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Skift Report: The Rise of Female Business Travelers
1. The Rise
of Female
Business
Travelers
Female Business Travelers are poised to
make up a significant share of the Business
Travel Market. They already control 60%
of the wealth in the U.S. and influence 85%
of all purchasing decisions. Women are
high-tech, mobile, connected, and social.
They like to book on the move and represent
58% of online sales. Learning how to attract
and retain the loyalty of Female Business
Travelers is key for travel brands who want to
maintain their competitive edge by getting
ahead of this influential trend.
SKIFT REPORT #18
2014
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By Marisa Garcia and Skift Staff
WWW.SKIFT.COM
Sponsored by
3. The Rise of Female Business Travelers SKIFT REPORT #18 2014
3
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About us
4. Companies from across the travel cycle — corporate travel agents,
airlines, car rental companies, hotels, meetings/conventions — are
changing to meet the needs of female business travelers. We’ll look
at these changes and analyze the scope of this trend, considering
the features of product and design which matter most to women
including critical matters of security, and other travel experience
features. We will also review how to develop advertising and mar-
keting strategies which will appeal to women, and focus on how
women use technology for travel planning and bookings, and how
actively women rely on social media, from sharing travel intelli-
gence to rating hotels.
• Women represent just over half the world’s population and 60%
of the wealth in the U.S.
• Women influence 85% of all purchasing decisions, and account
for 58% of online sales.
• 47% percent of women who travel, travel for business.
If we believe the advertising of most sectors in the travel industry
from hotels to transport, then business travel is the exclusive do-
main of suit and tie wearing, greying white men — and Asian and
Middle Eastern men, too, from time to time — who appear to be
pondering the weighty matters of life.
When women appear in these advertisements it is often as the
companion of the man in the commercial, or as the wife this busi-
nessman comes home to, usually with a golden-haired daugh-
ter running to greet him. On occasion, this presentation varies to
include a non-caucasian couple and the child running to greet the
father is sometimes a boy.
These same commercials run on endless-loop at hotels on their
branded channel, often already playing when the business traveler
arrives in the room, disregarding the reality that increasing num-
bers of the business travelers checking into those rooms are women
who do not see themselves or their lives in the “idealized” world of
those commercials.
Executive summary
The Rise of Female Business Travelers SKIFT REPORT #18 2014
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5. This stereotype is perpetuated in traditional media and reflected in
the products and services offered and in the design of the facilities.
Breaking away from this stereotype, and dealing with the traveler
profile in an objective manner that acknowledges the rise of women
as business travelers, will benefit travel brands.
There are significant business opportunities available to smart
brands who cater to the needs of this female business traveler mar-
ket segment. To help savvy travel brands capitalize on the opportu-
nity this demographic represents, we will focus on the needs of fe-
male business travelers, present some examples of product features
which will be of added-value to the female business traveler, and
suggest advertising and technology strategies for brands which want
to increase their appeal to women who travel.
The Rise of Female Business Travelers SKIFT REPORT #18 2014
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