In the chase for travel management dominance in the Chinese market,
CWT made a bold stride today, launching a completely re-platformed MyCWT product,
which will replace CWT Online starting in the second quarter. According the company,
the open-API architecture will allow the platform to connect with both the third-party
supplier community as well as with clients' internal systems to provide a broad
selection of products, services and content. CWT said it has piloted the
platform with "a few" major clients.
For travelers, the new platform promises to ease the pains of traditional
corporate travel booking platforms in the market. Namely, there's a
mobile-first orientation, which is key to gaining traction with China's
tech-savvy culture. “Given China’s high-tech, mobile-oriented pace of life, we
are excited to launch a digitally-driven customer experience here that helps
clients and employees in this dynamic market achieve their true potential,"
said CWT CEO Kurt Ekert in a statement.
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Users will be able to connect with CWT through multiple
channels, including a mobile-friendly website, a mobile app, live chat
messaging, email and phone calls. They can initiate a booking through one
touchpoint, and then pick up where they left off on another.
According to the company, travelers and
arrangers can also manage all aspects of their trips, from re-booking or making
changes to cancelations and refunds, online check-in, seat selection for trains
and flights, hotel room preferences and visa consultation services or reach out
for support, through any channel.
Payment is a critical question in the Chinese market—if mobile bookings
are key, so is integrated mobile payment. In China, that means AliPay or WeChat
Pay, which handle 90 percent of mobile transactions in the market. MyCWT has both
mobile payment providers covered, in addition to traditional credit cards and UATP.
“The MyCWT
platform in China has been purpose-built for this market, keeping in mind the
priorities and expectations of our customers and their employees,” said CWT's
China general manager Albert Zhong. The company emphasized, however, that
despite its local nuances, the platform integrates seamlessly with its global
platforms.
“We want
to ensure that we’re offering a digital experience that is second to none,"
Zhong added. "Combined with the deep expertise and servicing capabilities
we have around the world, it makes us the perfect partner for fast-growing
Chinese companies who are expanding their footprint overseas, and for global
multinationals who need help managing their travel in China.”
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in-depth coverage of CWT's
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Group's TMC technology-oriented publication The Beat.