In today's corporate climate, where self service means saving money, business travelers are increasingly asked to make their own air, lodging and rental car arrangements through online programs. But those who have been frustrated when doubts arise about whether the bookings are being done correctly or when the process takes too long may want to know they're not alone in reaching for the phone, going back to the old—and presumably more expensive—way of doing business.
That's one inference from a recent survey done by Seattle-based Travelport, a company which provides travel management systems, technology and customer support. It is part of Cendant Corp. which also owns Avis and Budget car rentals, the Galileo computer reservation system and which recently moved to acquire Orbitz.
The poll, which covered 631 U.S. business travelers, found that about a third of those who had the option of booking on line instead used traditional methods, such as calling a travel agent. In general, automated systems are thought to be cheaper than the fees charged for in-person arrangements, provided that employees use them.
In the survey, nearly half of those who abandoned their online system said they did so because they wanted to have a real person confirm that what they were trying to book was actually booked.
Other top reasons were that they were on the road or were trying to make changes at the last minute and found the online process was too complicated, or that specific travel needs couldn't be addressed by online systems.
At the same time the survey found that when such systems work, people like them. Those surveyed cited ease of use as the main reason followed by the fact that automated systems often include preferences, frequent flyer credits and other personal information. They also liked the flexibility of being able to make travel arrangements outside of office hours.
Travel management companies have to provide faster and friendlier online and automated options that build confidence but also meet real world needs, according to Charlotte Blackwell, Travelport's vice president of product and marketing.
Travelport said its programs do that by displaying all flight options, including Web fares and sold-out flights, reducing the need for the traveler to call a third party to find a flight that might not exist. In addition, interactive assistance is available for booking or changing itineraries, it said.
Brian Hace, director of product management for Minneapolis-based Carlson Wagonlit Travel, the world's second-largest travel management company after American Express, agrees, saying “fast and easy” are the key words.
“They want to get on and off. When they can, we see people continue to come back to the system. If it takes too long, people will start giving up the process. That's pretty consistent,” he said.
His company's experience, Hace said, is that if a self-booking system does what it is supposed to do, its rate of use continues to grow, instead of growing to a point and then falling off. It is often the office environment, where workers exchange informal chat, tips experiences about using such systems that helps foster expanded use, he added.
Carlson Wagonlit's “Symphonie” self-booking system which has about 100 corporate accounts in North America has an average use rate of 70 percent—meaning that seven out of 10 employees where it is available are using it on average. At some firms, the rate of use is as high as 90 percent, the company said.
The company is part of the Paris-based Accor Group.
