Key Takeaways

  • Learn what it means to be an “influencer” within your organisation 
  • Find out the seven steps for better programme communications 
  • Discover where AI fits into the picture 

Contents

What does it mean to influence a travel programme, not just manage it? 

Mike kicked things off with a poll: on a scale of one to ten, how well are you communicating your travel programme’s value? The responses were all over the place - some sevens, a few fives, and a couple of brutally honest ones. This wasn’t shocking! Travel managers are usually confident in how well they handle operations but less sure about how their work is perceived. 

Holly broke it down simply: “An influencer is someone who models a message and makes it fun and engaging.” She pointed to the short, snappy style of social media content (like the TSA’s account) as something travel managers can learn from, even for procedural content like policy updates.  

Mike connected this back to the role of a travel manager. “You’re responsible for so much, but you don’t have the authority to make it all happen,” he said, explaining that most travel managers act like internal consultants. You can’t force behaviour across departments, but you can influence it with the right message delivered at the right time to the right people. 

Why does a travel programme need a communication strategy? 

Mike said it best: “Communication is key. It can take your programme from being a hidden cost centre to a visible, strategic driver for the business.” Without a strategy, the story of your travel programme gets told by others, usually through complaints about policies rather than recognition of its value or a travel manager’s efforts. 

The impact goes beyond keeping travellers happy. Mike and Holly explained that metrics like travel spend as a percentage of revenue can help tell your programme’s story in a way finance leaders understand. Savings on room rates might not resonate with a CFO but tying that rate to margin improvements can. 

 

What can travel managers learn from great communicators? 

Holly highlighted two people she looks up to for their communication skills: Halliburton CEO Jeff Miller and travel industry expert Karen Hutchings. 

She praised Jeff for his ability to connect with any audience, thanks to his straightforward approach. “His communication is always clear, consistent, and respectful,” she said. 

Karen, on the other hand, encouraged Holly to embrace experimentation. “Someone has to be willing to try new things,” Holly recalled her saying. “You don’t need to roll it out company-wide, but you’ve got to test it somewhere, or nothing will ever change.” 

Both examples point to the same lesson: clear, confident, and consistent communication builds trust faster than flashy presentations or over-polished content. When building out a communication strategy, travel managers should first think about their favourite communicators and why – then, model a strategy after those attributes. 

Seven steps for better communication 

Mike and Holly shared seven steps any travel manager can follow to create a stronger communication strategy: 

  1. Lead with the why: Always explain the reason behind your message first. 
  2. Stick to consistent content styles and channels: Familiarity helps your audience recognise and trust your message. 
  3. Focus on stakeholders: Tailor your content to what they care about, not just what you want to say. 
  4. Simplify your policies: Turn long documents into short, visual guides. 
  5. Use data wisely: Numbers should tell a meaningful story, not just sit on a page. 
  6. Meet people where they are: Customise how you deliver messages for different audiences, like executives or travellers. 
  7. Engage your audience: Don’t just send out one-way announcements—ask questions, use polls, and make it interactive. 

Mike also shared a simple structure for crafting messages: start with data (the science), explain what it means (the story), and close with a clear ask (the pitch). For example, a cost by itself is just data. Comparing it to market trends turns it into a story, and that story makes it a pitch. 

Can AI help with communication? 

Both Mike and Holly use AI tools daily, not to replace their judgement, but to speed up content creation. Holly shared how she uses an AI assistant to organise her calendar, notes, and messages, calling the process “mind-blowing.” 

During the session, they demonstrated how a single AI prompt could generate content for multiple formats: an email, a pop-up for an online booking tool, an intranet, and a one-page PDF. Mike made it clear, though, that AI tools aren’t perfect. “You should never just copy and paste,” he said. Always review and refine drafts before sending them out – you know your style and your programme’s brand best! 

They also shared a toolkit of communication formats to match different needs: town halls for big rollouts, storytelling for common issues, how-to videos for changes, office hours for open dialogue, and fun, recurring content to keep engagement high. 

Build a strategy that makes your travel programme stand out 

A well-managed travel programme deserves recognition. The steps during the education session give travel managers a practical starting point: lead with why, tailor your message to your audience, and use data to tell a story, not just report numbers. 

Ready to improve your communication strategy? 

From simplifying policies to engaging stakeholders, FCM Consulting can create a framework that gets your programme the recognition it deserves. Let’s talk. 

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