TNS Research Digest Final
Transcript of TNS Research Digest Final
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Research Digest:Adding valueat-destination forthe end traveller
Understanding the business
travellers’ in-trip needs and themobile services they aspire for.
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TNS, on behalf of Amadeus, conducted a study on the needs of the business traveller to determine
what mobile services they value most at destination. The study spanned 1,636 respondents from
eight countries and a series of workshops with travel organisers in November 2012.
The selection criteria were business travellers that
have done at least two business trips with overnight
stays in the last twelve months. Furthermore, at
least one of the business trips in the last twelvemonths had to involve a flight. The respondents
were from the UK, Spain, Italy, France, Benelux,
South Africa, Saudi Arabia and UAE
The study
1,636respondents
8countries
TNS is part of Kantar, one of the world's largest insight, information and consultancy
groups. With a presence in over 80 countries, TNS has more conversations with the world’s
consumers than anyone else and understands individual human behaviours and attitudes
across every cultural, economic and political region of the world.
The selection criteria
2businesstripsin the last 12 months
1of theminvolving a flight
at least
min
Who is TNS?
Introduction
2
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64% were male and the
travellers were 40 years old
and were managers in theircompanies. Majority of them
had a managed or slightly
managed travel policy (30.7%
and 24.9% respectively).
On average
A sub-group, the ‘frequent’ business
traveller (n=330), had a higher-level job
and travelled much more frequently
than the average business traveller
(twenty-one vs. eight times a year),
fifteen of which had overnight stays and
eleven involved a flight. They were more
inclined to arrange their business trips
directly with the provider (unmanaged
travel policy: 42.8% vs. average
traveller unmanaged policy: 44.4%).
The frequent business traveller
Typically, the ‘average’ business traveller did eight trips in the last year, of which six had
overnight stays and five involved a flight.
Who is the Business Traveller?
8
6
AVERAGEbusiness traveller times
in the last year
with overnight stays5involved a flight
21times a year
8times a year
Frequent traveller
Average traveller
Travellingfrequency
40 years old
3
TRAVELLED
64%36%
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35%
70% had travel apps on their smartphones
only
owned companysmartphones
75%
51%discovered new appsthrough friendsor colleagues
These same business travellers were also relatively heavy smartphone users.
Average
Vs
All of them had smartphones, but only 35% of
them owned company smartphones. 89% of them
owned personal smartphones that they used during
their business trip.
75% of business travellers said their company pays
for mobile internet while abroad.
The large majority had a smartphone with a
modern operating system: iOS 28%, RIM 20% and
Android 35%
Among business travellers, 61% were between
intermediate and advanced smartphone users,
meaning they are able to use their phones for social
networking, banking, shopping, video calls. (Basic:
38.7%, Intermediate: 38.1% and Advanced: 23%)On average, they had 17 third party applications
installed, which increased to 27 apps amongst
iPhone users.
51% said that they usually discover new apps
through friends/colleagues.
How do they use their mobile phonein general and while travelling?
Business Traveller
FrequentBusiness Traveller
50%owned companysmartphones
81%
48%discovered new appsthrough friendsor colleagues
All of them had smartphones, 50% of them
owned company smartphones. 85% of them owned
personal smartphones that they have used during
their business trip.
81% of frequent business travellers said their
company pays for mobile internet while abroad (vs
75%).
The large majority had a smartphone with a
modern operating system: iOS 29%, RIM 24% and
Android 35%
Frequent business travellers are slightly more
advanced smartphone users - 64% (vs 61%).
(Basic: 35.8%, Intermediate: 33.6% and
Advanced: 30.3%)On average, they have 19 third party applications
installed (vs 17), which increases to 31 apps
amongst iPhone users.
48% said that they usually discover new apps
through friends/colleagues (vs 51%).4
said their companies paid
for mobile internet abroad
said their companies paid
for mobile internet abroad
64%82% of them used at least 1 travel app during their last trip
preferred to access travel services throughmobile apps rather than mobile web
Looking at allour respondents
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28.7%were BlackBerry
77.9%were more willing to payfor 3rd party apps
Higher-level job positions in UK: considerably more Managers
travelled (60.9% vs. 44.3%).
In Europe, the UK was the only country where BlackBerry, with
28.7%, had a considerable presence (vs. 20.1%).
British people were more willing to pay for 3rd party apps: 77.9%
had paid for at least one app (vs. 71.1%).
They discovered new apps more often through Reviews in blogs and
forums (45.8% vs. 38.0%).
How do they use their mobile phonein general and while travelling?
UK
41.5% of the business travellers had a company smartphone. (vs.
34.8%).
8 out of 10 of the Benelux companies paid the internet abroad for
their employees (vs. 74.8%).
Android was the leader but Windows phones have a relatively high
presence in the Benelux (15.5% vs. 8.3%).
