Businessmen demand better service

USA Today (Society for the Advancement of Education), August, 1996

Are a decent meal and comfortable seat on an airplane too much to ask for? If they are, baby boomers who dominate business travel today may seek alternatives to travel, rather than endure the discomfort and hassle of flying, according to results from the Yesawich, Pepperdine & Brown/ Yankelovich Partners 1996 National Travel Monitor.

"These travelers know the value of their time and don't want to spend it unproductively," explains Dennis Marzella' senior vice president of research and strategic marketing. "They are looking for the travel industry to provide, at the very least, a mastery of the basics."

Assessing airlines, for example, 70% of business travelers say the quality of service is improving. Nevertheless, approximately the same amount feel that seats are uncomfortable and the food is poor. "Lack of responsiveness to these needs by the airline industry encourages consumers to consider high-tech substitutes for business travel."

Responding to basic service issues, more than 40% don't sleep well on business trips, and over 90% want clean, well-maintained rental cars. Going beyond the basics, many hotel chains are offering complimentary shuttle service to and from the airport, discounts for advanced reservations, and breakfast included with the room rate. Car rental companies are stretching their amenities to create convenience and value with discounts for advance reservations, unlimited mileage, express check-in and return, and valet services.

John Nicolls, senior vice president of architecture and design for Hyatt Hotels, concurs. "It's more difficult than ever to be productive when you're on an airplane."

"Business travelers want dependability," indicates Ed Stahl, vice president of corporate marketing for Wyndham Hotels & Resorts. "And our package of amenities--'Business the Wyndham Way'--assures guests that their room is equipped with a dataport allowing them to plug their laptop into the phone for access to the Internet or their e-mail. No matter where they are, they'll have a coffeemaker, hair dryer, [a newspaper] each morning-even 100 watt bulbs for easy reading."

"In view of the general business trend toward corporate downsizing, consolidation, and the possibility of new technology reducing the need for business travel, we expect business travel demand to decline in the years ahead," notes Peter Yesawich, president and CEO of Yesawich, Pepperdine & Brown.