Today, planners can coordinate group transport in ways not done before. Technology-driven transportation solutions, such as apps and real-time tracking platforms, have made it easier for travel planners to handle transportation logistics. This includes tasks such as coordinating multiple arrivals, tracking drivers’ locations, and flagging problems like parking issues and changing traffic patterns.
Two Sides, Same Coin
Although at times their roles may overlap, travel managers and event planners approach ground transportation from distinct angles. “Travel managers’ primary goal is to nail down the logistics of business travel, while event planners are responsible for the flow and success of the events they create and host,” says Tim Jones, Cvent director of corporate travel. “Travel managers encounter several challenges when coordinating the final segment of group trips.
These include addressing increasing transportation costs, managing unforeseen changes promptly, and ensuring adherence to corporate travel policies throughout the process,” Jones states.
“Event planners are experts in determining when logistics could be a potential hassle or hurdle for prospective attendees, and how to mitigate this risk,” adds Rachel Andrews, Cvent senior director, global meetings and events.
“This spans choosing the location, venue and lodging with considerations like parking, airport and train station proximity, taxi/ride-share and public transit availability. Additionally, event planners may be involved in the time-consuming process of sourcing ground transportation from suppliers, which includes identifying and assessing bids from multiple transportation vendors, and negotiating and securing event-specific pricing.”
The ability to customize group transport is attractive to planners. “Post-COVID, some people don’t want to travel, while others are very eager to attend conventions, conferences and meetings,” Sanders notes. “Some only need name badges or registration assistance, while others need the full-on, white glove experience of a seamless trip from Point A to B, which may include air travel and ground travel. In these changing times, we figure out a way to make it happen.”
Getting Ahead of Disruptions
Fortunately, making group ground transport a strategic part of a travel policy or a meetings and events policy is gaining traction.The perils of not doing so are great, especially when it comes to the ‘last mile’ of meetings travel (from the airport/train station to the meetings venue). A strong group ground policy should include a number of items, such as a list of approved providers, rules for reimbursement, duty of care, cost containment strategies, cancellation policies, and the bane of a planner’s existence – disruptions and delays.
“Utilizing live status updates ensures that hotel staff can prepare for arrivals in a timely manner,” explains Luther Low, regional operations director, Asia Pacific at CWT Meetings & Events. “When attendees are arriving in a destination, ground transfers are typically scheduled based on individual flight arrival times rather than grouped together, ensuring flexibility to accommodate a delay.”
Beyond the aggravation and stress that delays can cause, they can also incur unexpected fees and costs. While it’s true that many ground companies charge by each car and not per seat (as airlines do on short-haul flights), the inevitable cancellation or change in group schedules is bound to cause chaos. The solution? Be prepared in advance. “By booking group transportation, travel arrangers can negotiate better rates with transportation providers upfront, reducing costs per person compared to individual travel arrangements,” advises Jamisha Breland, CEO of AMAREN Chauffeured Transportation & Management.
It’s not just corporate event planners and travel managers who worry. Delays can also strike fear into the hearts of managers at local venues too, since disruptions in transportation can diminish the overall experience for attendees. According to Joshua Brown, space optimization manager at the Hilton Austin, “A reliable ground partner will keep track of all scheduled flights so there is a consistent awareness of and proactive reaction to any travel delays. Usually, attendees have the flexibility of modifying or canceling their transportation arrangements within two hours of a reservation window.”
Duty of Care on the Ground
Mitigating these disruptions is a safety concern as well. According to research from GBTA and the National Limousine Association, when travel managers were shown six different priorities and asked to rank them in order of importance for their managed ground program, almost three-quarters (73 percent) chose safety as the single greatest priority, (54 percent) for their program or the second greatest (19 percent).
“While we can’t predict the future, planning for safety and security, including during natural disasters, can protect attendees,” Cvent’s Jones explains. “Duty of care policies should encompass having emergency contact information readily available, measures for providing safety updates to travelers, and educating travelers on safety protocols before they embark on their journey,” he says.
