The findings are clear: compared to using a travel agent, using an OBT results in a significant reduction in the cost of transactions, even if these only represent 3 % to 5 % of the total cost of a trip. Above all, according to the business travel managers surveyed, the price of airline tickets is 7 % cheaper on average when booked online. "Travellers tend to choose the lowest price and book in advance".explains Christophe Renard, Vice President Corporate Marketing and Business Intelligence at Carlson Wagonlit (CWT). Of the customers surveyed and equipped with OBT, the average adoption rate is 52 % for all the countries served by CWT. Unsurprisingly, technology companies make the most use of online booking, with an observed rate of 61 %.
However, this very detailed 120-page study reveals that traveller satisfaction is lower with an OBT than with the services of a traditional travel agency. "Dissatisfaction relates to the time taken to book, access to the lowest fares and the ergonomics of the site".says Christophe Renard. Travellers' expectations mainly concern the ease and speed of booking, as well as 24/7 access to the system. There is still some progress to be made on the interfaces to make OBT easier to use, and in particular to make it easier for employees to understand the company's travel policy. CWT teams are obviously working on these improvements and innovations.
