Connections podcast: Messaging that moves business travelers

Transcript

Introduction: Welcome to Connections with BCD Travel, an ongoing conversation about the modern-day travel program, the impact of technology, and how travel buyers can take control and drive change. What are we waiting for? Let’s start connecting.

Chad Lemon: Welcome back to the pod, everyone. I’m your host, Chad Lemon.

Miriam Moscovici: And I’m your co-host, Miriam Moscovici. And you know that we make it really easy to connect with us, so you can send us an anonymous text message through platforms like Apple Podcasts and Spotify. And you can also send us a message by heading to bcdtravel.com/podcast. So, if you have a feedback or a topic suggestion, let us know.

Chad Lemon: Okay. Let’s jump right into today’s episode, because it’s one that affects literally every single person who travels.

Miriam Moscovici: That’s right. We talk about traveler engagement all the time. And there’s a lot of different ways we can branch out on this topic, but today we’re going to dig into messaging, and the importance of keeping travelers informed every step of the way, from shopping and booking, all the way through returning home after their time away.

Chad Lemon: That’s right. And on today’s show, we have two guests from our TripSource team to put into the hot seat. First, Hannah Khan is back. She works on our travel commerce product team. She’s been on the pod a few times before, but I’m looking forward to picking her brain about this topic and getting her insight.

Miriam Moscovici: And Hannah is joined by Melia McFarland, also from our travel commerce product team. Melia works daily on our trip management and booking tool to make sure that messaging capabilities drive the right experience for our travelers.

Chad Lemon: All right, Miriam, let’s do it. Hannah, Melia, welcome to and welcome back to the pod. Hannah, let’s start with you. As we said at the top of the show, traveler engagement can go so many different directions. But on this episode, we’re really digging into messaging and why that’s a critical piece of the puzzle. First, why is that? And second, what is it that you and the product team hope to accomplish?

Hannah Kahn: Hey, Chad, thanks for having me back. I hope it’s not a hot seat, but I’m psyched to talk about messaging and the role that it plays in traveler engagement. It’s really critical because it directly influences how travelers interact with the program, make their decisions and feel supported throughout their journey. So, our goal is to help clients design a really clear communication strategy, one that influences behavior so that everyone understands and knows what they’re supposed to be doing. I think we always talk about how travelers want to do the right thing. Sometimes they just don’t know what’s out there.

We want to be able to improve productivity with messaging. So, well-timed messages, like reminders or confirmation, they just reduce the administrative burden on both travelers and travel managers. So, that’s important. And then, of course, about boosting engagement. And what does that mean? And that’s really about the relationship that you have with your team, and your travelers, and do they trust you, and do they know that you’re there to support them? So, that’s what we feel is the most important part when you build your communication strategy.

Miriam Moscovici: If you’re a Connections loyalist, you know that I love talking about how we got to where we are today in business travel, because I think it gives us excellent insight into how we should progress in the future. So, Melia, as someone who works on our travel engagement technology for years now, can you describe what it was like in the past? How were we engaging with travelers and what was “messaging” even like?

Melia McFarland: So, messaging was more of a one size fits all approach. You book a trip, you get an email. Your flight is canceled, you get an email. For the big things, you would get an email. And hopefully, you got a bit more guidance via email as well. Very little personalization, very little understanding of where the traveler was on their journey. And that’s all changed, and continues to evolve to best meet travelers where they are, so targeted messages through preferred channels at the right time.

Miriam Moscovici: And why do you feel like messaging is crucial for travelers today? Why do you and your team put so much time and effort into this?

Melia McFarland: Because we know how much staying connected matters. When a traveler is on the road, having quick access to important information reduces stress, and it helps them navigate the journey with confidence. For instance, we know that a lack of access to emergency contact information is cited as a major source of stress for travelers. That tells us that messaging is about more than convenience. It’s about peace of mind. Effective messaging keeps travelers confident and informed with things like real-time updates, risk alerts, and quick access to their travel program details. And that allows them to focus on what matters most, like the trip, the meeting, the experience, instead of having to worry about the logistics.

