Business travellers would like to see more content updates and functionality related to booking capabilities, food and weather from the apps and brands that they are engaged with the most, according to a new infographic published by creative digital consultancy Deloitte Digital.
Deloitte used social media-oriented listening techniques to collect data about the experiences of commuters and business travellers, placing an emphasis on mobile app usage. It found that almost a third would like to be able to access more information about food offerings, which is an area that is not currently being served adequately by business travel apps.
Some of the other most-wanted features and content requests outlined by travellers include flight information, weather reports, local transport availability, expensing, offline access and data. In contrast, both customer service and gamification are not considered a priority for users.
Deloitte has published an All Business, Some Pleasure infographic that outlines the key findings from its research. It noted that the study was designed to help advertisers and brands optimise their ad and content marketing campaigns for the upcoming busy festive period and beyond in order to improve brand reach and retention.
The infographic also provides a visual indicator of the specific offerings that brands include in their mobile apps. Google, for example, has hotel, flight and car booking services, price comparisons and timely notifications but lacks flight check-in and group planning. Google had the most social media mentions during the last 12 months with more than half a million, which was far ahead of Concur (38,014), Carlson Wagonlit (25,368) and Expensify+ (17,908).
“Knowing business travellers’ priorities can help advertisers serve up the right kind of ads at the right time and know where to prioritise their ad spend,” Deloitte Digital research manager Beth Kelley said.
She added: “This kind of social data can inform the content of marketing campaigns, through both topics and language that will resonate with key audiences. Many of the pain points for business travellers came from the customer experience, so having a proactive marketing and social team can help retain current customers and bring new customers to your brand.”