SilverDoor’s Partner Engagement Day offers a unique opportunity for serviced apartment operators to hear directly from clients about the requirements and preferences of business travellers. The event is designed to align property operators' priorities with current client demand.
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Over 180 property partners connected at SilverDoor’s fifth annual event, hosted in our new Chiswick Park, London headquarters. Guests enjoyed a client panel, industry Q&A, technology seminar and wellbeing workshop discussing the topics most influencing buying behaviour and booking habits today.
A range of topics were covered including sustainability, data and technology innovation, and cost consciousness with one recurring theme: suppliers and clients need to work collaboratively to enhance efficiencies.
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Client panel: Trends, challenges & opportunities in business travel & global mobility
The panel addressed themes impacting global travel programmes, ranging from harnessing data and reporting to support informed booking decisions, to future sustainability goals.
| Cost vs. Sustainability: the ongoing debate
Choosing more sustainable accommodation options can often increase the nightly rate, which can deter bookers from making certain choices. Danny Cockton of Wood explains that pricing models may need to adapt to include any costs associated with sustainable choices.
Leanne Fowler of TMC, Clarity, also highlighted the potential impact of government budget decisions in 2025, which may influence whether sustainability initiatives will take precedence over cost considerations in corporate policies moving forward.
| A rise in lump sum relocation packages for RMCs
24% of Aires business now involves lump sum relocation options, explained Andy Meadowcroft (Aires). Many customers who are relocating through the programme, are questioning what is on offer for sustainable options and are keen to know about the sustainable credentials behind them.
This sustainable impact is measured when Aires are meeting with their customers. Which, in turn, is “carried forward” to their internal stakeholders regarding what they are doing to achieve overarching corporate goals. Opting for a ‘greener’ accommodation choice might even start being incentivised in operator loyalty programmes – such as free stays. Andy also suggests that heavily publicising such initiatives can only assist with the war on talent, as the emerging workforce values sustainable practices in potential employers.
| Data is vital to truly understanding booker behaviour
Leanne noted an “immaturity in data handling” within the industry, saying there’s a lack of understanding amongst clients in using the data available, leading to questions about the practical impact of reporting. Many travel managers seem to treat data requests as a box-ticking exercise rather than integrating it into strategic decision-making.
Jon Bolger (Deloitte) provided a specific example where data proved this case. Initially, there was an assumption that the rate cap for one of their top-booked locations was too low and needed to be increased. However, after analysing the booking data—both annually and quarterly, and across peak and off-peak periods, it was revealed that the real issue was due to booking behaviour. Bookings were being made too late, resulting in higher rates and not being able to secure their preferred accommodation within budget.
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Industry Q&A
The panel was a mixture of a TMC, Operator and RMC to give the audience overarching and balanced answers. The session also included an interactive segment, where audience members were encouraged to ask questions directly to the panellists.
| A growing need for consolidation in accreditations
Stuart Godwin (Lamington Group) explained there isn’t yet a “silver bullet” in a definitive accreditation for operators that covers all aspects of sustainability. As an industry, there is a need for consolidation in accreditations – including sustainability, building, and wellness certifications, which Stuart predicts to see in the future.
| SMEs slower to adopt online booking practices
SMEs are at around 20% adoption when it comes to online booking tools, Gary Povey (Wings Travel) explains. SMEs tend to be less likely to negotiate their rates in advance 60% of their booked rates aren’t negotiated at all.
This creates an untapped opportunity for agents and consultants, they are in a great place to educate on rates and put more options on the table.
| Approaching 2025 with cautious optimism
Gemma Williams (SIRVA) advises against using 2019 or pre-Brexit levels as a reference point to predict future rates and warns of the implications of using this as baseline for "normal" business conditions.
She acknowledges that there are still hurdles to overcome before reaching a clearer outlook for 2025, Gemma predicts that there will be several mergers and acquisitions in the upcoming year, using a phrase she's adopted: 'Stay alive until 2025’. She also highlighted the upcoming US election as a significant factor that could influence the US economy and buying behaviour as a result, even for businesses not headquartered in the US.
Despite the challenges, Gemma expresses hope for a more positive business environment next year, stating she’s "cautiously optimistic’.
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Technology Segment with Karen Hutchings
Our recently appointed Strategic Advisor Karen Hutchings shared her views on the current technology landscape and how to get ahead of the curve within travel programmes.
| Old Technology vs. New Solutions
The growing desire within corporate travel is for online booking technology to more closely emulate online buying technology within retail.
Within her session, Karen explored reliance on “archaic” legacy systems like the Global Distribution System (GDS) and how it can limit efficiency within processes. She explained that alternative technologies are here to enhance the travel experience: ChatGPT, machine learning and conversational AI can remove admin-based tasks and help efficiently manage and monitor cost, compliance and sustainability in travel programmes.
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‘Put your own safety mask on first’ with Ben Jones (Simply London)
Ben Jones, Client Success Director at Simply London Relocation, shared an honest account of his personal journey with anxiety.
Ben began by emphasising the need for self-care, using the analogy of the number one rule of aeroplane emergency safety: put your own oxygen mask first. He highlighted that within day-to-day life, it can be easy to avoid making your own mental health a priority, but in doing so you’ll be much better equipped to help others.
Through his own research, Ben has found that 86% of industry professionals feel stressed every month, and 75% feel anxious or depressed at least once in the last year.
Ben laid out techniques for professionals (especially those in management) to apply to their day-to-day roles:
- It’s important to create a culture of psychological safety, where employees feel comfortable discussing their mental health with their colleagues and are not afraid to make mistakes
- Ben shared a personal tip: creating a 'worry list,' where he writes down all his concerns and anxious thoughts, then revisits the list a week later. He was surprised to find that many of the items were no longer a concern after a short time
- Ben, a self-proclaimed 'catastrophizer,' shared a technique he uses when he's worried about a pending situation. He imagines the worst-case scenario and compares it to the best-case scenario, and usually finds that reality falls somewhere in between
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If you would like specific topics or trends to be discussed at future Partner Engagement Days, or you would like to be a guest speaker/panellist, get in touch with us at [email protected].
