India and China represent 25% of worldwide business travel spending. But expanding a global travel program to these countries requires knowing as much about culture as it does about travel, says John Dale, Asia-Pacific market expert and senior vice president of BCD Travel.
Dale will share his knowledge of the markets during an upcoming Global Business Travel Association session, The Tiger and the Dragon: Expanding Global Travel Programs in India and China. It takes place during GBTA’s conference in Denver, July 16-20, and will draw from an upcoming GBTA paper authored by a team working on their GBTA global leadership professional designation. BCD Global Sales Vice President Debra Cruz is among the authors.
Here are a few of the insights panelists will discuss:
- Allow ample time for discovery. In India and China, it’s essential to understand current processes—and the underlying reasons they exist—before you push for change. The discovery process often reveals challenges or opportunities that foreign visitors won’t anticipate.
- Engage a local leadership champion. Local buy-in is key to success in any country, but it is especially important in India and China. Include local leaders on the implementation team; they often have more influence on employees than higher-ranked corporate leaders from outside the country.
- Develop trust. In-person meetings and time spent developing relationships are crucial to building trust—and business success—with colleagues or clients. Personal visits often are the key to spurring changes in opinions or processes.
- Know “yes” is not always “yes.” In both India and China, messages are often conveyed implicitly, requiring the listener to read between the lines. Be aware of how you send and interpret messages. Get on-the-ground assistance to “translate” meanings in business negotiations.
- Envision the opportunities. Don’t be discouraged by reports that China and India are slow to adopt efficiencies like online booking. Large global corporations that consider country and company culture; map out effective implementation strategies; create and educate employees about strong travel policies; and continuously engage with local stakeholders have seen online adoption rates of 80-90% in these countries.
Going to GBTA in Denver? Register for sessions where you’ll meet the experts from BCD Travel, Advito and BCD Meeting & Events. Be sure to visit BCD’s booth—No. 1406—on the show floor.
