Interview: Bringing a Consumer Experience to Corporate Travel
Photo Credit: Serko CEO Darrin Grafton, second from right, at a cocktail event with a bunch of happy people. Serko via Twitter / Serko
Skift Take
One of the biggest challenges for companies is simply getting their travelers to book how they're supposed to. The problem seems to be getting worse. Useful personalization and a more consumer-friendly experience will go a long way towards changing that.
Corporate travel is on the cusp of a revolution in traveler experience, yet the path so far has been slow or halting.
For Darrin Grafton, CEO of Australia- and New Zealand-based corporate travel technology company Serko, a better shopping experience is just one of the most important revelations for the sector.
"The way that we sum it up is that you wouldn't walk into a grocery store and buy a can of tomatoes by just seeing a price," said Grafton. "You want to see the packaging, see if it's gluten-free, check the ingredients that are used. Today, it's fine for an enterprise site to just show a flight as a number with maybe a class next to it. The ingredients, the picture of the seat, knowing that it's a new aircraft, all of that sort of stuff doesn't come through, which is quite often activated in the consumer side. That's the paradigm shift."
The company's booking tool Zeno is gaining some traction across the industry, integrated rich content with personalization as Serko part
