When Netherlands-based Philips selected BCD as its global travel management company in 2022, the stakes were clear: streamline operations, enforce policy, and cut costs. But in the Asia Pacific region, where travel habits are deeply entrenched and offline booking still holds sway, change couldn’t happen by memo alone.
The APAC challenge: Digital tools meet cultural realities
Philips, a global leader in healthcare equipment and services, needed a swift roll out of two online booking platforms tailored to regional needs: Concur Travel for five key markets (Australia, India, New Zealand, Philippines, and Singapore), and TripSource® China, our in-house solution built for the nuances of domestic Chinese travel.
The goal wasn’t just adoption—it was transformation. Philips needed employees to shift from calling consultants to clicking through vetted and approved options. Every offline booking meant missed savings and compliance.
Strategy over sentiment: Nudging behavior, not just announcing tools
Philips and BCD didn’t rely on top-down mandates. Instead, they deployed a multi-pronged strategy:
- Targeted training: Travel arrangers and travelers received training and guidance tailored to their booking habits.
- Internal campaigning: Philips’ messaging focused on time saved and wider choices—not just policy enforcement.
- Consultant redirects: Travelers who tried to book offline were gently steered back to the OBTs, reinforcing the shift without friction.
- Myth-busting and education: A common belief that international flights required offline booking was tackled head-on; travelers were shown how international point-to-point itineraries could be booked online just as easily as domestic flights.
The payoff: Adoption, savings, and a blueprint for expansion
After two years, the results were hard to ignore:
- Online booking rates in India, Australia, and China surged from under 20% to 70–75%.
- Cost savings topped US$278,000 across the region.
- Booking efficiency improved, with travelers able to compare fares and finalize trips within the OBT, skipping discussions with consultants about their travel preferences or requirements.
The initiative won internal praise and laid the groundwork for possible expansion into other Southeast Asian markets like Vietnam, Indonesia, and Thailand.
“Through our collaboration with BCD Travel, we have learned that robust technology is a key enabler for our corporate travel program,” said Fei Wang, Regional Category Manager for Travel, Meetings & Expense at Philips APAC. We trust BCD’s expertise to help us navigate these opportunities and continue to drive efficiency and productivity in our travel management efforts.”
