ASTA Viewpoint: Business Travelers Seek Enrichment

Sponsored by the American Society of Travel Agents.

There's a new breed of business traveler out there—and you might be surprised to discover who it is.

It isn't the executive who turns every trip into an 18-hour marathon of meetings and sales presentations, the one who checks into his hotel suite and puts his BlackBerry down just long enough to plug in his laptop, the one who knows every designer java outlet at Heathrow but can't name a single top restaurant in central London.

There will, of course, always be hard-core road warriors whose mission is to get in, get the job done and get out of town as quickly as possible. It's a work ethic their employers probably applaud, but those all-work and no-play business travelers are now in the minority. A recently released 2007 survey of 1,445 travelers by Orlando-based ad agency YPB&R/Yankelovich Partners shows 68 percent of travelers want to incorporate life-enriching experiences into their business trips. Among the pursuits singled out: fine dining, theater performances, sightseeing, cultural experiences and recreational activities.

Planning for downtime during a business trip makes sense from several perspectives. It's good for your health. I travel extensively and I make it a point, for example, to choose hotels with lap pools and decent jogging routes nearby. A daily swim and run are an essential part of my routine. Why skip a day just because I happen to be a continent or two away from home?

Also a bit of escapism is good for a traveler's mental and emotional well-being. There are great ways to relax and recharge as you explore a new destination or rediscover a familiar one. If you're fortunate enough to be sent on company business to some remarkable part of the world, it would be a shame not to experience it beyond the boardroom.

Engaging with others, rather than hiding out in a hotel room, can have unexpected benefits, which leads to this third and most important point. An "enriched" business trip is actually good for business. Deals are regularly struck over a fine meal at an award-winning restaurant or a round of golf on an exclusive course. To create meaningful, lasting relationships with clients, however, it helps if you know something about their culture, history and place. The more curious you are, and the more willing to satisfy that curiosity by actively exploring your destination, the better impression you'll make on your customers, coworkers and stakeholders.

Travel agents have responded to the enrichment trend in some very creative ways, sourcing packages that include concert tickets, weekend car rentals, private sightseeing tours and other activities. They're finding affordable ways for clients to extend their trips or have family members join them. And they're providing the tools business travelers need to navigate a new city or region, including downloadable dining and destination guides, city maps and much more. Catering to business travelers also continues to be a top priority for major hotel chains. With new dedicated "wellness concierges" and in-room fitness programs, hotels are answering the needs of health-conscious guests. Properties are also upgrading their dining rooms and offering such executive-floor perks as wine tastings and spa treatments.

Travel suppliers are eager to oblige the new breed of road warrior. Corporate travel managers, and the decision-makers to whom they report, may need convincing. I urge them to build flexibility into their travel policies, giving employees the time and opportunity to experience a location (whether at their own expense or subsidized by the company) with their feet on the ground. Encourage your travelers to get out of the boardroom and into the world.

Modern business travelers are not immune to the pressures of work deadlines and expectations, the effects of jet lag and disrupted schedules, and the general disconnect from daily life at home. As the Yankelovich study and my own observations as a constant traveler indicate, business travelers are aspiring to bring home more from their trips than a bag of laundry and a handful of receipts.