Business Travel Summit in Toronto

March 29 2010 by Bryson Forbes

business-travel-summit.jpgLast Thursday, March 18th I was fortunate to have moderated an engaging and informative panel discussion on the state of the Canadian business travel. Best Western, the brain child of this event, pulled together marquee expert panellists with a full house of Canadian media including reporters from the Globe & Mail, Toronto Star and Toronto Sun. The travel trade were well-represented with both Travel Press and Travelweek in attendance, as well. The stunning venue, on the 4th floor of the Toronto Board of Trade, allowed everyone to enjoy the day's bright sunshine which was more indicative of May than March.

Three major themes emerged from the discussion. The first, which Marcia van Frederici, vice president of client management for American Express Business Travel, was the need for our industry to recognize and adapt to a "new normal". Emerging technology, more fiscal pressure and different travel patterns were just some of the points discussed. The panel all agreed the recession changed behaviour and that all sectors of the industry were affected; business travellers in Canada are now more sophisticated and engaged in the process of booking itineraries than ever before.

The second theme can be characterized as renewed optimism. Tony Pollard, president of the Hotel Association of Canada, armed with the group's latest research study, surmised that the worst is over--especially in Canada--and that travel intentions, occupancy rates and prices should all be on the rise in the next twelve months. Tony compared many of the key differences between Canada and U.S., such as why we are in a much stronger position than our neighbours to the south. Most of the rationale point back to a more stable economic system and the subprime mortgage meltdown still reverberating in the states.

Dorothy Dowling, senior vice president of marketing and sales for Best Western reminded us all that listening to our customers goes a long way. Her examples included the fact that most amenities are included in the cost of the room, which has become increasingly important as business travellers are under pressure to reduce travel expenses. Best Western has also invested and changed their communication strategy in order to connect with clients in ways they want to be communicated.

Dorothy passionately spoke about the importance of relationships. Nothing can replace the human connection established when people meet face to face. That statement really struck a chord with the audience and is a fact that's tough to refute.

The summit was a success and while the recession was discussed at length, the feeling was unanimous that the worst is behind us.

Are you back out on the road? What does your "new normal" look like?

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