Phat Data 2020

Where are we now? Where are we going? Why does it still matter?
As we near the end of 2019, it’s an interesting time to look back at the impact that data has had on managed travel programs. Has it really changed much or are we still struggling to gain traction in this space? Having interviewed and spoken with many buyers and suppliers over the last twelve months, I have found that this industry still seems to be challenged by several factors when it comes to understanding and managing our data.

First, from the buyer’s perspective, it’s all about having the time to truly tackle data challenges. “How do I even start building out my data strategy when I can hardly find time for lunch?” “I wear so many hats, and my leadership hasn’t asked for anything new in the data space, so I haven’t prioritized it.” “Although I want to create a better value proposition for my program and certainly better data would help, that’s long-term: I’m just staying ahead of today’s crisis!” I can sympathize: It’s not easy to bring new life into your data when we as buyers are busier than ever.

But here’s the thing: It is important, and it can change how you managed your program. More thoughtful conversations can be had around policy, supplier relations and the traveler experience. You just have to make it a priority.

Take an hour a day – or even just 30 minutes if that’s all you can fit in – to focus strictly on your program’s initiatives. Shine a light on how a Phat Data strategy can support your overall objectives and whether you are even focusing in the right direction. Just a hour a day, no e-mail, no phone calls, no Facebook. It may be all the time it takes to build out your strategy, and before you know it, you will have your data plan of attack ready for 2020.

Data Management

Categories: Special ReportData Management

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