{"id":53349,"date":"2024-05-03T12:06:36","date_gmt":"2024-05-03T11:06:36","guid":{"rendered":"https:\/\/reedmackay.com\/?p=53349"},"modified":"2024-05-03T12:06:37","modified_gmt":"2024-05-03T11:06:37","slug":"exploring-business-travel-trends-in-europe","status":"publish","type":"post","link":"https:\/\/reedmackay.com\/au\/exploring-business-travel-trends-in-europe","title":{"rendered":"Exploring business travel trends in Europe"},"content":{"rendered":"\n

Service, sustainability and technology; these themes were outlined as some of the key business travel trends that will impact Europe, according to Reed & Mackay\u2019s Managing Directors (MDs) in France, Spain, Germany and Sweden.<\/p>\n\n\n\n

Europe is a key market for Reed & Mackay, which has made strategic acquisitions and investments on the continent over the last couple of years. These initiatives solidify the travel management company’s (TMC) dedication to providing exceptional service to clients in these local markets as well as to multinational clients.<\/p>\n\n\n\n

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Clients in Europe look for personalised service, sustainability, world-class tech and local knowledge from TMCs<\/figcaption><\/figure>\n\n\n\n

\u201cThe last few years have been monumental in Reed & Mackay\u2019s expansion into Europe,\u201d Reed & Mackay CEO \u2013 UK, Europe & Global Events Julie Oliver says. \u201cHaving operated in France and Germany for a long time, the chance to move into Spain<\/a> and Sweden<\/a> was too good to pass up; the opportunity these markets presented to expand our meetings and events arm, in particular, felt like a natural progression for the business.\u201d<\/p>\n\n\n\n

Discover why Reed & Mackay\u2019s Europe MDs highlight those, and other, trends for European and international clients over the next year and beyond.<\/p>\n\n\n\n

Corporate traveller demand for personalised service grows<\/strong><\/h2>\n\n\n\n

The expansion of Reed & Mackay in Spain<\/a> provides global clients with the confidence they\u2019re working with a TMC that understands the cultural, regulatory and logistical particularities of the market, Reed & Mackay Managing Director Spain Paula Fuster highlights. This, in turn, allows for a highly personalised service that clearly focuses on the client\u2019s business objectives.<\/p>\n\n\n\n

It\u2019s a trend Reed & Mackay Managing Director Nordics Eva Moen<\/a> is also witnessing across Scandinavia, in part driven by the need for closer connections since the pandemic. \u201cThe travel industry has a huge number of suppliers, systems and regulations,\u201d Moen says. “If an organisation works closely with a TMC on their travel programmes, they can solve problems as soon as they arise. It\u2019s difficult to train an AI programme to handle the specific problems that can occur while travelling.\u201d<\/p>\n\n\n\n

Reed & Mackay Managing Director Germany Christoph Zilt <\/a>echoed that the German market is experiencing a similar demand for personalised service. Zilt explains how clients combine Reed & Mackay\u2019s proprietary technology with working closely with their business travel consultants. <\/p>\n\n\n\n

This is a similar situation that occurs for clients in France. \u201cI\u2019m proud of the level of service we offer clients,\u201d Reed & Mackay Managing Director France Johann Smith<\/a> says. \u201cCustomers like the personalised service we provide. I think this will continue to be important for the French market throughout 2024.\u201d<\/p>\n\n\n\n

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Local consultants and the understanding they bring to European markets is fundamental for corporate travel<\/figcaption><\/figure>\n\n\n\n

The value of local knowledge<\/strong><\/h2>\n\n\n\n

Understanding a client\u2019s business and the environment they operate in has become increasingly vital, the MDs all agree. Providing on-the-ground understanding of cultural differences is crucial when working with both local and multinational clients.<\/p>\n\n\n\n

\u201cWe\u2019re a partner to the client; we should be familiar with our suppliers and their offer so our customers can trust us to choose the best travel routes and products for them,\u201d Moen says. \u201cAdditionally, most of our clients prefer to communicate in their local language so, when challenges arise, it provides a sense of security.\u201d<\/p>\n\n\n\n

Fuster agrees local consultants and the understanding they bring to the respective markets is fundamental. \u201cSharing the same language as clients builds trust, establishes and fosters closer working relationships,\u201d Fuster explains.<\/p>\n\n\n\n

\u201cEurope is heterogeneous,\u201d Zilt adds. \u201cThere are many languages and cultures, which means customers\u2019 needs are different across the markets.\u201d<\/p>\n\n\n\n

Smith echoes Zilt\u2019s analysis. \u201cFurthermore, there are major legislative and regulatory differences across Europe,\u201d he says. \u201cWhile we offer similar services, we don\u2019t necessarily use the same routes. This ties back into the personalised service we provide, which considers the specific demands of each market.\u201d<\/p>\n\n\n\n

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Europe is witnessing a growing trend towards more sustainable travel<\/figcaption><\/figure>\n\n\n\n

