Why Travel Frequency Matters – SmartBrief

The worth of a enterprise journey viewers isn’t measured solely by how many individuals journey.

It’s additionally measured by how usually they do it.

According to the most recent SmartBrief Business Travel Audience Survey:

• 75% take three or extra enterprise journeys every year.
• 67% take between three and 10 journeys yearly.
• 21% take 11 or extra enterprise journeys yearly.

At first look, these numbers inform us it is a extremely cellular viewers.

But in addition they reveal one thing extra vital: For many professionals, journey isn’t an occasional occasion — it’s a part of their common routine.

More Trips Mean More Opportunities

People who journey recurrently for work aren’t simply spending extra nights in inns or logging extra airline miles.

They’re reserving flights, reserving lodge rooms, renting automobiles, utilizing journey apps, navigating airports and making buying selections each time they journey. Each journey creates one other alternative to interact with the manufacturers and providers that help their journey.

For entrepreneurs, that’s an vital distinction. The worth goes past journey  —and lies in professionals’ repeated interactions with the journey ecosystem all year long.

A Consistently Engaged Audience

The SmartBrief survey suggests enterprise journey is frequent for many respondents, and it’s woven into how they work.

That issues as a result of professionals who journey regularly additionally have a tendency to remain knowledgeable by way of business content material, attend instructional occasions and sustain with developments affecting their companies. They’re regularly studying and evaluating new concepts.

Those behaviors create ongoing alternatives for manufacturers to construct consciousness and stay seen.

Rather than counting on a single marketing campaign or occasion, entrepreneurs have a number of alternatives over the course of the yr to bolster their message with the identical viewers.

Why This Matters for Marketers

Travel frequency modifications the best way entrepreneurs ought to take into consideration viewers worth.

For airways, inns, rental automotive firms, on-line journey businesses and different journey manufacturers, frequent enterprise vacationers signify clients who’re repeatedly reserving, evaluating and buying journey providers all year long.

That makes consistency particularly vital.

An always-on advertising technique helps guarantee manufacturers stay seen each time a traveler begins planning their subsequent journey. Rather than competing for consideration throughout a single reserving window, manufacturers have the chance to construct familiarity over time, making them extra prone to be thought of when the subsequent journey choice arises.

Looking Ahead

Business journey isn’t helpful just because professionals are taking extra journeys.

It’s helpful as a result of frequent vacationers repeatedly interact with the merchandise, providers and content material that assist them do their jobs. Every journey creates one other alternative for manufacturers to construct familiarity and reinforce their worth.

The SmartBrief survey reveals that as we speak’s enterprise vacationers aren’t occasional clients. They’re returning many times all year long, making journey frequency one of many strongest indicators of long-term viewers worth.

Explore the Full Research

This article is a part of a collection exploring insights from the SmartBrief Business Travel Audience Survey.

Explore the total infographic to be taught extra in regards to the behaviors, preferences and developments shaping as we speak’s enterprise journey viewers. Download the infographic.

Check out the primary article within the Business Travel collection: Business Travel Is Predictable Again – and that’s a robust sign for entrepreneurs