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INSIGHTS

How to align your hotel program with traveller expectations 

The pressure to balance business traveller expectations and corporate travel budgets has never been higher.  

For decision-makers, price and availability matter, especially in busy business hubs where high occupancy can limit choice. According to the latest FCM Consulting Report on hotel programs, the global average room rate reached US$208 in 2025, up US$18 from the year before. Employees need hotels that support productivity, safety, and well-being.  

So, how can organizations build a hotel program that keeps both finance teams and travellers happy? Here’s what FCM Consulting recommends modern travel managers need to focus on in 2026 and beyond. 

Key Takeaways 

  • Build hotel programs around traveller needs by prioritizing location, safety, comfort, and flexibility. 
  • Use policy to guide better choices. Make preferred options clear, practical, and easy to book. 
  • Focus savings where spend is highest. Review top travel markets, rate types, and supplier performance first. 
  • Improve compliance through convenience. 
  • Review data often. Track booking behaviour, rate performance, and traveller feedback to refine strategy. 

The business traveller has changed 

Employees are more protective of their time. They often question whether a business trip is necessary. Hybrid working has also changed how and why people move.  

According to Rachel Newns, Global Hotel Practice Lead, FCM Consulting, “Travel is now more focused on bringing people together with purpose, whether for client work, revenue activity, or internal alignment”.  

Internal meetings that took place in one office now require flights and hotel stays. Project teams and travellers frequently require: 

  • Longer stays, demanding different amenities 
  • Properties equipped for blended travel 
  • An environment that facilitates remote productivity and offers distinct experiences 

Loyalty programs are also a big influencer. Business travellers strongly favour brands where they hold status. When your business travel program ignores these preferences, you’re opening risks to compliance.  

“Driving compliance becomes a challenge when 42% of travellers book outside policy, and only 56% consistently use approved tools. You can’t negotiate what you don’t have your arms around. Getting travellers to book within the program will guarantee that they have access to various rate savings, and increase your leverage,” said Ashley Gutermuth, Head of Consulting, Americas. 

Hotel programs with travellers at the centre 

For years, hotel sourcing decisions were driven primarily by rates and supplier negotiations. While those factors still matter, traveller preferences are increasingly shaping program success.  

To understand your traveller, a few core questions can help bring clarity: Who are we sourcing for? What does success look like this year? What are our cost and risk priorities? What are travellers telling us about their experience? 

Different traveller groups require different approaches, such as:   

Sales team

Travelling weekly, prioritizes location and consistency

Project teams

Higher-risk environments, focused on safety and practicality.

Senior leaders

Travelling frequently, expecting a combination of reliability, luxury, and discretion.

"Historical data provides a useful baseline, but it does not reveal sentiment or anticipate change. Conversations with HR, finance, security teams, and frequent travellers often surface insights that reports alone cannot capture,” said Rachel.  

Next steps for your hotel procurement strategy 

An effective hotel program isn't something you set and forget. Traveller expectations, market conditions, and booking behaviours continue to evolve, which means your program should evolve too. 

As next steps, you should: 

  • Gather traveller feedback regularly to understand what employees value most during business trips. 
  • Assess whether your approved hotels support modern traveller needs, including flexible booking options, wellness amenities, and hybrid-working facilities. 
  • Review loyalty program trends and identify opportunities to align preferred suppliers with traveller preferences. 
  • Analyse booking behaviour and leakage patterns to understand where travellers are booking outside policy and why. 
  • Ensure travellers can easily find and book preferred hotels through approved channels. 

Build a hotel program travellers want to use 

From evolving traveller expectations to sourcing strategies and cost control, download your copy of ‘FCM Consulting Insights Report 2026: Global & Regional Hotel Strategies Ahead of the 2026 RFP Season’, and explore key factors shaping successful hotel programs. 

Download now