“Corporate travel policies should emphasize the importance of clear identification and tracking of both the driver and vehicle. If the service includes a tagging or matching system, such as a unique identification number or shared location tracking, it can mitigate security concerns,” cautions Low.
Using a designated airport coordinator who communicates in real time to the meetings team at the hotel or venue about delays or other kinds of disruptions is another strategy designed to mitigate risk and increase safety.
Furthermore, Eric Okon, COO of the BLS Company, advises, “All vehicles should be equipped with a device that not only tracks the location of the vehicle, but it should also track chauffeur behavior. Harsh breaking/turns, speeding, and distracting driving can all be tracked via in-vehicle tech.”
And as we move into 2025, with the increasing application of AI technologies and its potential for abuse, privacy is increasingly a hot-button issue. “Companies with privacy concerns also need to look at features which may allow tracking of their passengers movements,” says Jeff Rose, CEO of Attitude New York. “Beyond tinted windows, one must consider if vanity plates or vehicles that display the company name may diminish privacy and make it easier to track vehicles. Does this align with your travel policy, and/or duty of care policy?”
You Can’t Please Everyone
“Companies offer a lot of modes of transport, but you can’t be great at everything,” Rose says. “Different vehicles possess different regulatory requirements, so be careful when companies offer themselves up as a one size fits all solution. The disparity of needs within the group is what poses the greatest challenge,” he points out. “Sometimes you’ve got high-level and C-suite executives as well as mid-level staffers in the same group; one bunch requires higher service requirements as well as raised levels of duty of care,” he explains.
For example, Rose cautions that using ride share services may carry risk for corporate travelers due to the provider’s policy that users must indemnify the carrier for any lawsuit filed against them by a third party or the user themselves.
If the ride is paid for with a company credit card, it may put the company at legal risk because of stipulations in the provider’s indemnity clause. “Creating a contracted partnership with a ground transportation company is essential for long-term success,” Okon says. “Bouncing around to different vendors will create inconsistent results.” In addition, a one size fits all policy is something to be aware of when selecting vehicles as well. Often times, larger vehicles such as SUV’s and vans are recommended for safety reasons; other times, shuttles and mini-vans are the correct fit.
“Consistency is key,” Sanders says. “So even if you’re working with one of our affiliates anywhere in the world, we still have eyes on you. The whole process from Point A to B is still booked, billed and managed through Leros and our technology still transfers through, giving control back to the traveler.”
Setting Strategic Priorities
Group ground transportation can indeed be a game-changer for both travel managers and event planners, but what seems to be sorely missing is the emphasis on sustainability.
When it comes to ground transport, the offering of electric vehicles (EVs) and hybrid options are often the only alternatives in sight. According to the NLA research, when companies have carbon emissions targets, they do not typically extend to business travel or ground transportation. In fact, only 16 percent of buyers said their company has a defined emissions target for business travel specifically, and even fewer (7 percent) indicated their company has a target for business travel ground transportation specifically.
However, the winds are changing, and a strong corporate travel policy can make a substantial difference in keeping attendees safe and satisfied. Policies on duty of care, traveler preferences and sustainability should all be in the mix. The wellbeing of those traveling should also be considered, adds Blacklane’s Meskendahl, “so that when they arrive at the event and/or important meeting, they are arriving refreshed and ready to jump right in.”
Because group ground transport allows for last-minute changes in vehicle capacity and configurations, it gives planners the ability to be flexible. The biggest win here is about efficiency. “Instead of dealing with a string of individual ride-share trips or rental cars, everything can be consolidated into one process. It’s cost-saving and easier to manage,” says Cvent’s Jones.
“If your ground transportation needs start piling up, investing in a transportation coordinator could be well worth the extra expense – not just for your own sanity, but for ensuring a seamless attendee experience,” adds Andrews.
“What gives the most peace of mind to both travelers and meeting planners is knowing someone is there for you. When delays or emergencies happen, you don’t want a voicemail box on the other line,” says Sanders. “You want a live person who’s aware of your situation and already looking for options.”