Chad Lemon: Hannah, you’ve been on the pod before, so you know that we like to talk directly to travel managers listening. So, in your opinion, how can companies effectively manage and choose the right communication channels? Are there any strategies behind connecting with their travelers the right way?

Hannah Kahn: I think context matters the most. So, it’s really important that you’re talking about time and frequency, understanding that there’s different preferences and access points where you can come in. Melia was making fun of email. I think it’s a very legacy way of communicating. I think it’s important that, again, that whole idea that one size doesn’t fit everybody. It’s really you know your audience, you know where they are, you know what you want them to be doing, and think about how that aligns with their needs. Is there one way to do it? Absolutely not. And I think a really important part is some testing, trial stuff. See what works, see what you get feedback. Always listen to the effects when you change your program, and see what’s working and aligning with their needs.

Chad Lemon: Okay. But let’s be honest here. As humans, we are bombarded with information and messages every second of every single day. Personally, I get annoyed so quickly. So, what do you say to programs who are like, “We don’t want to overwhelm people or our people with messages, especially on a trip?”

Melia McFarland: Yeah. I mean, we completely agree with that. As humans, our brains are already overwhelmed, like you’re saying, Chad. I mean we process millions of bits of information every second, but then our minds can really only handle 40 to 50 bits of information. So, when we’re receiving that many messages, you have to ask what stands out. What grabs our attention? Is it a new piece of information, a relevant detail, or something like that? So, when we think about messages, we are very sensitive to the frequency, like Hannah was just saying, as well as the content. Is the content we’re sending informative? Is it helpful? We don’t want to add to the noise, so is it relevant? Is it being sent at the right time and for the right reasons? So, all these questions are things that we ask before sending a message. And for us, it’s really all about the quality of the messages that we send. They need to add value to the journey. They need to stand out.

Miriam Moscovici: All right, Hannah, it’s time for some shameless self-promotion. Tell us about TripSource and how that makes it all better.

Hannah Kahn: For sure. But I want to add one thing to what Melia just said, if that’s okay. I think it’s really important when you’re designing messages to ask yourself “What would I do with this?” Because you’re right, we all are so over everything. Sometimes you just even glance at your inbox and your blood pressure goes up, because you’re like, “What?”

Chad Lemon: 100%. Absolutely.

Hannah Kahn: And so, I think that if you read the message back to yourself, “What would I do with this if I was just a person, not a travel manager in charge of a multi dollar program?” But what am I supposed to do? So put yourself in those shoes all the time. So, as part of TripSource, if I bring it back to my shameless self-promotion, I think that that’s a really important way to measure if you should be sending out a message. And when we work with different clients, when they build their programs, that’s something that we always think about.

And so, we have a couple case studies that I think are really cool when we see the impact. So, one of them, a company started promoting their off airport parking. Seems like not a big deal, like, well, you should know where to park. But do you really? Especially when you’re picking a rental car or whatever it is, you’re like, “Oh, what am I supposed to do?” And so, this company did this. And in a three-month period, they saw a 90% boost in program compliance. It’s huge.

Chad Lemon: Wow.

Hannah Kahn: That just means people didn’t know. I mean, when you’re going to the airport, they’re all on the same corner. It’s just you turn right or you turn left.

Chad Lemon: That’s valid.

Hannah Kahn: Your level of care is small. You just want to do the right thing. And with that boost in program compliance, their savings doubled. So, that’s a really quick way to see the value. So, as a travel program manager of any sort, think about what that message is going to do. Or we saw there’s ways that there’s a rapid response. So, you get a message, you look at it and you’re going to do something with it. Another one of our examples that we have, it’s actually going on right now, is we want to promote self-service. There’s a really big frustration with finding your travel receipt, and your expenses, and that whole component of after travel, which is you’re done with that trip, you’re onto the next thing.

So, right now, we have a campaign going out promoting in TripSource itself that there’s a way to get your travel invoice. Super easy. You don’t have to call anybody. You get it right there. It saves along with your trip. And we see that the message is actually having an impact. The feature is getting more use, calls are going down. So, all the things that we’ve wanted to see in our hypothesis of this is happening. So, again, bring it all back to, would you act on this? Would you do it? Nice to have information, really think about it, maybe not so necessary. So, I think those are two really cool examples that are going on right now.

