

the research finds that business travellers are
marginally more concerned with the hotel than said face to face travel
the airline. Asked to pick one aspect of their is a nice to have
business travel they could have complete control
over, respondents opt for hotel choice (37%)
ahead of the ability to select the airline (34%).

Face to Face
meetings are
important to
Generation Y with

64%
saying it is
essential
8 Business Travel Insights: Hotels 360 2014

Booking tools
The research goes on to ask business travellers
about their experience of finding and booking
hotels, with specific focus on online self-booking
tools. Corporate travel buyers confirm that the
majority of hotel bookings are made via these
tools, and they report a high level of compliance.
As a participant at the Amadeus and ITM
roundtable comments:

the vast majority

of people are doing
the right thing.

4%
Only

When asked which features they would like

to import from consumer sites into business of respondents prioritised
to business tools, there was strong support being offered photos of
for reviews and/or tips on rooms and hotels, their accommodation
especially from business travellers in general.
Reviews from colleagues ranked in second place.

Business travellers are positive about the
hotels offered on their corporate travel
portals: 85% see the hotels they want
most or all of the time. Almost a quarter
can research and book their preferred
hotels on the system.
Business travellers are realists and
understand the need for travel policy
and compliance in controlling cost: the
Business Travel Insights 2014 research
found 31% of travellers saying the policy
positively affects how they view their
employer.
34%
Narrowly beating the
of business travellers who would like
control over their choice of flight
Business Travel Insights: Hotels 360 2014 9
Half (51%) of business travellers
questioned for the report understand
that the selection of hotels on their
organisations self-booking tool is
shaped by deals negotiated by their TMC
or travel department. And they see the
ability to achieve preferential rates and
negotiated deals as the number one
way the TMC or travel department adds
value.
37%
of business travellers would like
control of their hotel choice.
1
Business Travel Insights 2014, Business Travel Gets Personal, February 2014. Amadeus UK & Ireland
10 Business Travel Insights: Hotels 360 2014

2) Getting the job done

Exploring the key operational issues in the
business of corporate travel and hotels
 Business Travel Insights: Hotels 360 2014 11

This section looks in more depth at the systems and

processes that enable key stages in the business
travel and hotels process. Three areas of focus
emerged from the traveller research and consultation:
Duty of Care, rate parity and operational efficiency.

Duty of Care One of the main

The statutory obligation on companies to reduce risk for
employees travelling for business has propelled Duty of
Care to the top of the agenda for all players in the industry.
advantages of using
For Travel Management Companies participating in the
a TMC is that it allows
GTMCs Hotel Strategy Group workshop, Duty of Care is
ranked as the number one priority for delivering service to
corporations and their travellers.
companies to understand
Hotel providers approached for this report focused on the
and monitor how and
value that TMCs can bring, helping corporations fulfil their
care obligations by providing information on a travellers
whereabouts during the trip.
where their associates
The core challenge for TMCs and
are travelling globally.
corporate travel departments is Kate Archer,
to find a balance between: Senior Director, Trade Sales Europe,
Wyndham Hotel Group

(1) m
 eeting Duty of Care
responsibilities
(2) p roviding access to the best
rates for business travel,
which are not necessarily the
same as the best rates for
leisure travel and
(3) e nsuring the business
traveller has a positive
experience at every stage
of the process.
12 Business Travel Insights: Hotels 360 2014

86%
Rate parity
Every party involved in the procurement,
provision and management of business travel
accommodation agrees that rate parity is one
of the biggest issues facing the industry. TMC said they are offered the hotels
participants as well as hotel industry insiders they want most of the time
see the explosion in choice of rates as the through their corporate
single most significant change to occur in hotel booking platform
distribution over the last decade.

44% The most significant

change in the last

ten years has been
said preferential and
negotiated rates on the shift from static
corporate travel was
the top way TMCs pricing towards
add value to the
booking process dynamic pricing
or floating rate.
As more and more routes to market have
opened including hotel aggregators, hotel chain
websites and other third parties complexity Kate Archer,
has grown and the number of rates on offer Senior Director, Trade Sales Europe,
has multiplied. The result can be confusion and Wyndham Hotel Group
uncertainty as booker and buyers wonder: how
can I be sure I am getting the best rate?

69%
Concern about getting the best rate is seeing
business travellers going online to compare hotel
prices: research commissioned by Amadeus finds
45% of business travellers spending ten minutes
or more researching prices outside their corporate
system.

Rate parity is an issue for hotels too. Hotels

make their rates available through the global compare hotel prices outside of
distribution system (GDS), plus they offer their corporate travel system
negotiated rates to corporate customers. But
apparently cheaper rates can appear. A hotel
insider cautions that cheap rates may not be
what they seem. There are no better rates out
there unless someone is doing something they
shouldnt be. Naked inventory, intended to be
sold as part of a promotion, can appear in the
market: its like selling a multipack of crisps that
are marked not for individual sale.

