Maybe not the datapoint that GBTA members would like to hear, but a study by the organisation has found that booking direct is more satisfying than through a travel manager or agent.
The study of travel buyers within corporations in the US and the UK found that booking directly with an airline or hotel had the highest satisfaction rate (87%), followed by travel agent or manager (82%).
Using an online travel agency or other site came in at 74%.
Broken down, the results were as follows:
Still, two-thirds of the US-based travel buyer polled in the survey also said that their organization does not ever workers to book directly through supplier channels or online travel agencies.
Elsewhere in the study, travel buyers want TMCs and managers to mostly improve their measurement and reporting capabilities over the course of the next five years, followed by cost savings and improving the over travel experience.
A majority (no exact figure) also said that they were "moderately" satisfied with their current TMC or travel manager.
GBTA Foundation vice president of research, Joseph Bates, says:
"Understanding why travelers like booking direct and integrating as much as possible from that experience into booking through an online booking tool can increase the level of satisfaction and compliance with a corporate tool.
"Increased education on travel policies, better use of technology to capture data generated outside of the corporate system and partnerships with suppliers are all ways a TMC can help travel programs better manage traveler behavior.”
NB:Corporate travellers image via Shutterstock.
