{"id":21369,"date":"2025-02-21T11:01:40","date_gmt":"2025-02-21T16:01:40","guid":{"rendered":"https:\/\/gbta.org\/?p=21369"},"modified":"2025-02-21T11:02:22","modified_gmt":"2025-02-21T16:02:22","slug":"traveler-relationship-status-its-complicated","status":"publish","type":"post","link":"https:\/\/gbta.org\/fr\/traveler-relationship-status-its-complicated\/","title":{"rendered":"Statut relationnel des voyageurs : c&#039;est compliqu\u00e9"},"content":{"rendered":"<p><strong>\u202f<\/strong><em>Dans cette s\u00e9rie de reportages, <\/em><a href=\"https:\/\/gbta.org\/fr\/leadership\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Conseil d&#039;administration de la GBTA<\/em><\/a><em> Les participants partagent leurs points de vue sur les sujets qui comptent le plus pour les membres, le secteur et l&#039;avenir des voyages d&#039;affaires. L&#039;auteur invit\u00e9 d&#039;aujourd&#039;hui est Katharine Farrell, membre du conseil d&#039;administration de la GBTA et responsable du marketing des voyages g\u00e9r\u00e9s chez Serko.<\/em>&nbsp;<\/p>\n\n\n\n<p>Le voyageur d&#039;affaires a le vent en poupe. De nombreux pr\u00e9tendants, des programmes de fid\u00e9lit\u00e9 sophistiqu\u00e9s et repens\u00e9s aux acteurs \u00e9prouv\u00e9s, rivalisent pour attirer son attention et son affection.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Alors que la situation s&#039;intensifie, que doit faire un responsable de voyages ? Voici trois \u00e9l\u00e9ments \u00e0 prendre en compte :&nbsp;<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Choisissez judicieusement vos partenaires. <\/strong>Il est essentiel de s&#039;associer \u00e0 des fournisseurs de voyages qui comprennent les consommateurs d&#039;aujourd&#039;hui et qui font des investissements importants pour rattraper leur retard. Les voyageurs d&#039;affaires entretiennent depuis longtemps des relations avec les g\u00e9ants du commerce \u00e9lectronique et des m\u00e9dias num\u00e9riques qui connaissent leurs comportements, anticipent leurs besoins et proposent des offres tr\u00e8s pertinentes et personnalis\u00e9es pour inciter \u00e0 l&#039;achat. \u00a0<br>\u00a0<br>L\u2019intelligence artificielle est prometteuse pour les acteurs traditionnels de notre secteur, mais il reste encore beaucoup \u00e0 faire pour cr\u00e9er une offre v\u00e9ritablement comparable. En attendant, de nouveaux entrants font une perc\u00e9e majeure. Comme dans toute bonne relation, poser les questions difficiles \u00e0 votre partenaire est essentiel pour un succ\u00e8s continu.\u00a0<br>\u00a0<\/li>\n<\/ol>\n\n\n\n<ol start=\"2\" class=\"wp-block-list\">\n<li><strong>La communication est essentielle.<\/strong> Tout comme les g\u00e9ants du commerce \u00e9lectronique et des m\u00e9dias num\u00e9riques, les fournisseurs de voyages intensifient leurs communications directes avec les voyageurs par le biais de programmes de fid\u00e9lit\u00e9. Parall\u00e8lement, les \u00e9quipes de communication interne des entreprises explorent l\u2019espace consommateur pour engager efficacement les employ\u00e9s avec des campagnes de marketing de marque, des messages personnalis\u00e9s et bien plus encore.\u00a0<br>\u00a0<br>Les responsables de voyages savent que les documents de politique trop denses ont un succ\u00e8s limit\u00e9, mais pour attirer l&#039;attention des voyageurs, une bonne communication est indispensable. Une strat\u00e9gie de communication compl\u00e8te avec les voyageurs, en particulier pour le segment des voyageurs itin\u00e9rants, est essentielle pour articuler les avantages d&#039;un programme de voyage et favoriser le respect des r\u00e8gles.\u00a0<br>\u00a0<\/li>\n<\/ol>\n\n\n\n<ol start=\"3\" class=\"wp-block-list\">\n<li><strong>Restez agile.<\/strong> Que nous r\u00e9servent les cinq prochaines ann\u00e9es ? Personne ne le sait avec certitude. Nous ne faisons qu\u2019effleurer la surface de l\u2019impact que la technologie aura sur notre monde. En regardant en arri\u00e8re, nous reconnaissons maintenant les \u00e9tapes importantes des 20 derni\u00e8res ann\u00e9es et nous disons : \u00ab Ah oui, cela a chang\u00e9 la donne. \u00bb \u00a0<br>\u00a0<br>Je crois que nous sommes \u00e0 l\u2019aube d\u2019un de ces moments. La tol\u00e9rance \u00e0 l\u2019\u00e9gard du statu quo \u00e9volue rapidement, et les gagnants et les perdants seront d\u00e9termin\u00e9s en fonction de ceux qui luttent contre la mar\u00e9e et de ceux qui la suivent.