How Brands Are Helping Travelers Stay Productive On The Go
Travel companies are enabling business travelers and working guests to optimize their productivity away from the office
The line between work, home and play is becoming even less defined. Greater levels of connectivity are enabling consumers to cross fluidly between the competing responsibilities of their daily lives. The travel experience is no different, as customers often blend the purpose of their trips—squeezing leisure activities in between business meetings or responding to client emails during holiday— to maximize their time away.
Jeff Kim, Account Marketing Manager at Asiana Airlines, commented on how this marks a fundamental generational shift in how people view travel. “As young people these days are trying to achieve the most they can as early as they can, they seem to see full vacations during their young adulthood as luxuries they cannot afford… The opportunity cost of lost—read: wasted—time is no longer justified by the salubrious benefits of recreation.”
To support the unique demands of these travelers, brands are offering services and experiences at every step of the journey to help optimize these productive moments, while achieving the balance they seek. In our Travel Debrief, PSFK researchers examined how brands are enabling business travelers and working guests to optimize their productivity away from the office, while encouraging them to achieve a work-life balance. Here are a few of our favorite brand activations that are giving people on-the-go productivity:
Marriott Hotels is testing one-of-a-kind technology that allows guests to sketch their ideas while showering and send their designs to themselves through the touch-sensitive technology built into the shower door. Anything written or drawn in the steam—be it a doodle, math equation or the first line of the next great American novel—can be captured and emailed back to the guest.
In the P2P marketplace, Airbnb partnered with WeWork to lure professionals away from hotels by offering a new business travel experience. WeWork Day Pass allows travelers to spend a complimentary day at WeWork’s coworking space when they rent a property on Airbnb’s website. Sharing economy travelers can enjoy the benefits of having access to a desk, printer, Wi-Fi and other common office facilities while traveling.
Finally, Behere helps women live and work remotely in countries around the world. The service offers digital professionals a foundation to plug into new cities for a month at a time while providing the stats to back it up, including the promise of productivity and cost savings to their bosses. Behere provides private furnished accommodations, coworking space, fitness memberships and a community network in each city.
Experts are backing up this shift. According to PSFK’s travel survey, 44% of experts say that the travel industry needs to invest in infrastructure to help guests’ work be more productive in the next 2 to 3 years. As younger generations gain spending power and take over a larger market share, travel brands will need to adapt to the always-on productivity expectations of this new traveler.