Chad Lemon: Okay, Hannah, it sounds like you’re talking about relevance when it comes to messaging. So, I want to ask you about relevance when it comes to structure as well. What’s your opinion on the areas that are most important when it comes to traveler engagement?

Hannah Kahn: Well, that’s a good question. I think it comes down to, I always think in threes, so this is what I would say, policy. So, kind of what we talked about. Am I doing the right thing? Am I on the right track? Am I going to get in trouble? Nobody likes to get in trouble. Then there’s the risk, and contacts and all that kind of information. If I have something that goes wrong, hopefully I never need it. But if I do have a problem, do I know what to do and where to look for those contact informations? And are they quick and easily accessible at my fingertips? Because if I get in a car accident in a foreign country, I don’t want to have to go dig through a manual to find stuff, right?

Chad Lemon: Exactly. Yeah.

Hannah Kahn: And then listen to me. So, I think this whole idea of experience and sentiment polls are really important. If I had a great experience or maybe a not so great one, and I share that as a traveler and I share that back to my program manager, I hope they take that seriously because I’m on the road for you. I’m doing work. And so, I mean, I think there’s a lot of branches in those three categories, but those are the big ones.

Miriam Moscovici: Well, and Melia, so we just heard Hannah give us a couple examples. But without going into all the details of all the messages, can you give us a breakdown of the types of messages we’re really talking about here that travel programs can implement?

Melia McFarland: Yeah, definitely. So, our model supports three types of messages. We have core, standard, and custom. And I can tell you a little bit about each one. So, core messages let travelers know when their itinerary is ready for viewing. They inform them of any necessary documents they may need for the trip and provide flight status updates. And risk alerts are also considered core messages. And those are sent to travelers within 50 miles of an incident. And one of the great things about core messages is that they’re automatically activated. So, that means they’re on for all TripSource users.

Then we have standard messages. Those provide information and quick tips that drive good traveler choices. These include things like Hannah was just mentioning, with airport parking, hotel amenity reminders, and rental car insurance guidance. And they’re designed to drive policy compliance and reduce spend. Experience polls are also offered as a standard message option. And then, finally, we have custom messages, which are one of my favorites, because they basically are available to ensure travelers are getting the exact information you want to share and exactly when you want to share it.

Miriam Moscovici: All right. Let’s zero in on travel risk management. We all know that’s the number one priority for most managed travel programs. And we know that messaging plays a huge role in your company’s duty of care program. So, Melia, let’s have some examples around traveler risk management.

Melia McFarland: Yeah, you’re right, Miriam. Traveler security messaging does play a big role in a company’s duty of care. And TripSource messaging is designed to help travelers prepare for the unexpected. We provide two kinds of messages that keep travelers informed. I mentioned risk alerts earlier. And they’re part of our core messaging program and are automatically sent to TripSource users within a 50-mile radius of an identified risk. Risk alerts are sent for warning and emergency level issues. So, typically, these include something that’s high impact or a disruption due to security or weather, or any other transportation-related events. A risk alert is triggered if an incident occurs five days before the start or any time before the end of a trip. And they’re sent as push notifications added to a traveler’s trip timeline within the app, which is really convenient, and added to the message center for travelers who use TripSource via desktop. And if they need more information on those incidents, they can click and get more details.

We also offer emergency response alerts that trigger a two-way communication opportunity for travelers to reply if they’re safe. And then those responses are relayed to DecisionSource, where a report is generated for the travel managers. Those emergency response alerts are sent when an incident occurs within 50 miles of a location listed on a traveler’s itinerary. And those incidents are incidents that cause major risk, injury or the potential for death to a traveler. So, emergency responses are delivered through TripSource, through a mobile push notification and in the message center. And then once that traveler opens the alert, they’ll see a window with more information about the incident, along with a prompt to select if they’re safe. So, it says, “I’m safe.” They can click on that or just close the window.

