ASATA Column: Which Business Traveller Tribe Do You Belong To?


As the world of business travel management begins to embrace a more personalised approach, travel management companies are strengthening their customer relationships by delivering personalised offers and travel experiences underpinned by cutting-edge technology. This ensures efficiency and helps their customers to be productive while they’re on the move.

Today’s corporate travellers want to be able to add ancillary services, or change their itinerary while travelling, with ease. In fact, he or she is more connected than ever, and demands flexibility and speed.

Highlighting this personalised corporate travel experience, Amadeus, in its recent ‘2014 Business Travel Insights’, identifies four ‘Corporate Traveller Tribes’. Each tribe has its own attitudes to travel and preferences for managing business travel.

Reluctant Traveller

While most business travellers enjoy the experience, these travellers find business trips boring or stressful. ‘Reluctant Travellers’ tend to be older than members of the other ‘tribes’ and are more likely to say that the corporate travel policy negatively impacts their view of their employer.

Corporate Shark

The biggest tribe, the ‘Corporate Shark’ is driven by results, making the most of his/her time even if it means spending more to stay closer to his/her meetings. They are almost twice as likely to believe that travel is critical to the success of their business, and generally hold senior roles in their organisations. This tribe has a positive attitude towards business travel, and most say they enjoy travelling.

Gadget Nomad

These tech-savvy travellers rely on technology to help them stay productive while on the move. They are attached to their smartphones and tablets, and connectivity is their number one priority. ‘Gadget Nomads’ typically hold senior positions, travel often and find business travel interesting. 

Reward Traveller

This tribe makes the most of its business travel experience, collecting loyalty points to earn rewards. Collecting points is their number one priority. They are generally managers, travel more extensively than any other tribe, and find business trips largely interesting. ‘Reward Travellers’ want to add pleasure to business, seeking sometimes to extend their business trip for leisure purposes. 

Otto de Vries