Redefining Care: Care as a Given

If you've read the previous articles in this series, you’ll know by now that we’re on a mission to redefine care in Business Travel.

Hopefully, we've demonstrated why there is a need to create a new definition of care within business travel, and the benefits to businesses that place care at their core. From changing expectations of customers, to new ways of working and shifts in traveller culture, there is a weight of compelling evidence to suggest that now is the time to start redefining care.

The next step is to realise the challenges ahead and redefine a term which has become too far removed from its purpose.

We need to PASS:

• Place the individual at the centre of our offering;
• Acknowledge the changing nature of the global workforce;
• See the individual as just that: an individual, not a persona or demographic;
• Shift perspectives from what travel DOES to the difference it MAKES.

In essence, redefining care needs to go past the existing definition. It needs to look at the outcomes from the individual’s perspective.

It's personal.

It's focused on the details.

It inspires confidence.

And because we’ve been talking about redefining care, it would feel remiss not to have a shot at that new definition – something to qualify what care means in an individual, care-centric travel programme.

The new definition:

A care-centric programme means considering the needs and drivers of the individual, inspiring the confidence to have meaningful travel experiences, knowing someone has got your back.

Let’s break down what this means:

1. The Individual

It’s got to be personal. But we mean really personal, not AI personal or algorithm personal, designed to upsell and increase profitability.

This draws on deep expertise and experience to deliver the right solution to the individual. That could be knowing travellers’ personal commitments and ensuring they’re home for school pick-up on Friday, or understanding the resource constraints of the travel buyer and implementing bespoke processes to save them time.

2. Inspiring confidence

Care inspires confidence. Knowing someone has your back and cares about the end results boosts confidence in travel and the business travel industry. And confidence promotes growth.

Having confidence in your travel programme isn’t just about enhancing traveller experience.

It’s about the travel booker knowing they are supported. It’s about the stakeholders understanding the value of the supply chain and knowing it's working in the business’ best interest. It's about demonstrating that the industry cares about the people it's serving.

3. Meaningful experiences

The pressure is on to create meaningful travel experiences.

From sustainability to cost effectiveness, the interest in ‘travel for travel’s sake’ is gone. Travellers want to know that their time and resources are delivering purpose. And stakeholders need to see how the associated costs are benefitting both the individuals and the business. Focusing on the details and building business travel programmes that centre on care brings all these elements together.

This new definition not only contributes to growth, but it also moves business travel from transactional to strategic. A care-centric programme places the individual first, meaning it has to be a managed strategy. The focus is no longer on the number of hotel nights per month, or driving down the airmiles. It's on ensuring the individual needs of colleagues are met, extending the workplace culture to the travel programme and beyond. And to do this, travel needs a seat at the leadership table.

We know the world has changed. Focusing on “getting back to 2019” ignores those changes in the industry around us. Consumer-led industries, such as those cited in a recent Accenture study are acknowledging that the future is care-led, and pivoting accordingly. If travel continues to cling on to old philosophies and definitions of care, we will fall behind.

The new definition of care doesn’t just benefit the traveller either.

It benefits the entire industry. A care-led community, culturally wired to go the extra mile, united through a common goal, is a way to both futureproof businesses and stay relevant. It evokes loyalty, confidence, and growth.

So rather than maintain the status quo, why not embrace the shift, embrace the new definition of care, and embrace the future of business travel?

“Our customers receive an unrivalled level of customer care and attention. We are a people-based business and we want to make sure that we do the right thing by everyone, which includes our customers and our people. We’ve redefined care in our business. The wider travel industry and suppliers need to do the same.” Steve Byrne, CEO, Travel Counsellors