A higher percentage of travellers in France were women (46.6% vs.
36.1%).
Business travellers had lower-level job positions: 60.7% are
Executives (vs. 31.4%).
French companies allowed their travellers to use internet abroad “for
anything their employees want” more often than other
countries/regions (41.7% vs. 33.6%).
The French had more 3rd party apps in their smartphones (24 vs.17), however they paid for them less often (62.4% vs. 71.1%).
The majority of Italian business travellers were women (51.5% vs.
36.1%).
They arranged the business trips on their own more frequently
(49.5% vs. 40.7%).
As in Spain but with less intensity, the main ways of arranging a
business trip were via traditional (60.5% vs. 51.6%) and online travel
agencies (57.0% vs. 45.4%).
Android was more prominent in Italy, 43.0% (vs. 35.6%).Their smartphone usage was generally speaking
more basic (46.5% vs. 38.7%).
46.6%of travellers were women
243rd party apps in theirsmartphones (vs. 17)
had
51.5%of travellers were women
49.5%arranged the business tripson their own more frequently
41.5%of the business travellershad a company smartphone
8 out of 10companies paid for internet abroad
FRANCE
ITALY
BENELUX
5 Comparisons provided are against the total sample average.
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53.0%owned Android handsets
58.5%discovered new apps
through friendsand colleagues
Only 16.5% of Spanish Business travellers were Directors (vs. 24.4%).
The vast majority were Managers (59.5% vs. 44.3%).
Spanish employees were more often encouraged, but not required, to
use the company's travel agency 31.5% (vs. 24.9%).
They preferred to arrange business trips through traditional (72.0% vs.
51.6%) or online travel agencies (66.5% vs. 45.4%).
Spain was the country with the most Android handsets (53.0% vs. 35.6%).
Friends and Colleagues were the main way to discover new apps
(58.5% vs. 51.0%).
How do they use their mobile phonein general and while travelling?
SPAIN
High percentage of women (45.7% vs. 36.1%).
RIM had double the market share in comparison to WEMEA (40.5%
vs. 20.1%).
37.6% were advanced smartphone users (vs. 23.0%).
A higher willingness to pay for 3rd party apps, with 79.8% having
paid for at least one app (vs. 71.1%).
More than 8 out of 10 travellers in UAE were men (84.5% vs.
63.9%).
High representation of directors (33.4% vs. 24.4%) and high
ownership of company smartphone (45.6% vs. 34.8%).
Companies were most restrictive in the travel policy, with only
26.6% allowing their employees to arrange the business trip by
themselves. (vs. 40.7)
Blackberry was the strongest smartphone platform in UAE with the
39.1% of the smartphones (vs. 20.1%).
The vast majority of travellers were men (84.3% vs. 63.9%) and the
proportion of directors is high (30.3% vs. 24.4%). However in contrast to
UAE, just 12.3% had a company smartphone. (vs. 34.8%)
Internet abroad was only paid for by the employer for 66.2% (vs.
74.8%).
Almost half of the business travellers had an Android smartphone (45.6%
vs. 35.6%) and over the half were basic users 51.5% (vs. 38.7%).
They appeared to be more prone to installing 3rd party apps (25 vs. 17).
They were also more likely to discover new apps through reviews
(55.3% vs. 38.0%) and the family (46.7% vs. 39.9%).
84.5%of travellers in UAEwere men
45.6%had company smartphones
12.3%had companysmartphone
had 25 appsand were more prone toinstalling 3rd party apps
40.5%RIM Market share
37.6%were advancedsmartphone users (vs. 23.0%)
UAE
SAUDIARABIA
SOUTHAFRICA
6 Comparisons provided are against the total sample average.
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ConceptNo.
TotalSampleAverage UK Spain France Italy Benelux UAE South AfricaSaudi Arabia
A. Baggage
A. Delay-voucher
1
2
30
30
A. Check-In
A. Itinerary
3
4
29
29
H. Change booking
T. Maps
5
6
29
25
T. Emergency situations
T. Emergency contact
7
8
25
24
S. Expenses
A. Ground. trans.
9
10
24
24
30
30
29
29
28
24
22
25
24
22
A. VIP lounge offer
A. Map & POI
T: Emergency Info
H. Concierge
24
22
28
30
30
30
25
26
19
26
20
20
23
23
L. Book table
T. Click-to-contactT. Converter $-€
L. Reminders
20
28
27
18
22
28
22
30
21
20
24
28
20
20
30
30
30
29
29
20
25
24
24
24
24
30
28
30
29
29
25
25
24
17
16
21
24
21
30
28
25
28
29
22
27
26
21
23
25
22
30
30
30
29
26
24
22
24
24
23
26
30
30
29
30
29
25
25
24
24
23
Top 10 Mobile Servicesfor Business Travellers:
What mobile services are they looking for?
