You can influence your business travelers’ booking decisions just like retailers influence shoppers’ choices. The tactic, called merchandising, transforms online booking tools into powerful persuaders, as Advito’s Lesley O’Bryan explains in a video Q&A with BCD Travel’s Miriam Moscovici.
During the discussion, recorded during the Global Business Travel Association’s annual convention in Chicago in early August, O’Bryan highlights how merchandising and Traveler EngagementTM helps companies boost in-program bookings and cut costs. (Check out a case study on how financial technology firm Finastra saved over US$650,000 in three months by engaging travelers.)
O’Bryan also talks about her newly elevated leadership role. In July, O’Bryan became senior vice president of Advito, taking over day-to-day operations from April Bridgeman, BCD’s new senior vice president of hotels.