The Inside Scoop on What Biz Travelers Want

If you’ve read a story about business travel recently, chances are it included a quote or two from Joe Brancatelli. A veteran magazine editor and consultant, Brancatelli is the man behind Joe Sent Me, a website considered by many to be the voice of the business traveler (www.joesentme.com).

Many of those business travelers pay to subscribe to Joe Sent Me, seeking unbiased information and/or discounts on travel-related items (the site accepts no advertising). Joe Sent Me takes on airlines, hotels and any other forces that impact the lives of the road warrior. Brancatelli is known to be forthright and opinionated. Also, he hears frequently from business travelers about what they need and want – including when it comes to managing their travel. 

Who are your readers?
Brancatelli: It’s an interesting mix of corporate travelers who have to answer to their companies’ travel policies and independent consultants. What pulls them together is that they tend to be in control of their own travel. Even if they’re following corporate policies, chances are they’re high enough in the company that they either had a hand in developing the policies or can violate them when they feel the need to.   

Does that mean they don’t want to use a travel professional?
Brancatelli: No. In fact, a disproportionately high proportion has a travel professional helping them. One of the top five things I’m asked is, ‘Do you know a good travel agent who can do such and such?’

What’s their relationship with their travel manager?
Brancatelli: They might be a little wary of their corporate agency or manager because they’re not sure if they’re looking out for the traveler’s interests or the corporation’s. Those can be two different things. The corporation’s focus is on costs, while the traveler is thinking that he’s the one on the road with all that entails. He has no problem with stepping down in hotel price category if that saves the company money – but not if it means showing up at 11:30 at night at a hotel with no room service. They realize the money they blow on travel is coming out of their bonuses and they don’t want the hotel industry ripping them off on things that are not valuable to them. But they will spend more when there’s a return.   

Are they willing to pay for the services of a travel professional?
Brancatelli: They really are. I know a lot of readers who pay quite a bit of money to subscribe to a blog that tells them how to maximize their [frequent traveler] points. These travelers understand the value of people helping them. They also know the weaknesses of travel agents. When they go on vacation, they realize that their corporate travel manager might not know the best hotel in Hong Kong. They want a specialized travel professional who knows about their specific trip.

What’s the best approach for travel sellers to bring in these travelers as clients?
Brancatelli: My advice to sellers is to put the client first. It might sound like Marketing 101, but look at the Bill Fischers of the world. (Fischer is a veteran travel agent who has long catered to the wealthy and celebrities.) I look at some travel agents and they think the business is owed to them. But it’s not self-evident to a lot of people that they need help. It looks easier and easier than ever before to simply do it yourself.

Maybe the vast majority of travelers won’t pay for advice because they only want the low price. But it’s better to have customers who call once a year and spend $10,000 rather than four times a year and spend $1,000. This type of customer will say to a travel seller, ‘Are you selling me a service I can’t do myself? Can you get me a business class seat cheaper than I can get it? Do you understand the way I want to travel when I’m on business?’ And it’s the same for leisure.

Is it potentially lucrative to sell to these travelers?
Brancatelli: They spend big and are willing to pay for services.

Would they consider using a home-based agent?
Brancatelli: A home-based agent would not be an issue because they don’t care where you’re working. No one asks me if I know a good agent in the nearest strip mall, or where they’re based geographically or physically. A lot of these travelers work out of their homes themselves, so they get it.
   
What is on the minds of your readers these days? Is it all those ancillary airline fees?
Brancatelli: Actually, they are not overly concerned with fees because they are reimbursed for those. Their main concern is reaching the elite level at more hotels and airlines. Even in the reduced world of perks, they know the perks are still out there for the right people. If you are at Diamond level at Hyatt, it’s like 1980 all over again. Every third visit means a very attractive food and beverage amenity – it could be a $60 bottle of wine, whatever. You’re always upgraded. I can’t remember the last time I wasn’t in a Hyatt suite. These are the things that make life easier on the road.