European business travellers most reluctant to adopt tech innovation

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Survey finds that European business travellers less likely to embrace tech innovation Survey finds that European business travellers less likely to embrace tech innovation

In the adoption of new travel technology and devices, European business travellers are falling behind the Americas.

Europeans business travellers are less adventurous than those from other locations, with 7 per cent admitting a reluctance to take on travel innovations.

The key findings from a survey of 2,700 business travellers by CWT and Artemis Strategy Group reveal that apart from Asia Pacific travellers, Generation X and boomers are more welcoming of travel innovation at a higher percentage than millennials.

The top three most important electronic devices to bring while travelling abroad for work are cell phones (81 per cent), computers (52 per cent), and portable battery chargers (41 per cent).

Technological innovation is the future, and frequent business travellers are already benefitting from its potential,” said Andrew Jordan, CWT’s chief product and technology officer.

“Business travellers  are people  working away  from  home – so  why  wouldn’t  they  want  to  embrace innovations that make their journeys and their lives easier?”

Leigh Cowlishaw, managing partner at Black Box, commented on the bigger picture in terms of what is important to business travellers: “With Black Box we’re trying to see how people trace the journey of our wellbeing, how do we bring that through, how can we make sure we are considering that? It’s not always about the bottom line.

“When you book a meeting in a venue, they always ask “Is that 9am to 5.30pm?”. What’s stopping us doing 10am to 4.30pm? We’re bringing home the work life balance.

“It’s about not just thinking about the venue space. The experience of a meeting starts as soon as they receive a save the date. It’s about creating a journey and experience that is really memorable.

“It’s also really important that people arrive in good condition. We’re trying to work with the venues so that when they’re putting a meeting together they’re asking how delegates are travelling to the meeting. Are people getting up at 5am to be there? We want to get people not thinking in the way they’ve always thought. We are time-poor. People have an appetite for doing things differently – how can we work better to be more efficient?

“We should all take time out of our day to reflect and look back and follow up and you start the next day in a much better condition.”

Top five countries that embrace travel innovations

  1. Argentina – 85 per cent
  2. Mexico – 85 per cent
  3. Brazil – 83 per cent
  4. Spain – 83 per cent
  5. Italy – 82 per cent

James Lancaster
Written By
James Lancaster

AMI editor James Lancaster is a familiar face in the meetings industry and international association community. Since joining AMI in 2010, he has gained a reputation for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk, read, listen to music, and drink beer.

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