A variety of mobile services were tested with Business Travellers. These concepts came
from the following categories: Flight and Airport Services, Hotel Services, Dining and
Leisure, Experience Sharing, Travel Tools and Expense Management.
The table below represents how the respondents from each market rated the
different mobile services and how it compares to the total sample average.
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9. Expense Management: Expenses4. Flight & Airport: Itinerary
10. Flight & Airport: Ground transportation5. Hotels: Change booking
6. Travel: Maps1. Flight & Airport: Baggage
7. Travel: Emergency situations2. Flight & Airport: Delay voucher
8. Travel: Emergency contacts3. Flight & Airport: Check-in
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Corporations and TMCs on mobile solutions
In the second leg of the study, a series of workshops were conducted with travel organisers
from major global corporations and senior managers from Travel Management Companies
(TMCs). The aim of the workshops was to understand their needs and restrictions as well as
to validate the key findings from the business traveller study.
01.
02.03.
04.
05.
Flight & Airport Services
Hotel
Services
Emergency
ServicesExpense
Management
A to B
BusinessTravellers
01.
02.
03.05.
Emergency
Services
Hotel
Services
Expense
Management
A to B
Flight &
Airport
Services
TMCs
04.
03.A to B
01.
05.
Flight &
Airport Services
04.Hotel
Services
Expense
Management
Corporations
02.Emergency
Services
R e p r e s e n ta t i v e
s
o f C o r p o ra t i o n
s
a n d T M C s w e
r e
p r e s e n t e d w i t h
t h e ca t e g o r i e s
o f
m o b i l e s e r v i c e
s
a n d w e r e a s k e
d
t o o r ga n i s e t h
e m
ba s e d o n t h e i r
p r e f e r e n c e.
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Corporations and TMCs on mobile solutions
In summary, Business
Travellers and Corporations
rated flight and airport
management applications
highest (recognising that
TMCs were more reticent).
There were high levels of
interest in solutions around
emergency situations amongst
Corporations and TMCs, and
although slightly less interest
amongst Travellers.
Although there was a degree of polarisation on the solutions
during emergency situations (some rating it highest, some rating
it lowest), overall it was the second most favoured possible
solution. Least popular were expenses based solutions. For
TMCs, the airport ‘solution’ was much less popular perhaps
illustrating a territorial response to a key TMC service.
Services related to the airport (locating lost
luggage, receipt of a voucher in case of delays,
flight check-in and itinerary management) as
well the ability to make changes to a hotel
booking were considered most desirable.
Corporations
airport services
airport
makingchanges tohotelbooking
Amongstthe Corporations
there was one clear
‘favourite’mobile solution:
Flight
Airportmanagementapplications
BUSINESS TRAVELLERS & CORPORATIONS
RATED HIGHEST
Business Travellers
9
TMCs
priority.
Most desirable services for
For travel organisersfrom TMCs,emergency services was a
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What is the ‘ideal mobile app’?
B u s i n e s s t r a v e l l e r C o r p o r a t i o n s T M C s
· Replicate what’s available
· Fully integrated
· ‘Best in class’
· Delivers added value vs. thousands of other apps
· Natural extension of online
· Makes traveller more efficient and effective ‘on the road’
· Reduce stress, save time and money
· Show timely and accurate information
· Can workon different OS
Shouldn’t
Should
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· Create an app or automate something just because you can; human interactionshould not be underestimated.
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Business travellers used their personal or company smartphones to assist
them during their trips. Most of the travellers had travel apps installed and
accessed these apps during their last trip. They were more interested in mobile
services that were related to flight and airport services such as lost baggage,
delay vouchers, online check-in and itinerary management.
Though most of them do not currently have ‘in trip’ solutions, Corporations andTMCs were interested in developing them as long as the solution does not
replicate what is already available. Corporations and TMCs realised the
benefits of having a mobile solution as it increases the travellers’ productivity
on the road, reduces stress and can lead to cost-effective changes.
Like the Business traveller, Corporations were interested in flight and airport
services, while TMCs ranked emergency services first. Expense management
services were ranked least important across all the respondents. For TMCs, it
was important to note that human interaction and the expertise of the human
counsellor were not underestimated when developing a mobile solution.
Although there are differences in opinion, there was a degree of commonality
across Corporations, TMCs and the Business travellers on what the ‘ideal
application’ – or mobile solution should look like. All were keen to have a fully
integrated solution, which was ‘best in class’.
Conclusions
Business travellers
SMARTPHONEis king
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Research Study:November 2012
Travel management policy
Managed: Employees are required to use the company's travelagency/department.
Slight managed: Employees are encouraged, but not requiredto use the company's travel agency/ department
Unmanaged:1) Employees make their own travel arrangements with thetravel agency of their choice because the company does nothave a travel agency/ department.2) Respondent can make his own travel arrangements with atravel agency of his choice because he/she is self-employed
(1)