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July 8, 2008 The Three Segments Of US Online Business TravelersUnderstanding Unmanaged, Lightly Managed, And Heavily Managed Travelersby Henry H. Harteveldt, Elizabeth Stark with Kate van Geldern |
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Executive Summary
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.
TABLE OF CONTENTS
- 47.6 Million US Consumers Travel For Business
RECOMMENDATIONS
- Help Business Travelers Avoid Saying "Booking Travel Is A Pain In The . . ."
- Related Research Documents
This is an excerpt
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