Wanup research reveals business traveller habits

UK: New research reveals what European business travellers want

New market research conducted by Wanup has uncovered a range of business traveller consumer preferences.

Researchers interviewed 6,000 frequent travellers from European countries. The group was comprised of 25 to 55 year olds, all of whom travel for business.

Wanup found that 62% of those surveyed are part of a loyalty club, particularly hotel loyalty programmes linked to a large hotel chain. Those who were not part of a loyalty programme cited a lack of hotel variety as a reason for not joining a scheme.

Wanup's research also revealed that business travellers view in-destination perks as the most important incentive for joining a rewards programme, followed by cashback and the opportunity to collect advantage points across different platforms.

Dimitrios Buhalis, Head of Department of Tourism and Hospitality at Bournemouth University, said: "Wanup's report provides a comprehensive overview of business travellers and their needs and requirements. As this is a growing and very lucrative market, those who understand and address business travellers' preferences will drive cocreation of wonderful experiences to ease the burden of business trips, make the experience more enjoyable and benefit from customer loyalty. With technology driving change it is inevitable that high tech, high touch solutions and engagement will assist in the future".