Remember all those predictions when video-conferencing first came in? Not least that it would mark the beginning of the end for business travel. Executives would talk to each other face to face from offices 3,000 miles apart. Then came the internet: instead of attending conferences, executives would stay in their offices and tune in to presentations.
The predictions were wrong. Business travel has increased at an immense rate over the past decade and will continue to do so.
New technology hasn’t replaced business travel, it has been integrated into it. The American Express TTS survey indicates that technology is a great contributor to the increase of business travel. It says that 92% of corporate travellers use laptops while travelling and that over 50% use cellular phones, making 59% of all of their calls while on the road. Technology means that executives can be on the road – at crucial meetings that clinch deals – and still in contact with the office.
Hotels and airlines must look for ways to embrace new technology and press home marginal differences over competitors if they want to win patronage. Internet access in all rooms and even provision of cell phones is becoming a common service, particularly in Asia. The Ritz-Carlton in Singapore takes this a step further. As Gan Vivienne, director of public relations, says: “Guests may surf the internet at all public areas and meeting rooms. It is now a common sight to see our business travellers surfing the net on their laptops while sipping cocktails at the poolside.”
This Ritz has won numerous awards in just four years since opening in early 1996. Its services extend beyond integrating communications technology. It also boasts one of the largest private art collections with over 4,200 pieces of American modern art.
The Ritz-Carlton was this year’s winner of Euromoney’s annual business travel poll for the world’s favourite hotel. The Shangri-La in Hong Kong came in a close second. Asian hotels dominate the rankings, but in the US the Westin chain scores well partly through concentrating on the basics of good food and comfortable beds. “The Westin Peachtree Plaza distinguishes itself in busy downtown Atlanta by providing guests with the ultimate hotel and guest room experience,” says Jeff Guy, director of sales and marketing for the hotel. “All of our 1,068 guest rooms and suites have been completely redone recently offering a whole new look of casual elegance that appeals to today’s business travellers.
In this competitive market, Westin keeps in front by offering such signature luxury products as the Heavenly Bed.”
Singapore Airlines (SIA) came out top in almost every category as business travellers’ favourite airline. This could simply be because SIA says it gives first-class treatment to all classes. Any traveller can choose from 15 videos on board, telephone and fax services, audio programmes, and travel information. Again technology is a key differentiator. SIA is the first carrier to offer in-flight e-mail using a satellite-based communication network. This is available to customers in all three classes. Michael Tan, SIA’s executive vice-president says: “I believe this is another strong affirmation of SIA’s dedication and emphasis on the customer – whether he or she travels in first, business or economy class.” First-class passengers on SIA do get a few extras though. They have, the airline promises, as well as the usual adjustable seat rest and horizontal leg-rest extension, a four-way electrical lumbar support system with 74 inches of seat pitch.
But with the economy taking a downward turn, equity new issues and M&A deals slowing and banks looking to trim expenses, the trend may change. Next year maybe we’ll see Go and easyJet at the top of our polls.
Hotels and airlines received points on a sliding scale of 4:3:2.
