Today’s business traveler isn’t just along for the ride. They’re increasingly involved in how trips are planned and booked, and that shift has important implications for travel marketers.
According to the latest SmartBrief Business Travel Audience Survey:
- 80% book or influence travel decisions
- 40% book travel directly through apps or websites
- 84% take trips lasting two or more nights
Together, these findings point to an audience with a direct role in the travel journey. For brands, that means the people exposed to travel marketing messages may also be the people making or influencing the decisions behind the booking.
The traveler is closer to the decision
The SmartBrief survey found that 80% of respondents either book travel themselves or influence travel decisions. Rather than simply receiving an itinerary determined by someone else, many business travelers are actively involved in shaping where they go, how they get there and where they stay.
That creates a more direct connection between the traveler and the brands competing for their business.
Direct booking creates direct connection
Forty percent of respondents book travel directly through apps or websites.
For airlines, hotels, rental car companies and online travel platforms, that direct relationship makes brand awareness especially important. A traveler may not be ready to book when they first encounter a brand, but consistent visibility can help build familiarity before the next trip.
When it’s time to open an app, visit a website or compare options, the brands that have remained top of mind may have an advantage.
The booking journey doesn’t end with one choice
The fact that 84% of respondents take trips lasting two or more nights also points to a travel experience that extends beyond a single booking.
A multi-day business trip can involve flights, hotels, rental cars and other travel services. Each creates another opportunity for brands to connect with travelers before, during and after a trip.
Why this matters for marketers
Business travelers aren’t simply experiencing the travel decisions made by others. Many have a direct role in making or influencing those decisions themselves.
For travel brands, that means there is an opportunity to reach the traveler directly and build familiarity well before the booking moment.
That’s where an always-on approach becomes particularly valuable. Rather than waiting until travelers are ready to book, brands can remain visible throughout the year, building familiarity so they’re more likely to come to mind when the next travel need arises.
For airlines, hotels, rental car companies and other travel providers, the goal isn’t simply to be present at the point of purchase. It’s to build enough familiarity beforehand that your brand is already part of the consideration set when that moment arrives.
Explore the full research
This article is part of a series exploring insights from the SmartBrief Business Travel Audience Survey.
Explore the full infographic to learn more about the behaviors, preferences and trends shaping today’s business travel audience.
Download the infographic here.
Check out the previous article in the Business Travel series: Why Travel Frequency Matters.