Latest CWT Research Shows Mobile Booking Set to Represent 25 Percent of all Online Corporate Bookings by 2017
Carlson Wagonlit Travel (CWT) today releasedTap into mobile: managed travel in
the digital economy, an investigation into the impact of mobile in the managed
travel space. The free-to-
download study suggests that mobile bookings are set to climb steeply over the
next decade and will influence not only the entire traveler experience but will shift how
travel managers control their travel programs, using the latest mobile technology to
help support and connect to their travelers.
Both travelers and travel managers
expect mobile booking to increase significantly, reaching 25 percent of online
transactions by 2017.
In addition, CWT's research predicts that mobile
bookings will more than double in the next two years.
CWT research also
shows that it took up to eight years for online booking tools to reach the same level of
activity that mobile is expected to achieve in the next three years. The study highlights
the high expectations that both travelers and travel managers have for mobile travel
services and their awareness of the advantages and benefits it will bring.
Supporting the idea that traveler experience is key, the study highlights that
neither travelers nor travel managers expect mobile to significantly drive down travel
costs; instead ease of doing business, productivity and traveler wellbeing all rank higher
as key benefits of mobile. As a result, managed travel apps are becoming more
sophisticated, and companies who act now will reap the most benefit, as they steer
travelers towards the apps that support the travel program.
The study also
highlighted that an estimated average of 62 percent of travelers already carry company
smartphones and 56 percent of companies surveyed already, or plan to, have a 'Bring
your own device' policy. Globally, travel managers also consider the potential impact of
mobile on the travel program to be high, rating it 6.8 overall on a scale of 1 to 10.
David Moran, CWT executive vice president, Global Marketing & Enterprise
Strategy, said, "We have been planning for this shift for some time and are getting
ready to launch new mobile services, such as mobile booking through CWT To Go later
this year. While 80 percent of travelers and travel managers told us they want a one-
stop-shop app so they don't have to juggle between best-of-breed consumer apps,
there isn't an app on the market today that answers all their needs, and that's what
we're excited about – building on CWT To Go to create the corporate travel app that
appeals to both travel managers and travelers."
Looking to the Asia Pacific
region, CWT's research shows:
- Travel alerts are very important to travelers, who rank them the third most important mobile service feature after flight status updates and itinerary information.
- Travelers in Asia Pacific, along with those in Latin America, place more importance on mobile booking on-the-go (62 percent consider it important or critical), compared with North America (55 percent) and EMEA (45 percent).
Looking to the EMEA region, CWT's research shows:
- European travel managers and travelers consider well-being, productivity and compliance with travel policy (in that order) the most important aspects of mobile features, in contrast with their colleagues in North America, who emphasize ease of doing business, followed by productivity and well-being.
- Travelers in EMEA consider mobile booking on-the-go less important than their counterparts in Asia-Pacific and Latin America, with 45 percent considering it important or critical, versus 62 percent in the other regions.
CWT's research shows travelers in Latin America, along with those in Asia-Pacific,
place more importance on mobile booking on-the-go (62 percent consider it important
or critical), compared with North America (55 percent) and EMEA (45 percent).
Looking to North America, CWT's research shows:
- Travel alerts are very important to travelers, who rank them third most important after flight status updates and itinerary information.
- Travelers in North America consider mobile booking on-the-go less important than their counterparts in Asia-Pacific and Latin America, with 55 percent considering it important or critical, versus 62 percent in Asia-Pacific and Latin America.
- While North American travel managers and travelers consider ease of doing business, productivity and well-being (in that order) the most important aspects of mobile features, European travel managers emphasize well-being, followed by productivity and compliance with travel policy.
CWT To Go, CWT's award-winning app, currently counts itinerary
management, flight status updates and mobile check-in among its features, with hotel
booking through mobile to be added this year.
About CWT Travel Management Institute
The
CWT Travel Management Institute publishes white papers, in-depth
research and other content on best practices to help companies create the most value
through their travel management programs. For more information and downloads,
please visit www.carlsonwagonlit.com/en/global/tmi/.
About CWT
CWT is a Business-to-Business-for-Employees (B2B4E) travel management platform. Companies and governments rely on us to keep their people connected – anywhere, anytime, anyhow – and, across six continents, we provide their employees with innovative technology and an efficient, safe, and secure travel experience.
Engage with us via LinkedIn, Facebook, Twitter and our Podcast.
Tap into mobile: managed travel in the digital economy
The study suggests that mobile bookings are set to climb steeply over the next decade and will influence not only the entire traveler experience but will shift how travel managers control their travel programs, using the latest mobile technology to help support and connect to their travelers. Both travelers and travel managers expect mobile booking to increase significantly, reaching 25 percent of online transactions by 2017.
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Email: ccooper@carlsonwagonlit.com