Most companies do not have a clear strategy on mobile applications for their travels
Despite the fact that more than half of travel managers have endorsed a mobile app in the past year, nearly 70 percent say their travel program does not have a mobile strategy, according to a recent study conducted by the GBTA Foundation in partnership with CWT.
The study &strong>A móvile effect: establishing a clear móvile strategy in travel”
According to its findings, most organizations already have the technology and the beneplácite
The benefits of the travelers to adopt it, but it needs to take into account the culture of the organization and the needs of the travelers as well as the objectives of the organization.
Of those programs that have not adopted an app, nearly half will do so within the next two years, according to travel managers surveyed in the U.S. and Europe.
“Having a strategy means thinking beyond apps”, according to Dominique Betancourt, data analytics manager at CWT Solutions Group.““It takes a broader view that takes the pieces of the travel program and moves them into the mobile environment in order to drive engagement, compliance and savings,” she added.
For Mónica Sánchez, director of the GBTA Foundation study, “the focus of a travel program's móvile strategy has to be on how to make the traveler experience so simple within the program that thereás more value within the program than outside the program”.
The study identifies best practices for where to start building a mobile travel strategy and next steps to take, enabling travel professionals to better serve their travelers and better manage their programs.