If a traveler chooses not to respond, the client’s travel manager or another designated contact can reach out to the traveler directly. Emergency response alerts do require implementation. And clients have to subscribe to DecisionSource Traveler Care for those. But the cool thing is that both are available at no charge.

Chad Lemon: Oh, wow. Love that.

Melia McFarland: Yeah. I think that’s something that’s really cool, because they provide peace of mind for travelers and their organizations.

Miriam Moscovici: Anything to add, Hannah, to what Melia said?

Hannah Kahn: Yeah. So, we have two different kinds of messaging. We have event versus time messaging. Event is really about there’s an incident or something happens, and you need to know about it quickly, and make a decision about what you’re going to do. So, it could be a flight status, it could be one of those risk alerts that Melia just mentioned. It could be some weather disruption. So, something like that, that we can’t plan in advance for. And that those come up in a more ad hoc way, shall we say. And then there’s time messaging. And time is really about how we want to influence you. We want you to park in a certain spot. We want you to know that there’s a hotel shuttle so you don’t rent a car or things like that.

So, we do look at that as well. And you have to think about how are you layering these all together so that someone doesn’t get 15 messages within an hour, but then they don’t hear from you for the rest of their trip. So, I think when you take those two components and how you think about it, it also helps you build your program more successfully.

Chad Lemon: Okay. We always end the podcast the same way with the same question, but lately we’ve been kind of straying from that. And I think this episode will be no exception. So, I’m curious to know two things. What’s next for TripSource messaging capabilities and how do you see messaging evolving to meet the needs of business travelers? Who wants to take which question?

Melia McFarland: I’ll take the first question, Chad. So, what’s next for TripSource messaging? I think travelers receive more prominent in-tool messaging, such as banners that stand out with relevant messages that influence their behavior, whether the messages are sent pre-trip, on-trip or post-trip. And I think another thing that I’m pretty excited about is that we’re going to see more destination messaging. So, let’s say there’s a female traveler. She’s staying at a hotel in an area of a certain city. Maybe she orders room service instead of venturing out at night. Those destination-specific messages would influence her decision-making, while increasing the travelers confidence, and keeping her safe and informed. So, I think we’re going to see a lot more, like I said, relevant banner in-tool messaging that is eye-catching and can influence behavior, as well as the destination messaging. And I think I’m the most excited about that.

Hannah Kahn: So, I think that leaves me with “how do I see messaging evolving?’ is that right?

Chad Lemon: You got it.

Hannah Kahn: I love this question because I think it’s all about personalization. I think traveler profiles will become really, really important. And instead of where we are now and we’re emerging from it, but it’s pretty black and white. Do you like an aisle seat or do you like an early flight? I think we’re going to see big changes. And it’ll be more like “I’m vegan and where should I eat?” And “I am a huge, I don’t know, Starbucks fan, and where will I find a Starbucks?” And so, I think this sort of geolocation or the idea behind what do I actually… am I interested in? If it’s a hotel that I don’t need a car for, is it in a neighborhood that has stuff around it and things that appeal to me?

So, that’s this personalized where travelers are less and less a commodity, and more about really getting unique messages that make you feel engaged, that your program cares about you and knows what’s important to you. And I don’t think that’s too far off, actually. I don’t know what we mean by future. But I think in the next couple years, we’re going to have really defined personalized messaging programs.

Miriam Moscovici: Chad, what our listeners might not know is that you were in Bangkok recently, during a global incident and you actually got some messaging.

Chad Lemon: Absolutely. As the building I was staying in on the 31st floor was swaying, I did receive some messages about the incident. So, I am here to say, messaging, hyper important.

Miriam Moscovici: Did you mark that you’re okay?

Chad Lemon: And I told everyone that I was okay once I was safely outside. But that’s all for this episode, everyone. Thanks so much for tuning in. We’ll connect with you on the next episode.

Conclusion: Thanks for connecting with us. BCD Travel helps companies travel smart and achieve more. We drive program adoption, cost savings, and talent retention through digital experiences that simplify business travel. Learn more about the topics you heard on this episode by visiting bcdtravel.com/podcast.