Half of the respondents indicated they use social media to support travel management, and usage is highest (59 per cent) among firms that spend more than $3 million annually on airline travel.
The three key behaviours/objectives noted were:
- social networking to look for preferred vendors and services for travelers;
- seeking to uncover travel patterns that could lead to better vendor rates and services; and
- networking with industry peers [to share knowledge and gain new ideas.]
“It is encouraging to see corporate travel departments becoming more comfortable with this form of collaboration,” said Alicia Tillman, vice-president, corporate affairs and marketing services, American Express Business Travel.
"The most significant barrier to adoption of social media has been the lack of awareness of direct benefits. Some 20 per cent found the business case for social media tools and usage within travel management programmes unclear. Lack of support from upper management (15 per cent) was another obstacle."
The value of the new conversation platforms will soon be recognised by all across multiple industries. We can hence expect a rapid expansion of this new trend from travel purchasing into other commodities in the near future.