Understanding Brand-Disloyal Business Travelers

Twenty-nine percent of US online business travelers are actively brand-disloyal, admitting they are not loyal to any travel company. This audience tends to be mostly entrepreneurs who drive their own cars when traveling between cities. Fewer of them are comfortable with technology, and as a result, they're less likely to be business travel Bookers. Those who are Bookers research and buy less travel online than the typical business traveler. But with 12 million brand-disloyal business travelers spending about $3,300 per year on trips, this audience is still valuable, especially to hotels. To engage them, piggyback on the relationships they have with groups that focus on small and medium-size businesses (SMBs), sponsor tools that can help keep them efficient and productive, and make their associates — to whom 29% delegate their business travel booking — love you.