Travel Bureau, Gosforth

B2B Evaluation of Corporate Travel Offering

Travel Bureau identified a need to gather meaningful customer feedback from current users of their Corporate Travel Services. They commissioned Travelscape Limited to carry out a research survey of current and past Corporate Travel Services.

  • to increase awareness of the Travel Bureau Gosforth brand, both locally and within the North East (Market Development)
  • to position the Travel Bureau Gosforth brand as one of quality, ensuring excellent customer service (Brand Awareness)
  • maintain current turnover from corporate division sales in current difficult economic climate and increase in coming financial year (Market Penetration)
  • increase ancillary sales, contributing to overall turnover (Product Development)
Research objectives aimed to encompass the following general tracking metrics to evaluate and track effectiveness of TBG Business Travel.
  • Awareness
  • Familiarity
  • Favourability
  • Perceptions
  • Recommendation
  • Advocacy
  • Satisfaction
  • Propensity to book
 The research survey was conducted using an online survey methodology. The questionnaire was designed to take approximately 10 minutes and sought to elicit the following information from respondents:
  • Profile information such as gender, age and employment
  • Behavioural and other information pertaining to business background
  • Awareness of Travel Bureau
  • Propensity to purchase
  • Brand attributes, values and satisfaction

Travel Bureau wished to investigate uses for new and emerging digital technologies. They wanted to investigate exceptions and to develop those service areas that customer’s value, look to the customer and gear their marketing media to the majority.

Overall though, it is notable that our study provided a snapshot of the type of person whom the Travel Bureau Corporate Travel Services will deal with on a day to day basis. We established that the majority of bookers will be female, aged 35 to 54 years old and will usually be booking on behalf of a colleague. Our recommendation for any future marketing campaigns or branding exercises is that communications are ‘feminised’ and fit the majority in order to gain assurance that any messages are received, understood and acted upon in terms of increasing the propensity to book with the Travel Bureau.