July 8, 2008

The Three Segments Of US Online Business Travelers

Understanding Unmanaged, Lightly Managed, And Heavily Managed Travelers

This is the first document in the "Business Traveler" series.

by Henry H. Harteveldt, Elizabeth Stark

with Kate van Geldern

Executive Summary (This is a document excerpt)

Forrester data shows that nearly one in three (29%) US online consumers recall traveling for business last year — that's roughly 48 million US online adults. Based on their employers' travel policies, these business travelers belong to one of three segments: 1) unmanaged travelers, who represent the majority of business travelers (57%); 2) lightly managed travelers, who make up 16% of business travelers; and 3) heavily managed travelers, who account for the remaining 27% of the business traveler population. The three segments of business travelers exhibit very different travel and booking behaviors and also vary in technology device ownership and spending habits. To better serve these segments of business travelers, travel eBusiness and channel strategy professionals should focus on streamlining the booking process, providing useful context about the information being shown to the traveler, and implementing mobile-friendly solutions.

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