Survey Says Business Travelers Will Trade Personal Info for Better Service, Perks

Business travelers book more trips online than ever before and look for sites where they can easily determine the total price of travel booked, according to a survey released by consulting firm Accenture.

The web-based survey of 794 U.S. business travelers who traveled more than 300 miles in the last six months was fielded in July and August 2006.

  • 83 percent said the most important feature an online travel site can provide is the ability to see the total price, including taxes and fees, at the time of purchase
  • 58 percent said being able to redeem points or miles for travel was an important feature of a travel site
  • business travelers are willing to provide additional personal information, such as age, marital status and leisure activities, in order to get better service from their travel suppliers
  • in return for sharing information, business travelers surveyed said they would like to receive perks, including preferred seating or upgrades, discounts and cash back
  • 63 percent of respondents indicated they would be willing to provide additional personal information in exchange for targeted promotions

    Travelers are willing to share preference information but expect the airline, lodging company or rental car firm to use that information to improve service, according to Accenture. The company suggests that travel suppliers consider teaming with other vendors like local restaurants and attractions to create promotions targeted at the traveler’s specific interests.

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