Full rate parity will always be
more of an aspiration than a
reality. The rate alone doesnt
give the whole picture. Does
it include breakfast? Does it
include WiFi? Has the corporation
negotiated airport transfers
in its rate? Is the rate flexible
enough to deal with changes to
the itinerary? This information
cannot be communicated via
the price alone.
Simon Taylor,
Business Line Manager for Hotels,
Amadeus UK & Ireland
10:00+
Business Travel Insights: Hotels 360 2014 13
Operational efficiency
The consultations for Hotels 360 confirmed operational efficiency
as a critical issue for TMCs: they are constantly looking for new
ways to streamline, simplify and standardise.
TMCs highlight bill backs as one process which could immediately
be improved by eliminating faxes and using email to send scanned
documents. Incorporating optional extras like room and daily
allowances in a single standardised email would support more
streamlined working.
TMCs are concerned about rate parity and the quality of negotiated
corporate rate information that has been manually loaded into
the booking systems. This is also an issue for corporate travel
buyers: a participant in the roundtable co-hosted by ITM and
Amadeus warned that In my experience, up to thirty percent of
the negotiated hotel rates loaded may be incorrect. This is not
necessarily related to the price but what the rate includes.
Consistency on rates is part of the problem and price alone does
not tell the whole story: different room rates are not necessarily
comparable and its not always clear to business travellers or
corporate travel buyers what they are getting for their money.
One area identified by corporate travel buyers is VAT: some hotels
include the VAT in the uploaded rate and some dont, which can
confuse price-ranked displays.
Travellers were being led to
believe they were booking the
cheapest rate but when the bill
came though it wasnt as cheap.
Corporate travel buyer,
ITM and Amadeus roundtable
45%
spend 10 or more minutes researching
prices outside their corporate booking
tool with 12% spending more than
20 minutes
14 Business Travel Insights: Hotels 360 2014

3) Enriching the traveller experience

Inspiration from the consumer arena to improve
the business traveller experience
 Business Travel Insights: Hotels 360 2014 15

Drawing on themes identified in the Amadeus report

Business Travel Insights 2014, the business traveller
research and stakeholder roundtables, this section
focuses on three areas where the business guest
experience could be improved.

Access to WiFi Mobilising corporate travel tools

Straightforward WiFi access is increasingly important for
todays connected always on business travellers who
expect fast reliable access to work and home. According
to research among business travellers conducted for
Business Travel Insights 2014, access to WiFi comes a
close second in the business travellers top three priorities.
At work, at home and all points in between, mobile
devices have more than fulfilled their promise to become
a remote control for life. A recent global study on the
habits of business and leisure travellers revealed that
almost 9 out of 10 travellers wouldnt leave home without
their smartphone2.

TMCs are also strong supporters of easier WiFi access:
asked to rank their top three initiatives for improving
customer satisfaction, participants at the GTMCs Hotel
Strategy Group workshop for the Hotels 360 report said
top priority should be given to extending free WiFi on all
devices and in all areas of a hotel including bedrooms.
But, according to this research, managed travel bookings
via smartphone are currently available for just over a
quarter (28%) of business travellers. 5% of the survey
believes their employer plans to let them make corporate
hotel bookings on their mobile in the next year.

There is more to the issue than guest satisfaction: free

WiFi in hotels could streamline and improve efficiency by
reducing bill backs.

The connected traveller has

checked-in and is here to
stay. Today, fast, free WiFi
is not a perk or reward its
an expectation. Not having
WiFi is like walking into
28%
a hotel room and not of corporate travel
finding a bed. solutions enable
bookings via
Rob Golledge, mobile devices
Head of Marketing,
Amadeus UK & Ireland

2
TripAdvisors TripBarometer Mobile and Social survey
16 Business Travel Insights: Hotels 360 2014

Stakeholders from across the business hotels value Traveller reviews

chain can see the potential in bringing more mobility to
corporate travel. One hotel provider insider said,
Mobile is the
The ability of bookers to compare reviews made by
other travellers is now a key feature of leisure travel.
Consumers have embraced reviews: commenting on
a PhocusWright study on the adoption of TripAdvisor,
Tnooz described the online reviews site as terrifyingly
important3 in traveller decision-making.

future. We are With the wider trend to consumerisation and home-life

preferences emerging in the work environment, we asked
business travellers whether reviews would help them
spending some make better corporate bookings. 38% said they would
value the ability to see reviews from general business
travellers and 22% would like to see their reviews from
$25 million on their colleagues.

mobile this year.

