Study Finds Travel’s Impact on Retention and Turnover
By Dan Booth
Most travel buyers agree companies can boost employee retention or reduce turnover through various traveler-centric efforts. However according to a new study, entitled Leveraging Data to Improve Traveler Experience, buyers rarely track indicators relating to the traveler experience.
The study, conducted by GBTA in partnership with the Airlines Reporting Corporation (ARC), more than three-quarters of the buyers surveyed said travel upgrades such as business class (80 percent), better quality technology (80 percent), more traveler-centric policies (77 percent) would improve retention and reduce turnover. Other changes, such as additional time off for frequent travel (73 percent), better customer service from their TMC/travel program (68 percent) and better quality vendors/suppliers (63 percent), were other areas of improvement.
However, the survey found most of the data buyers track and disseminate focus on cost and compliance-related issues, including online booking rates, cost savings, and advance purchases. Yet fewer than one-quarter of the buyers surveyed said they share traveler-focused metrics (24 percent) or trip success metrics (14 percent) with other stakeholders at their company.
The majority of travel managers surveyed (71 percent) receive data from their company’s human resources department and most use the data to update traveler profiles. But only 9 percent use the information to analyze or benchmark their program, and only 6 percent use the data to inform their understanding of frequent traveler retention/turnover rates.