tns research digest final

8/16/2019 TNS Research Digest Final

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Research Digest:Adding valueat-destination forthe end traveller

Understanding the business

travellers’ in-trip needs and themobile services they aspire for.


2/12

TNS, on behalf of Amadeus, conducted a study on the needs of the business traveller to determine

what mobile services they value most at destination. The study spanned 1,636 respondents from

eight countries and a series of workshops with travel organisers in November 2012.

The selection criteria were business travellers that

have done at least two business trips with overnight

stays in the last twelve months. Furthermore, at

least one of the business trips in the last twelvemonths had to involve a flight. The respondents

were from the UK, Spain, Italy, France, Benelux,

South Africa, Saudi Arabia and UAE

The study

1,636respondents

8countries

TNS is part of Kantar, one of the world's largest insight, information and consultancy

groups. With a presence in over 80 countries, TNS has more conversations with the world’s

consumers than anyone else and understands individual human behaviours and attitudes

across every cultural, economic and political region of the world.

The selection criteria

2businesstripsin the last 12 months

1of theminvolving a flight

at least

min

Who is TNS?

Introduction

2


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64% were male and the

travellers were 40 years old

and were managers in theircompanies. Majority of them

had a managed or slightly

managed travel policy (30.7%

and 24.9% respectively).

On average

A sub-group, the ‘frequent’ business

traveller (n=330), had a higher-level job

and travelled much more frequently

than the average business traveller

(twenty-one vs. eight times a year),

fifteen of which had overnight stays and

eleven involved a flight. They were more

inclined to arrange their business trips

directly with the provider (unmanaged

travel policy: 42.8% vs. average

traveller unmanaged policy: 44.4%).

The frequent business traveller

Typically, the ‘average’ business traveller did eight trips in the last year, of which six had

overnight stays and five involved a flight.

Who is the Business Traveller?

8

6

AVERAGEbusiness traveller times

in the last year

with overnight stays5involved a flight

21times a year

8times a year

Frequent traveller

Average traveller

Travellingfrequency

40 years old

3

TRAVELLED

64%36%

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35%

70% had travel apps on their smartphones

only

owned companysmartphones

75%

51%discovered new appsthrough friendsor colleagues

These same business travellers were also relatively heavy smartphone users.

Average

Vs

All of them had smartphones, but only 35% of

them owned company smartphones. 89% of them

owned personal smartphones that they used during

their business trip.

75% of business travellers said their company pays

for mobile internet while abroad.

The large majority had a smartphone with a

modern operating system: iOS 28%, RIM 20% and

Android 35%

Among business travellers, 61% were between

intermediate and advanced smartphone users,

meaning they are able to use their phones for social

networking, banking, shopping, video calls. (Basic:

38.7%, Intermediate: 38.1% and Advanced: 23%)On average, they had 17 third party applications

installed, which increased to 27 apps amongst

iPhone users.

51% said that they usually discover new apps

through friends/colleagues.

How do they use their mobile phonein general and while travelling?

Business Traveller

FrequentBusiness Traveller

50%owned companysmartphones

81%

48%discovered new appsthrough friendsor colleagues

All of them had smartphones, 50% of them

owned company smartphones. 85% of them owned

personal smartphones that they have used during

their business trip.

81% of frequent business travellers said their

company pays for mobile internet while abroad (vs

75%).

The large majority had a smartphone with a

modern operating system: iOS 29%, RIM 24% and

Android 35%

Frequent business travellers are slightly more

advanced smartphone users - 64% (vs 61%).

(Basic: 35.8%, Intermediate: 33.6% and

Advanced: 30.3%)On average, they have 19 third party applications

installed (vs 17), which increases to 31 apps

amongst iPhone users.

48% said that they usually discover new apps

through friends/colleagues (vs 51%).4

said their companies paid

for mobile internet abroad

said their companies paid

for mobile internet abroad

64%82% of them used at least 1 travel app during their last trip

preferred to access travel services throughmobile apps rather than mobile web

Looking at allour respondents


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28.7%were BlackBerry

77.9%were more willing to payfor 3rd party apps

Higher-level job positions in UK: considerably more Managers

travelled (60.9% vs. 44.3%).

In Europe, the UK was the only country where BlackBerry, with

28.7%, had a considerable presence (vs. 20.1%).

British people were more willing to pay for 3rd party apps: 77.9%

had paid for at least one app (vs. 71.1%).

They discovered new apps more often through Reviews in blogs and

forums (45.8% vs. 38.0%).


UK

41.5% of the business travellers had a company smartphone. (vs.

34.8%).

8 out of 10 of the Benelux companies paid the internet abroad for

their employees (vs. 74.8%).

Android was the leader but Windows phones have a relatively high

presence in the Benelux (15.5% vs. 8.3%).

A higher percentage of travellers in France were women (46.6% vs.