60%
TMCs are also excited about the potential of mobile
internet-based solutions, as opposed to apps, to help
deliver smoother booking and trip experiences to guests.
They are also awake to the potential of mobile to help
them track business travellers and support their Duty of
would value
Care obligations.
a richer booking
experience in
However, as a senior representative from a global hotel
the corporate
provider cautions, TMCs may struggle to match the quality
environment
of experience provided by the apps created by established
online players. TMCs could find it difficult. Companies like
Expedia can give you a rich experience on the app, and
there are a bunch of great apps out there. Its not too late
for TMCs to compete on the mobile platform but they have
to articulate the value and really focus.

of business travellers

63%
go online to research
and book their leisure
hotel themselves
and this leisure experience
is creating heightened
expectations for time
spent using B2B tools
and services
 Business Travel Insights: Hotels 360 2014 17

TMCs could see a value in reviews, not least However, for reviews to be valuable they have
as a way for hotel providers to gain customer to be relevant: literally millions of reviews
feedback and improve. Hotels also see the are available online (as of the start of 2014,
value in reviews: good reviews are a great TripAdvisor alone had over 125 million4). By
advertisement and, according to a senior vetting reviews prior to integrating them in online
representative from a global hotel provider, they booking tools, TMCs and corporations could save
allow the traveller to make a more informed time for their bookers.
booking decision and, in turn, feel better about
their purchases without having to leave the
booking site.
Consumer reviews with tips on
rooms and hotels from other
business travellers available via the
Reviews will become corporate booking platform would be
welcomed by the majority
an interesting part
of online corporate
booking tools.
Theyre part of the
consumerisation of B2B
technology. But reviews
are more of an ongoing How much time do business
improvement and they travellers have to wade through
dozens of rants from consumers
are not a game changer about the concierges failure
in themselves. to recommend the best shopping
options? This is somewhere
Peter Waters,
Director Business and Corporate Solutions,
the TMC or travel department can
Amadeus add value by selecting reviews that
are relevant for their travellers.
Rob Golledge,
Head of Marketing,
Amadeus UK & Ireland

3
Tnooz, 12 February 2014. http://www.Tnooz.com/article/tripadvisor-online-review-insights-phocuswright-study/
4
TripAdvisor 2013 Annual Report. 11 February 2014. http://ir.tripadvisor.com/secfiling.cfm?filingID=1193125-14-45532
18 Business Travel Insights: Hotels 360 2014

4) Shaping the future

Looking ahead: stakeholders identify the major forces
shaping the future of corporate travel and hotels
 Business Travel Insights: Hotels 360 2014 19

In this final section, the key stakeholders consider how

the industry can work together to manage change and
deliver for the customer (both the business traveller
and the corporate travel buyer). Its a future with
more choice and more complexity, where channels
proliferate and players like Google, Facebook and
Amazon seek to extend their presence in travel.

Providers and distribution More information, more integration

partners, like Amadeus, need As discussed earlier, rate parity appears to be a concern
to work together to secure for all the stakeholder groups consulted for this report.

best available rate guarantees.
This is the best way to instil
confidence about rates among
TMC consultants and business
travellers.
Simon Taylor,
Business Line Manager for Hotels,
Amadeus UK & Ireland
Achieving parity may be more of a pipedream than
reality - but improving the quality and quantity of hotel
information could help. For one, providers and TMCs
could make sure business travellers and corporate
travellers understand what they are getting from the
negotiated rate.
Simone Buckley, Chief Executive of the ITM, describes
the scenario faced by some of her members: corporate
buyers get an email from one of their travellers, saying
they found a hotel 50 cheaper on Booking.com, for
example. But when they investigate they find its because
the companys negotiated hotel rate includes free parking
and free WiFi.
Hotel providers and TMCs also need to make sure bookers
can easily find added-value information about a hotel or
destination: knowing how many miles the hotel is located
from the airport may not be enough to satisfy travellers
appetite for information.

We wanted to book a hotel

near the airport but they failed
to mention that the hotel was
actually airside and the guest
couldnt leave the terminal. Our
traveller left the terminal only
to be told they couldnt get in to
the hotel!
Corporate travel buyer,
ITM and Amadeus roundtable
20 Business Travel Insights: Hotels 360 2014

Another corporate travel buyer participant at the Amadeus and ITM

roundtable challenges hotel providers as well as TMCs to enable
intelligent rate analysis: more information about what rates were
booked or rejected would be particularly helpful. More destination
information would also give a clearer picture on rate peaks and
troughs. An event like a big conference or trade fair can send room
rates rocketing and if the rates breach the price caps set by a
corporation, the property will not be displayed. If this kind of insider
information could be flagged during the research and booking phase
within the booking tool used by the corporate traveller or the TMC,
then bookers could make more informed choices.

