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Cape Town - Business travel is possibly the biggest growth sector in the travel world, according to Danny Bryer, director of sales and revenue management for Protea Hotels by Marriott.
Globalisation and the relative ease of modern travel means that more people are travelling for work purposes now than ever before, and they are travelling more regularly.
All this necessitates that service-providers hoping to capitalise on the shift understand who the business traveller is, and what his or her needs and preferences are.
Bryer points out that the world of travel has undergone massive changes in recent years. Technology is a major driver of this change, with apps for bookings and check-ins, online sites for recommendations and reviews, and the ever-present demand for Wi-Fi.
“The demographics are certainly changing fast. Given our history in South Africa, that’s understandable, as regards both gender and race,” explains Bryer.
Millennials – those aged between 18 and 34 - still make up a minority of business travellers, but their numbers are growing.
“It’s seen in the free Wi-Fi we provide, the entertainment options at some of our hotels and even the hotel design. We have incorporated design elements geared to create suitable spaces for people to meet and network with others,” Bryer explains, referring in particular to the Protea Hotels Fire & Ice! by Marriott properties.
This generation of traveller is also more likely to extend their stay to enjoy some leisure time in the place they are visiting. Bryer explains that it’s particularly the case for Johannesburg-based guests coming to Cape Town on business. Many stay on for a weekend, for instance, so that they can travel around the city as a tourist.
It’s a phenomenon known in the industry as "bleisure" travel, and we are certainly seeing an increase in this trend here in South Africa, too,” says Bryer.
Another element that’s important with travellers is the importance of being recognised and rewarded through a good loyalty programme.
Internationally, travellers are known to demonstrate more loyalty to a hotel group based on its loyalty programme. This is an important factor for the Marriott Rewards programme, which recently became available for stays at Protea Hotels by Marriott.
"Listening to what this new traveller wants and responding accordingly and quickly – these are the cornerstones of success in the business travel market," says Bryer.