36.1%).

Business travellers had lower-level job positions: 60.7% are

Executives (vs. 31.4%).

French companies allowed their travellers to use internet abroad “for

anything their employees want” more often than other

countries/regions (41.7% vs. 33.6%).

The French had more 3rd party apps in their smartphones (24 vs.17), however they paid for them less often (62.4% vs. 71.1%).

The majority of Italian business travellers were women (51.5% vs.

36.1%).

They arranged the business trips on their own more frequently

(49.5% vs. 40.7%).

As in Spain but with less intensity, the main ways of arranging a

business trip were via traditional (60.5% vs. 51.6%) and online travel

agencies (57.0% vs. 45.4%).

Android was more prominent in Italy, 43.0% (vs. 35.6%).Their smartphone usage was generally speaking

more basic (46.5% vs. 38.7%).

46.6%of travellers were women

243rd party apps in theirsmartphones (vs. 17)

had

51.5%of travellers were women

49.5%arranged the business tripson their own more frequently

41.5%of the business travellershad a company smartphone

8 out of 10companies paid for internet abroad

FRANCE

ITALY

BENELUX

5 Comparisons provided are against the total sample average.


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53.0%owned Android handsets

58.5%discovered new apps

through friendsand colleagues

Only 16.5% of Spanish Business travellers were Directors (vs. 24.4%).

The vast majority were Managers (59.5% vs. 44.3%).

Spanish employees were more often encouraged, but not required, to

use the company's travel agency 31.5% (vs. 24.9%).

They preferred to arrange business trips through traditional (72.0% vs.

51.6%) or online travel agencies (66.5% vs. 45.4%).

Spain was the country with the most Android handsets (53.0% vs. 35.6%).

Friends and Colleagues were the main way to discover new apps

(58.5% vs. 51.0%).


SPAIN

High percentage of women (45.7% vs. 36.1%).

RIM had double the market share in comparison to WEMEA (40.5%

vs. 20.1%).

37.6% were advanced smartphone users (vs. 23.0%).

A higher willingness to pay for 3rd party apps, with 79.8% having

paid for at least one app (vs. 71.1%).

More than 8 out of 10 travellers in UAE were men (84.5% vs.

63.9%).

High representation of directors (33.4% vs. 24.4%) and high

ownership of company smartphone (45.6% vs. 34.8%).

Companies were most restrictive in the travel policy, with only

26.6% allowing their employees to arrange the business trip by

themselves. (vs. 40.7)

Blackberry was the strongest smartphone platform in UAE with the

39.1% of the smartphones (vs. 20.1%).

The vast majority of travellers were men (84.3% vs. 63.9%) and the

proportion of directors is high (30.3% vs. 24.4%). However in contrast to

UAE, just 12.3% had a company smartphone. (vs. 34.8%)

Internet abroad was only paid for by the employer for 66.2% (vs.

74.8%).

Almost half of the business travellers had an Android smartphone (45.6%

vs. 35.6%) and over the half were basic users 51.5% (vs. 38.7%).

They appeared to be more prone to installing 3rd party apps (25 vs. 17).

They were also more likely to discover new apps through reviews

(55.3% vs. 38.0%) and the family (46.7% vs. 39.9%).

84.5%of travellers in UAEwere men

45.6%had company smartphones

12.3%had companysmartphone

had 25 appsand were more prone toinstalling 3rd party apps

40.5%RIM Market share

37.6%were advancedsmartphone users (vs. 23.0%)

UAE

SAUDIARABIA

SOUTHAFRICA

6 Comparisons provided are against the total sample average.


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ConceptNo.

TotalSampleAverage UK Spain France Italy Benelux UAE South AfricaSaudi Arabia

A. Baggage

A. Delay-voucher

1

2

30

30

A. Check-In

A. Itinerary

3

4

29

29

H. Change booking

T. Maps

5

6

29

25

T. Emergency situations

T. Emergency contact

7

8

25

24

S. Expenses

A. Ground. trans.

9

10

24

24

30

30

29

29

28

24

22

25

24

22

A. VIP lounge offer

A. Map & POI

T: Emergency Info

H. Concierge

24

22

28

30

30

30

25

26

19

26

20

20

23

23

L. Book table

T. Click-to-contactT. Converter $-€

L. Reminders

20

28

27

18

22

28

22

30

21

20

24

28

20

20

30

30

30

29

29

20

25

24

24

24

24

30

28

30

29

29

25

25

24

17

16

21

24

21

30

28

25

28

29

22

27

26

21

23

25

22

30

30

30

29

26

24

22

24

24

23

26

30

30

29

30

29

25

25

24

24

23

Top 10 Mobile Servicesfor Business Travellers:

What mobile services are they looking for?