From the technologists perspective,

Amadeus is working to deliver better
Cooperation to shape the future
insight on the best place to hold a
meeting (and when) based on The UK Hotel Business Insights consultation
revealed a strong consensus around the
up-to-date analysis of thousands challenges and opportunities that face
the business hotels sector. Every stakeholder
of air fares and room rates. could agree that the multiplication in channels
This pre-booking decision support has brought growing complexity. There is also
a strong willingness to work together to find
tool is part of the new Amadeus workable solutions that meet the challenges
Corporate Suite. of complexity, and take advantage of simpler
processes and mobile technology to meet these
challenges.
Simon Taylor,
Business Line Manager for Hotels, Perhaps unsurprisingly, the TMC is seen as having
Amadeus UK & Ireland a particularly strong opportunity to introduce
change and cooperation.

Most immediately, stakeholders agreed that

TMCs have a critical role in helping corporations
to deliver on their Duty of Care obligations and
manage traveller risk. Here, mobile technology
could allow TMCs to support travellers with the
latest information, as well as enable tracking.

When it comes to questions around rates and

value, TMCs see themselves playing a key role
working with hotel providers, and distribution
partners like Amadeus, to secure and promote the
best rates. The GTMC sees more of its members
integrating their tools and systems with corporate
expense systems, supporting smoother processes
and reducing duplication.
Companies are looking to integrate Expense
Management tools at the beginning of the With the explosion in the number of channels,
some stakeholders stressed that all players
booking process. TMCs will be important need to be clear about the value they deliver to
the business traveller and to the corporation. A
in making bookings work with this strong message from the corporate travel buyers
seamless process. roundtable was: give us more clarity about
what is contained in the hotel rate. As one hotel
provider sums up: TMCs provide value and bring
Paul Wait, real benefits but they have to get better at
Chief Executive, being clear to their users and buyers what those
Guild of Travel Management Companies benefits are.
 Business Travel Insights: Hotels 360 2014 21

The next generation of

business traveller

18%
commenting that they would consider
shared accommodation to bring down
the cost of travel

54%
Which raises to

for Generation Y

New consumer booking channels

As part of the view on the future, Business Travel Insights: Hotels 360 considers the
such as airbnb suit the Facebook
business travellers of tomorrow, and what can be learned from their preferences. This
generation down to a T, relying on
involved focusing on the segment of business travellers aged 18 to 24 years.
attractive photos and simple icons to
communicate features at-a-glance.
The data shows these travellers are committed to face-to-face business meetings: almost
I expect this kind of uncluttered
two-thirds (64%) of younger business travellers say they are essential, opposed to 53%
design to influence the look and feel
of all travellers surveyed.
of the next generation of business to
business tools.
As expected, these travellers feel at home in the digital world: 46% always go online to
use aggregator sites to research and book travel, more than twice as likely to use these Rob Golledge,
tools than older groups. Only 21% of business travellers aged 55 and older always look Head of Marketing,
and book online. Amadeus UK & Ireland

While less than one fifth (18%) of all travellers would consider shared accommodation,
just over half (54%) of the digital native generation of travellers are open to the idea.

Many stakeholders are sceptical about the role shared accommodation can play in the
corporate arena: TMCs and corporate travel buyers have concerns about quality control
and fulfilling Duty of Care. In research for the previously published Business Travel
Insights 2014 report, convenience was highlighted as the number one priority for 62%
of modern business travellers in the UK & Ireland. Yet how convenient is it to have to
schedule to meet an apartment owner at their place of work to pick up the keys to your
accommodation?

However, it seems that the rising generation of business travellers is ready to challenge
the status quo and some of these are destined to become the business leaders of
tomorrow. Whether the view of younger business travellers will evolve as they become
seasoned road warriors remains to be seen.
22 Business Travel Insights: Hotels 360 2014

Acknowledgements

This report was only made possible thanks to the generous co-operation and insight
of many experts from the world of corporate travel and hotel distribution in the
United Kingdom and beyond.

We would gratefully like to recognise the following participants for their assistance.

_ Paul Wait, CEO, Guild of Travel Management Companies (GTMC)

_ Simone Buckley, CEO, Institute of Travel & Meetings (ITM)
_ Peter Waters, Director of Hotel Distribution, Amadeus IT Group
_ Kate Archer, Senior Director, Trade Sales Europe, Wyndham Hotel Group
_ Diane Bouzebiba, Managing Director, Amadeus UK & Ireland
_ Simon Taylor, Business Line Manager for Hotels, Amadeus UK & Ireland
_ The GTMCs Hotel Strategy Group who conducted a workshop on our behalf
_ ITM corporate buyers who participated in the hotel roundtable
_ Sarah Mulder, Managing Director, Kwittken & Company for keeping the project on track

Plus the teams behind these people and many others.

Amadeus Marketing (UK) Ltd First Point T : +44 (0) 843 509 0000
Buckingham Gate F : +44 (0) 843 509 0009
Gatwick Airport, RH6 0NT
 Business Travel Insights: Hotel 360 2014 23

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