Eco-friendly travel is on the rise<\/strong><\/h2>\n\n\n\n

Zilt believes there\u2019s been a shift in preferred travel methods among corporate travellers in Germany, moving towards more eco-friendly options, with train travel becoming more popular for business travellers. Meanwhile, in Spain, Fuster notes a growing awareness of business travel\u2019s environmental impact from clients. \u201cThey\u2019re now seeking alternative travel methods that reduce their ecological footprint, without compromising the quality and efficiency of their travel and event arrangements,\u201d Fuster explains.<\/p>\n\n\n\n

This, in turn, has led to a growing focus on providing sustainable options to clients<\/a>. \u201cWe\u2019ve been proactive in developing roadmaps to meet client needs, while complying with new sustainability legislation being implemented across our markets,\u201d Oliver adds.<\/p>\n\n\n\n

Moen agrees, pointing to the Corporate Sustainability Reporting Directive<\/a> as being a principal driver. \u201cThere\u2019ll be requirements for efficient and continuous reporting, as well as for TMCs to provide advisory services,\u201d Moen says.<\/p>\n\n\n\n

Boosting online corporate travel booking<\/strong><\/h2>\n\n\n\n

Clients continue to need TMCs to optimise online booking tools for seamless business travel. And being able to offer clients sustainable travel options within proprietary technology delivers multiple advantages, Fuster adds. \u201cReed & Mackay\u2019s technology allows us to offer personalised solutions that also address an organisation\u2019s environmental concerns,\u201d Fuster says. \u201cIt shows we are committed to providing a comprehensive service that meets changing market demands and ensuring first-class customer experience.\u201d<\/p>\n\n\n\n

It\u2019s technology the Swedish market has also welcomed. \u201cWe are a country with high digital maturity and customers expect us to be at the forefront of technology implementation,\u201d Moen explains. \u201cSo it\u2019s important we deliver technology that also handles all travel-related jobs, from receipt submissions to approvals.\u201d<\/p>\n\n\n\n

Zilt agrees, adding that the current geopolitical landscape also means clients are increasingly focused on risk management for their travellers. \u201cThe R&M portal<\/a> provides a single point of entry for customers to access booking tools, trip security information and reporting, while allowing them to monitor the safety of their travellers with ease,\u201d\u00a0he says.<\/p>\n\n\n\n

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L-R: Paula Fuster, Christoph Zilt, Eva Moen and Johann Smith – Reed & Mackay’s Managing Directors in Europe<\/figcaption><\/figure>\n\n\n\n

The value of in-person meetings and events<\/strong><\/h2>\n\n\n\n

Meetings and events (M&E) is a key area for development<\/a> in Europe throughout 2024 and now having Reed & Mackay in Spain and Sweden, this stream is already well established. <\/p>\n\n\n\n

Zilt also highlights the opportunities for meetings and events growth in the German market over the coming year. \u201cGermany is one of the largest business travel markets in the world, so we know the demand for M&E services is there,\u201d he says.<\/p>\n\n\n\n

Equally, Smith is optimistic about the outlook for M&E in France and expects the Paris 2024 Olympic Games<\/a> to have a significant impact on the demand. Additionally, he believes the number of hybrid or virtual events will decrease, as physical events become a preferred trend, partly due to the continuation of hybrid working.<\/p>\n\n\n\n

The future of AI in corporate travel<\/strong><\/h2>\n\n\n\n

Artificial intelligence\u2019s ability to simplify complex processes means there\u2019s plenty of optimism across Europe about its use to complete admin-heavy tasks in the business travel booking process. \u201cI welcome AI; it will allow travel consultants to focus on providing an increasingly personalised service to clients,\u201d Zilt says.<\/p>\n\n\n\n

And Fuster agrees AI will be integral moving forward in the business travel and events space. \u201cThe growing demand for intelligent technologies, driven by AI, blockchain and machine learning, plays an essential role in business travel, events and conferences; they influence every aspect of the process,\u201d she says. \u201cIn addition, the personalisation and flexibility New Distribution Capability provides business travellers will increase the demand for AI.\u201d<\/p>\n\n\n\n

Get in touch<\/a><\/p>\n\n\n\n

Mail hello@reedandmackay.com to discuss all of your travel and event management needs.<\/p>\n","protected":false},"excerpt":{"rendered":"

Service, sustainability and technology; these themes were outlined as some of the key business travel trends that will impact Europe, according to Reed & Mackay\u2019s Managing Directors (MDs) in France, Spain, Germany and Sweden. Europe is a key market for Reed & Mackay, which has made strategic acquisitions and investments on the continent over the… Read More »Exploring business travel trends in Europe<\/span><\/a><\/p>\n","protected":false},"author":19,"featured_media":53383,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[168],"tags":[739,402,318],"class_list":["post-53349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-au","tag-business-travel-au","tag-europe-au","tag-events-au"],"yoast_head":"\nExploring business travel trends in Europe | Reed & Mackay<\/title>\n<meta name=\"description\" content=\"Discover the business travel trends in Europe - 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