CWT Vision - Carlson Wagonlit Travel

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Copyright © 2011 CWT
| Q3 2011
So, how can travel buyers extend the many benefi ts of mobile services to their travelers while ensuring preferred suppliers and
negotiated rates are used, travelers are able to be located and assisted in an emergency, etc.? The following tips off er advice for
programs at varying stages of mobile use:
Don’t ignore mobile. If a company issues mobile devices to some or all of its employees, it certainly cannot fail to
provide guidance on how those devices should be used, including related to travel. Employees likely are also accustomed
to using their personal devices for various business purposes, perhaps including travel. Either way, failure by the travel
program to address mobile does not mean it isn’t being used, it just means the program is missing out on the opportunity
to positively infl uence traveler behavior through this channel. While implementing mobile technologies comes at a price,
travel buyers must also weigh the costs of program leakage that result from lack of a mobile strategy.
Learn what travelers really want. While much attention is paid to some of the more sophisticated functions mobile
devices can execute, as already mentioned, business travelers most frequently express interest in practical functionalities
that help them manage the logistics of travel before, during, and after a trip. Survey your travelers to learn what mobile
features they currently use most often, what particular needs are currently being met through the use of their mobile
device, and what functionalities they’d like the company to off er.
Determine organizational support. Diff erent travel programs will want to approach mobile in diff erent ways based on
company culture, traveler demographics, travel patterns, internal infrastructure, and more. Buyers should work with their
TMC and other suppliers to determine which options best serve the unique needs of their program.
Consider regional nuances. Challenges can arise across geographies when using mobile for travel, in terms of availability
of some mobile applications, their coverage, and the associated costs. As with many aspects of managed travel, global
programs must take into consideration regional nuances when determining a mobile travel strategy.
Establish clear guidelines. As mobile becomes integrated into the travel program, travel policies must increasingly
address acceptable mobile use to the extent possible. It should be clear to travelers which applications are preferred and/
or allowed by the organization, which travel functions the company does and does not support occurring through a mobile
device, and the repercussions for failing to abide by the rules for mobile use.
Ensure integration. To eff ectively support the travel program rather than detract from it, the mobile capabilities selected
for use by the organization must be integrated and fully compliant with existing protocols and processes, such as pre-trip
approvals, safety and security requirements, data privacy and security concerns, reporting capabilities, and more. While this
can add complexity to mobile initiatives, it is worth the eff ort to maintain the integrity of the travel program.
While mobile represents a relatively new way of communicating for many, travel buyers must begin to consider it as yet another
way to make the travel program available to travelers, anywhere they are. Only a little more than a decade ago, online booking
was a new phenomenon that seemed to threaten managed travel; today, most travel buyers could not imagine their programs
without an online component. In another decade, mobile is likely to experience similar widespread adoption, and travel buyers
who embrace it sooner than later will be best positioned for future success in an increasingly mobile world.
CWT makes available to its clients the following mobile off erings:
CWT Market – aggregates popular travel applications and mobile websites into one central application for easy
traveler access, with additional applications added regularly. Available worldwide on the BlackBerry, iPhone and
Android platforms.
CWT To Go – a mobile application that provides travelers access to secure, automated travel itineraries on their
mobile devices, with functionality that enables fl ight status verifi cation, mobile check-in, research of alternate
fl ights, dining options, destination information, etc. The North American launch on BlackBerry took place in
September, with a global roll out planned later in the year. CWT To Go will be available on the iPhone, BlackBerry,
and Android platforms.