The importance of research and branding

Lightspeed Research carried out the global business traveller survey for American Express recently. Lightspeed surveyed 1,040 business travelers from ten countries on behalf of the Business Travel unit of the financial services company during March 2005.

Business travelers were surveyed in each of the following countries: Australia, Canada, China, France, Germany, Japan, Mexico, Norway, the United Kingdom and the United States. Each respondent was required to have taken at least two business trips in the past 12 months with one trip including an air component and overnight stay.

The results are interesting. 65 percent of business travelers around the world identified baggage loss insurance as the most valuable type of business travel insurance, followed by trip delay (61%) and trip cancellation/interruption insurances (61%), emergency medical evacuation/repatriation (57%), baggage delay (55%), air flight coverage for accidental death/injuries (52%) and emergency medical and dental expenses (48%).

Security was a major concern, with 74 percent of global business travelers surveyed finding it important that their company know where they are at all times in case of emergency.

Furthermore, with growth in international travel comes an increase in the need for visa/passport support and traveler insurance. Forty-five percent of travelers said that they felt that online visa and passport support is very valuable. Both Chinese (65%) and French (63%) travelers rated visa/passport support as a priority.

The survey also revealed that 86 percent of business travelers around the world expect to increase or maintain their number of business trips over the next year, led by nearly 69 percent of Chinese business travelers who expect to take more business trips next year.

Moreover, 41 percent of Americans, 34 percent of Japanese and 33 percent of Australian business travelers are expecting increases in travel.

Although I've not seen the full report, there appears to be no mention of the sensuality of curves, the arch of a back, the way fingers curl in a caress, the sway or swish of a dress or ripples in soft cotton sheets, fluffy pillows and creative advertising as being important to business travellers.

I understand that Leo Burnett has 'declined' the chance to participate in a pitch for Malaysia Airlines business in Australia. Rumours abound that Leo Burnett may soon lose the whole Malaysia Airlines account. I wonder why?

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