In the news: Right-sizing mobile communications

Relevancy and timing are essential when using mobile to engage travelers.

Relevancy and timing are essential when using mobile to engage and assist corporate travelers, BCD Travel’s Torsten Kriedt recently told industry news site Tnooz.

Kriedt, BCD’s vice president of product planning and corporate intelligence, warns against too much messaging. “2016 will see even more brands pretending to own the traveler by increasing investment in their branded digital channels and bombarding customers with irrelevant offers every 48 hours,” he explained in the Tnooz article.

His advice is for corporate travel programs to make smart, strategic decisions about why, when and how often to connect with travelers via mobile. A program that sends well-timed, relevant information, such as preferred ground transportation just as a traveler lands, will have more influence than a program that messages too often with a variety of unrelated offers.

BCD’s innovation strategy makes the most of mobile, Kriedt said. “One of our key priorities is bringing consumer-grade products to business travelers. Our TripSource tools help travelers find the right information on the go—keeping them safe and productive even when disruptions occur. Another priority is on capturing intelligence and analytics that allow our corporate clients to make smart, data-driven decisions on how to achieve savings, improve compliance and manage suppliers.”

Mobile is simply another way to increase influence and improve the traveler experience, Kriedt said. “It enables companies to engage with their travelers throughout the life cycle of a trip—and beyond.”

 

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