worldchoice aims for business travel market

WORLDCHOICE is launching a second bid to gain a hold in the business travel market, following a previous attempt three years ago.

On September 26 the consortia will unveil its new business travel initiative complete with logo and deals with key suppliers. The move follows the appointment of head of marketing and business travel Trudy Redfern earlier this year.

At its 1999 conference, Worldchoice introduced a business travel scheme following demand from members. Plans included a brochure featuring a range of benefits for business travellers, such as low-cost fares and passport services. However, commercial director Keith Wilson admitted it had not been followed up.

“The new scheme we are introducing is a completely different kettle of fish,” he said. “We didn’t have a business travel manager before and we do now. Since her appointment, Trudy Redfern has been working hard on this project, making deals with airlines and other suppliers to support it.”

The consortium is keen to target business travel accounts of small to medium-sized businesses and plans to unveil services to help its members win these accounts as well as offering members new branding.

“Half of our members have a business travel interest so we want to give them the tools to win new accounts. Hopefully this initiative will help win new members too,” said Redfern.

As part of the project, Worldchoice will be teaming up with four key suppliers: Carlton Tower London, Hertz, Emirates and Silversea Cruises.

But Advantage Travel Centres director of business travel Norman Gage warned: “It has taken us six or seven years to get where we are and glossy logos will not impress business travellers.

“Airlines also want to see revenue returns, not initiatives.”