\u00a0<\/li>\n<\/ol>\n\n\n\n<p>Les voyageurs d&#039;affaires sont activement courtis\u00e9s, ce qui complique de plus en plus leur relation avec les fournisseurs de voyages et le responsable des voyages. Attachez vos ceintures, tout le monde. Ce sera un voyage int\u00e9ressant (et passionnant).&nbsp;<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Dans cette s\u00e9rie d&#039;articles, le conseil d&#039;administration de la GBTA partage ses points de vue sur les sujets qui comptent le plus pour les membres, le secteur et l&#039;avenir des voyages d&#039;affaires. L&#039;auteur invit\u00e9 du jour est Katharine Farrell, membre du conseil d&#039;administration de la GBTA et responsable du marketing des voyages g\u00e9r\u00e9s chez Serko. Le voyageur d&#039;affaires a le vent en poupe. De nombreux pr\u00e9tendants, des programmes de fid\u00e9lit\u00e9 repens\u00e9s et sophistiqu\u00e9s\u2026<\/p>","protected":false},"author":71,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"1277,1682,1417,2213,816,2118","_relevanssi_noindex_reason":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1554,37],"tags":[488,48,49,1116],"class_list":["post-21369","post","type-post","status-publish","format-standard","hentry","category-gbta-board","category-research-and-travel-trends","tag-board","tag-business-travel","tag-gbta","tag-industry-trends"],"acf":[],"featured_image_src_large":false,"author_info":{"display_name":"Tara Erwin","author_link":"https:\/\/gbta.org\/fr\/author\/terwingbta-org\/"},"comment_info":"","category_info":[{"term_id":1554,"name":"GBTA Board","slug":"gbta-board","term_group":0,"term_taxonomy_id":1554,"taxonomy":"category","description":"","parent":0,"count":25,"filter":"raw","cat_ID":1554,"category_count":25,"category_description":"","cat_name":"GBTA Board","category_nicename":"gbta-board","category_parent":0},{"term_id":37,"name":"Research and Travel Trends","slug":"research-and-travel-trends","term_group":0,"term_taxonomy_id":37,"taxonomy":"category","description":"","parent":0,"count":966,"filter":"raw","cat_ID":37,"category_count":966,"category_description":"","cat_name":"Research and Travel Trends","category_nicename":"research-and-travel-trends","category_parent":0}],"tag_info":[{"term_id":488,"name":"Board","slug":"board","term_group":0,"term_taxonomy_id":488,"taxonomy":"post_tag","description":"","parent":0,"count":13,"filter":"raw"},{"term_id":48,"name":"business travel","slug":"business-travel","term_group":0,"term_taxonomy_id":48,"taxonomy":"post_tag","description":"","parent":0,"count":417,"filter":"raw"},{"term_id":49,"name":"GBTA","slug":"gbta","term_group":0,"term_taxonomy_id":49,"taxonomy":"post_tag","description":"","parent":0,"count":261,"filter":"raw"},{"term_id":1116,"name":"industry trends","slug":"industry-trends","term_group":0,"term_taxonomy_id":1116,"taxonomy":"post_tag","description":"","parent":0,"count":3,"filter":"raw"}],"taxonomy_info":{"category":[{"value":1554,"label":"GBTA Board"},{"value":37,"label":"Research and Travel Trends"}],"post_tag":[{"value":488,"label":"Board"},{"value":48,"label":"business travel"},{"value":49,"label":"GBTA"},{"value":1116,"label":"industry trends"}]},"featured_image_src":null,"featured_image_src_square":null,"mfb_rest_fields":["featured_image_src_large","author_info","comment_info","category_info","tag_info","taxonomy_info","featured_image_src","featured_image_src_square"],"_links":{"self":[{"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/posts\/21369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/users\/71"}],"replies":[{"embeddable":true,"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/comments?post=21369"}],"version-history":[{"count":1,"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/posts\/21369\/revisions"}],"predecessor-version":[{"id":21373,"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/posts\/21369\/revisions\/21373"}],"wp:attachment":[{"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/media?parent=21369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/categories?post=21369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gbta.org\/fr\/wp-json\/wp\/v2\/tags?post=21369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}