A variety of mobile services were tested with Business Travellers. These concepts came

from the following categories: Flight and Airport Services, Hotel Services, Dining and

Leisure, Experience Sharing, Travel Tools and Expense Management.

The table below represents how the respondents from each market rated the

different mobile services and how it compares to the total sample average.

7

9. Expense Management: Expenses4. Flight & Airport: Itinerary

10. Flight & Airport: Ground transportation5. Hotels: Change booking

6. Travel: Maps1. Flight & Airport: Baggage

7. Travel: Emergency situations2. Flight & Airport: Delay voucher

8. Travel: Emergency contacts3. Flight & Airport: Check-in


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Corporations and TMCs on mobile solutions

In the second leg of the study, a series of workshops were conducted with travel organisers

from major global corporations and senior managers from Travel Management Companies

(TMCs). The aim of the workshops was to understand their needs and restrictions as well as

to validate the key findings from the business traveller study.

01.

02.03.

04.

05.

Flight & Airport Services

Hotel

Services

Emergency

ServicesExpense

Management

A to B

BusinessTravellers

01.

02.

03.05.

Emergency

Services

Hotel

Services

Expense

Management

A to B

Flight &

Airport

Services

TMCs

04.

03.A to B

01.

05.

Flight &

Airport Services

04.Hotel

Services

Expense

Management

Corporations

02.Emergency

Services

R e p r e s e n ta t i v e

s

o f C o r p o ra t i o n

s

a n d T M C s w e

r e

p r e s e n t e d w i t h

t h e ca t e g o r i e s

o f

m o b i l e s e r v i c e

s

a n d w e r e a s k e

d

t o o r ga n i s e t h

e m

ba s e d o n t h e i r

p r e f e r e n c e.

8


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Corporations and TMCs on mobile solutions

In summary, Business

Travellers and Corporations

rated flight and airport

management applications

highest (recognising that

TMCs were more reticent).

There were high levels of

interest in solutions around

emergency situations amongst

Corporations and TMCs, and

although slightly less interest

amongst Travellers.

Although there was a degree of polarisation on the solutions

during emergency situations (some rating it highest, some rating

it lowest), overall it was the second most favoured possible

solution. Least popular were expenses based solutions. For

TMCs, the airport ‘solution’ was much less popular perhaps

illustrating a territorial response to a key TMC service.

Services related to the airport (locating lost

luggage, receipt of a voucher in case of delays,

flight check-in and itinerary management) as

well the ability to make changes to a hotel

booking were considered most desirable.

Corporations

airport services

airport

makingchanges tohotelbooking

Amongstthe Corporations

there was one clear

‘favourite’mobile solution:

Flight

Airportmanagementapplications

BUSINESS TRAVELLERS & CORPORATIONS

RATED HIGHEST

Business Travellers

9

TMCs

priority.

Most desirable services for

For travel organisersfrom TMCs,emergency services was a


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What is the ‘ideal mobile app’?

B u s i n e s s t r a v e l l e r C o r p o r a t i o n s T M C s

· Replicate what’s available

· Fully integrated

· ‘Best in class’

· Delivers added value vs. thousands of other apps

· Natural extension of online

· Makes traveller more efficient and effective ‘on the road’

· Reduce stress, save time and money

· Show timely and accurate information

· Can workon different OS

Shouldn’t

Should

10

· Create an app or automate something just because you can; human interactionshould not be underestimated.


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Business travellers used their personal or company smartphones to assist

them during their trips. Most of the travellers had travel apps installed and

accessed these apps during their last trip. They were more interested in mobile

services that were related to flight and airport services such as lost baggage,

delay vouchers, online check-in and itinerary management.

Though most of them do not currently have ‘in trip’ solutions, Corporations andTMCs were interested in developing them as long as the solution does not

replicate what is already available. Corporations and TMCs realised the

benefits of having a mobile solution as it increases the travellers’ productivity

on the road, reduces stress and can lead to cost-effective changes.

Like the Business traveller, Corporations were interested in flight and airport

services, while TMCs ranked emergency services first. Expense management

services were ranked least important across all the respondents. For TMCs, it

was important to note that human interaction and the expertise of the human

counsellor were not underestimated when developing a mobile solution.

Although there are differences in opinion, there was a degree of commonality

across Corporations, TMCs and the Business travellers on what the ‘ideal

application’ – or mobile solution should look like. All were keen to have a fully

integrated solution, which was ‘best in class’.

Conclusions

Business travellers

SMARTPHONEis king

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Research Study:November 2012

Travel management policy

Managed: Employees are required to use the company's travelagency/department.

Slight managed: Employees are encouraged, but not requiredto use the company's travel agency/ department

Unmanaged:1) Employees make their own travel arrangements with thetravel agency of their choice because the company does nothave a travel agency/ department.2) Respondent can make his own travel arrangements with atravel agency of his choice because he/she is self-employed

(1)

tns research digest final

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