Travel managers routinely rank travel data as one of their most important issues.
Yet AirPlus has reported that 56% of North American travel managers surveyed said they would not be willing to pay for better travel data.
OK, so let’s assume those buyers are reasonable folks. How do we explain, then solve this conundrum?
Those buyers must not see much value – provable, hard dollar value – in “better” travel data. I get that. This industry has put up with mediocre travel data for so long that we’re used to ordinary, low-value, blah-blah data and data reporting.
So travel managers don’t know, or at least haven’t described, what they really want. Understandably, anybody who grows up on a daily diet of Big Macs wouldn’t know to ask for a cobb salad or seared scallops. Sure, everybody wants clean data served quickly, but beyond that, the requests for data improvements gets very fuzzy.
So first we have to find clearly valuable improvements to blah-blah travel data. We need a few ways to get travel buyers to say “Wow – THAT is what I want to do with my data!”
Insights, Not Information
Let’s go back to why we use travel data. I’ve cited three fundamental uses: Projecting, Controlling and Reporting. Let’s now think about the fundamental questions, the high-value questions, that travel buyers should always be prepared to answer. Consider these:
Where are my travelers?
How good are my negotiated prices?
Why has our travel spend gone up?
What’s the best travel policy for our firm?
Which travelers are not complying with our travel policies?
Where can… no, where should we save money in our travel program?
Is our firm traveling too much, or too little?
You may have a different set of core questions, of course, but you get the point…travel data has to answer these kinds of questions. The quicker you can get a high-quality answer, the more valuable the data reporting tool.
That's what we're striving for with our Air Clarity and Trip Friction benchmarking. Curious? Let's talk: I'm at 440 248 4111.