KNOW YOUR AUDIENCE COMMUNICATION IS KEY
Kathy Christianson, VP of Organizational
Effectiveness & Development at Travel
Leaders Corporate, believes the best
time to get to know travelers is before
new policies are written. Start by
listening carefully to your travelers’
needs, preferences and frustrations
and take their concerns seriously. Not
only will this help you develop policies
that will enable them to work better
and travel happier, but also including
travelers in the conversation makes
them feel valued, respected and less
threatened by impending change.
“When travelers are asked for their
input up front and they feel part of the
process,” says Kathy, “they are more apt to
comply later.” In addition to listening to your travelers,
it’s also essential that they understand
your goals as a travel manager.
Remember, it’s natural for travelers to
feel resentful of change if they don’t know
why it’s happening. When talking to your
travelers, Kathy suggests proactively
answering the question “What does
this mean to me?” and be honest about
the pros and cons. “Yes, we are asking
you to book in-network hotels, but the
departmental savings will be significant,
which will affect your bonus, and think of
the hotel loyalty points you’ll accumulate
for your next vacation.” By answering
the “what’s in it for me?” question early
on, travelers often become enthusiastic
change agents.
It’s also important to remember
that there is no single method of
communication that works for everyone.
To make sure you reach all your
travelers, Kathy suggests developing
clear and consistent messaging that
is disseminated through a variety of
channels. Emails, signage, small-group
meetings and online tutorials are all
excellent ways to reach a variety of
learning styles.
GET TO KNOW
YOUR TRAVELERS
F F Host a focus group or
town hall meeting
F F Invite your road
warriors to lunch
F F Implement a traveler
satisfaction survey
F F Keep open-door office
hours for casual chats
F F Check in with travelers
on a regular basis
HOW TO REACH A
DIVERSE AUDIENCE
F F Develop clear and
consistent messaging
F F Use a variety of
communication methods
F F Encourage senior
leadership to be vocal
about their support
F F Empower managers
to be effective team
communicators
F F Consider gamification,
including contests,
recognition and rewards
As a travel manager, you know
better than anyone that travel policies
are the backbone of your management
program. But even the most well-
considered policies aren’t worth a dime
if your travelers don’t comply. There
are no quick fixes, no one-size-fits-
all solutions—developing meaningful
relationships and multi-channeled
communications take time. Make the
effort, however, and you’ll build trust
and rapport—both of which can have
huge payoffs for the long-term success
of your travel program.