Finding balance in the evolution of travel programme tech
Travel managers across the world have shared their views on travel technology with GBTA and FCM. Among all the data that’s come from the research, it’s clear that travel technology has evolved and its role in travel programmes has changed. But there is still some way to go, and priorities to be set. Let’s dissect some of the key findings.
There’s a big challenge: time
76% of travel managers in the research told us they spend less than a quarter of their time managing, overseeing or using technology. With so many facets to their roles, travel buyers will lean on their TMC Account Manager to make recommendations when it comes to tech customisation and strategy, and then work with tech teams to implement those changes.
“Partner with a TMC or travel tech provider that has creativity and innovation as its core. You are then essentially outsourcing the agility of your technology to a specialist, while getting the support you need to make core decisions on what to look at next,” says Jo Lloyd, Head of Global Account Management & Consulting at FCM.
An innovation that buyers will be looking for is artificial intelligence, with seven out of 10 buyers telling us they’re interested in exploring AI technology. But do travel managers confidently know where AI fits into their travel programmes and have they spent time to research? Michel Rouse, Chief Product Officer, FCM believes this is part of that wider strategy and partner selection, stressing that “buyers should carefully consider the choices made when it comes to fitting technology to their travel programme. Are they thinking about what future technology is on the horizon and how adaptable the TMC can be when change comes around?”.
There are ways to ease the pain
With time constraints and lots of options out there to investigate, it’s no wonder that 42% of buyers named technology as the biggest pain point in the research.
Flexibility is key. “Buyers need to achieve flexibility within a framework so they are future-proofing their technology stack and harnessing features and products that make sense. But also, so they aren’t left managing all aspects of the technology themselves,” says Jo.
The travel industry has made waves in its ability to digitalise and adapt to travel programme needs, from easier booking flows and preferred, varied content, to AI-powered reporting and chat-enabled support. While the appetite is there from buyers, a shift is needed to prioritise how and when to use these technologies, for the benefit of their programme and their travellers.
It’s all in the numbers
Reporting and analytics were another thread throughout the report. 37% of respondents told us that reporting was an important part of choosing a TMC, while 35% name it as a pain point. Travel managers may separate their reporting time from the time they spend on technology, but the two are increasingly merging. Especially when you factor in AI, which has transformed data analytics.
With 37% of buyers saying that reporting is their TMC’s strongest technology offering (behind 55% saying OBT), it’s clearly been a priority for TMCs. Data is already behind many of the decisions made in travel buying purchases; with more integrations and slicker dashboards, those decisions will have more proof behind them than ever.
Looking for more from your travel programme ?
Reach out to us