Search Travel Market Report

mainlogo
  • News
  • Tours & Packages
  • Cruise
  • Hotels & Resorts
  • Destinations
  • Retail Strategies
  • Niche & Luxury
  • Well-Being Travel
  • Training & Events
  • Who We Are
    • Anne Marie Moebes
    • Barbara Peterson
    • Brian Israel
    • Daine Taylor
    • Dan McCarthy
    • Denise Caiazzo
    • Jessica Montevago
    • Marilee Crocker
    • Mary Gostelow
    • Paul M. Ruden
    • Steve Gillick

T&T Rolls Out Gamification for Biz Travel

by Cheryl Rosen / November 04, 2013

When Travel and Transport decided last year to develop a gamification program for corporate customers, it was making a conscious effort to focus on the carrot rather than the stick approach to travel management.

Whether the carrot approach is the best way to build travel policy compliance will soon be put to the test, as the 67-year old Omaha-based agency is about to launch a technology-based incentive program that rewards and recognizes travelers for good behavior.

The global travel management firm is starting with just “a handful of customers” – four or five clients will introduce gamification programs in the next few weeks, said Travel and Transport vice president of account management Nancy Rissky.

Rewards vs. recognition
Half of those customers will offer their travelers points that can be collected and redeemed for merchandise and travel rewards. The other half will give recognition only, naming the most-compliant travelers on their executive dashboards and in internal publications.

The redeemable-points approach is just a new take on an incentive program, something many large agencies like Travel and Transport and their corporate customers already understand and employ – though usually to motivate sales not travel policy compliance.

The recognition approach is perhaps a better fit for companies such as government contractors and insurance businesses that shy away from – and often are prohibited from – giving outright gifts.

Engage through play
Recognition programs are also a particularly good fit for legal and accounting firms, where many travelers are partners, which makes travel managers hesitate to use the “mandate” word to describe travel policy.

To boost compliance with a travel policy that’s more a suggestion than an order, engaging people in a playful manner, while giving public recognition to travelers who do the most to hold down the firm’s expenses, can do wonders.

And, of course, when employee review time rolls around, being a winner in a travel gamification program looks awfully good on your record.

Gamification takes hold
Gamification is not a new concept, but it is gaining a foothold in Corporate America and among travel industry companies whose clients include early adapters.

In October, for example, mobile meetings technology firm QuickMobile added a standard gamification feature to the event apps it has built for its mostly Fortune 100 customers; the app is aimed at meetings and incentive programs.

The real benefit of gamification is not just motivating an audience through fun challenges, but the ongoing opportunity to communicate over long periods and in real time, said QuickMobile’s Trevor Roald.

In a sales incentive program, for example, a live board can offer up-to-the minute feedback that spurs competition by showing the leading salesperson when a colleague pulls ahead of him.

Science of motivation
It’s not the concept of incentives that is new, Roald said. What’s new is the science of using motivators to drive employees toward given objectives by creating relevance and allowing them to connect on their own terms.

Nor is gamification merely an attempt to motivate younger employees.

“The core tenets are not about reaching younger workers,” Roald said. “They are more about dialing into those core human desires of people of all ages and creating a program that drives them to achieve those desires through a sense of wonder and fun, rather than feeling like they are being forced.”

Getting results
One travel buyer who has successfully implemented gamification is Karoline Mayr, travel manager at the software firm Deltek. Mayr was recently named Travel Manager of the Year by Business Travel News in part for her travel gamification program.

Mayr has developed several gaming contests, including one that entered travelers into a drawing when they booked with Hertz. The winner got a weekend car rental – and Deltek got a 10-percentage-point jump in Hertz market share.

A second gaming contest was developed in cooperation with United Airlines to encourage the early adoption of Kona, Deltek's internal social network, before the company offered it to customers.

Travelers were asked to take pictures that included both the United Airlines and the Deltek logos and post them in Kona. The traveler who posted the most creative picture won United tickets.

Mayr said the contest helped Deltek exceed some of its market-share goals set with United.

She advised travel managers considering a gamification program not to stress over the details.

Just do something fun and easy and see how it goes.

  1
  0
Related Articles
Business Travel Remains a Big Opportunity for Small Agencies
U.S. Business Travelers Spend $424 Billion in 2016
American Express GBT Aims At Small Agencies
Marriott Turns Its Focus To Meetings
Airbnb Partners With Amex GBT, BCD and Carlson For The Corporate Market
Business Travelers Get The Chance To Give Back At Marriott
GBTA Forecasts Moderate Growth In Business Travel
Air Canada Briefly Brings Back World Travel Pass
GBTA Reports Little Change in Business Travel in Europe
American Express Forecasts Business Travel 2016

MOST VIEWED

Brought To You By
  1. Israel Looks Ahead to Reopening for Tourism
  2. Travelers to Quintana Roo Will Soon Have to Pay Tourist Tax
  3. CDC: Vaccinated People Can Now Travel Without Testing or Quarantining
  4. Greece Will Welcome Travelers Again Starting on May 14
  5. CDC: U.S. Cruises Could Resume by Mid-Summer with Restrictions
  6. American Airlines Opens Quarantine-Free Travel Corridor from New York to Italy

MOST EMAILED

Brought To You By
  1. CDC: Vaccinated People Can Now Travel Without Testing or Quarantining
  2. Travelers to Quintana Roo Will Soon Have to Pay Tourist Tax
  3. Greece Will Welcome Travelers Again Starting on May 14
  4. Travel Advisors Add Fees, Urge Clients to Purchase Insurance
  5. NCLH Submits Plan to CDC, Will Require All Guests to Be Vaccinated
  6. Royal Caribbean Returns to the Caribbean in June
Tip of the Day

I think being in contact with [my clients] gave them more confidence in me and the suggestions I offer.

Linda Kinsey, Custom Travel & Cruise

 Share...
Daily Top List
Brought To You By

5 Things Every Travel Agency Should Do To Boost Business

1. Specialize
2. Give a personal touch
3. Find your niche and sell an experience
4. Maintain a high standard of quality
5. Become a salesman…but inspire trust

Source: Azavista.com

 Share...
Previous Daily Top List
Top Stories
Selecting The Right Venue For Meetings And Events
Selecting The Right Venue For Meetings And Events

Look to these six trends in the MICE industry.

Read...
News Briefs
  • Corporate Travel Tool Concur To Offer Airbnb Listings
TMR Outlooks
New to Cruise Outlook
Expedition 2020
Wellness Outlook
View All
Advertiser's Voice
https://img.youtube.com/vi/OOy5da0Dta4/0.jpg
Check-In Clip: When Did You Catch the 'Travel Bug?'
About Travel Market Report Mission Editorial Staff Advisory Board Advertise
TMR Resources Webinars Calendar of Events
Subscribe to TMR
Select Language
Do You Have an Idea Email
editor@travelmarketreport.com
Give Us a Call
1-(516) 730-3097
Drop Us a Note
Travel Market Report
243 South Street, OysterBay, NY, 11771
News|Leisure Travel|Land Vacations|Cruise|Canada Retail Strategies|Well-Being|Luxury|Training
© 2005 - 2021 Travel Market Report, an American Marketing Group Inc. Company All Rights Reserved | 243 South Street, Oyster Bay, NY, 11771 USA | Telephone (516) 730-3097| Terms and Conditions
Cookie Policy Privacy Policy