Travel and Events
Going beyond corporate travel management
Travel and Events
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A data-driven redefinition of the travel management market By being experts in how and why customers arrange meetings, Capita Travel and Events has differentiated itself from the traditional travel management company and is changing behaviours in how people plan and book travel WRITTEN BY
TOM WADLOW PRODUCED BY
BROGAN BAGGOTT
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usinesses around the world are forecast to spend $1.6trn on travel in 2020*. As companies diversify
and globalise, the need for joined up communication on national, regional and global levels intensifies, and the business travel market is growing steadily as a result. However, as the business travel market continues to grow, so does the need for organisations to analyse how and why they travel, and therefore spend that money smartly. Tremendous leaps in the ability to gather and analyse behavioural data opens up the possibility for organisations to fundamentally 04
alter the way they arrange meetings and associated travel and accommodation. Enter Capita Travel and Events. Managing more than 2.5mn hotel bookings and over 62,000 meetings on behalf of customers every year, the UK firm has helped customers adopt smarter ways of booking and planning travel, to the tune of an average saving of 32% when it comes to air travel alone. Owing to technological and behavioural expertise acquired over recent years and a 24/7/365 dedicated personal service delivered by more than 700 experts, Capita Travel and Events’ customer satisfaction rating of 98.7% is a near perfect endorsement of its work to this day. *https://www.statista.com/statistics/612244/global-business-travel-spending
ACQUIRING EXPERTISE – THE JOURNEY TO DATE It was in 2005 that Capita entered the business travel market, observing how spend was generally being consolidated into centralised procurement functions within mid-large UK organisations. With far greater scrutiny being placed on travel management, Capita seized the opportunity to grow its existing expertise and present a different offering to the traditional market players. A key observation made at the time was in the pattern of spending on travel – typically organisations were spending 50% on hotels and accommodation with the remainder split evenly between air and rail. Given the strong emphasis placed on air travel by traditional travel management companies (TMCs), the ability to find value across that remaining spend became a key focus. The knowledge growth started with the acquisition of Lonsdale
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Travel in 2006, a company which served leading UK names such as the Royal Mail Group, Imperial Tobacco and Legal and General. Two further acquisitions came in 2010, with rail booking technology specialist Harry Weeks Travel and UK number one Hotel Booking Agency (HBA), BSI. James Parkhouse, Capita Travel and Events CEO, explains the importance of the BSI acquisition in growing the company’s footprint: “Acquiring 06
BSI in 2010 launched us into a much larger organisation, where we significantly increased management spend of specialist accommodation services. “We had around £330mn in the personal travel budget, but more important was our ability to attract a big domestic footprint; accommodation programmes, UK rail, domestic air and large meeting and venues spend.” The expertise acquired with BSI and Harry Weeks Travel created a combined entity able to break new ground in the business travel market, backed
BIO
James Parkhouse, Chief Executive Officer James’ focus is on bringing together the different teams within the business to meet customer, partner and business objectives. His role is to align the businesses’ strategy, people, structure, systems and culture to achieve a shared vision. James initiated Capita’s entry into business travel through the acquisition of Lonsdale Travel in 2005, and has led the business as CEO since 2008. He has overseen the strategy of creating a new type of intermediary organisation that combines industry specialists in business travel, accommodation, venue find, meetings and event management. The acquisition and integration of sector leading specialist businesses has created a unique proposition for UK-based organisations. During his tenure, James has overseen five-fold growth and today the business is one of the UK’s leading providers of these specialist services. Prior to creating Capita Travel and Events, James ran Capita plc’s offshore service operations in India, and previously held IT and management consulting roles at Sema Consulting (now part of French company ATOS).
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Gail Bamforth, Chief Financial Officer & Chief Operating Officer Gail’s role is to ensure strong governance around Capita Travel and Events ways of working and to provide the financial insight for the business to make decisions with knowledge and clarity. She has over 20 years’ experience in finance and commercial man-
agement across a variety of sectors. During that time Gail has developed a firm belief in the power of connecting finance with all areas of the business, providing comprehensive insight of our commercial performance, in order to support the delivery of the company strategy. The benefits of working in this collaborative manner with internal and external customers, ensures Capita Travel and Events delivers against its own financial targets whilst enabling customers to achieve theirs.
“ WE’VE EMPLOYED A HEAD OF BEHAVIOURAL SCIENCE TO WORK WITH US TO MAKE SURE WE HAVE THE SAME IMPACT WITH THE MESSAGE WE DELIVER TO AN AMATEUR TRAVELER AND THAT OF A NOVICE TRAVELER. THAT’S IMPORTANT TO US AND HOW WE COMMUNICATE TO OUR CUSTOMERS AND THEIR TRAVELLERS” — Gail Bamforth, Chief Financial Officer and Chief Operating Officer
09 by the financial stability of the Capita
significant travel spend across UK
parent firm. This position was strength-
organisations. Indeed, around 60-70%
ened two years later with the purchase
of all business travel relates to a
of then BSI rival Expotel, bringing on
meeting of some kind and this drove
board its highly sought-after event
Capita Travel and Event’s focus on
management firm, Venues Event
putting Meetings at the heart of travel.
Management – strengthening their event
Gail Bamforth, Chief Financial Officer
management capabilities and expertise.
and Chief Operating Officer, comments:
In 2017 this capability was extended
“NYS was important for us to solidify
further through the acquisition of NYS
and grow our space in the market. It has
Corporate, a York-based travel, meet-
enabled us to provide a much richer
ings and events firm with its proprietary
experience and information within
meetings technology, MeetingsPro.
meetings management to customers
A vital addition given the observation that meetings are a direct result of
and partners, and to show equalisation in their meeting space.” w w w. c a p i t a t r a v e l e v e n t s . c o . u k
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This was absorbed into what
technology platform not only offers
is now Capita Travel and Events,
customers access to financial benefits,
a single company renamed in
but also a unified view of travel spend
2014 that united all of this
across multiple territories.
acquired expertise into one powerful offering. Next on the agenda was scale,
Parkhouse adds: “The UK market had a genuine gap of provision. Larger UK corporates who were spending between
and earlier this year Capita
£5mn and £20mn per annum had limited
Travel and Events partnered with
choice for the kind of spending they had.
GlobalStar in order to cater for
“Corporates had to go to a global
customers with multi-regional
player or a smaller domestic TMC, who
footprints. GlobalStar’s $14bn
were often too small to cope with the
spending power combined with
scale of spending and procurement
a multi-regional standardised
compliance activity.”
BIO
THE HOW AND WHY Leveraging data to understand how and why employees travel is what truly differentiates Capita Travel and Events from traditional market players and is helping organisations avoid unnecessary travel. Beyond this, their ability to capture and analyse multiple data sources from across an organisation enables something really powerful, actionable insight
Trevor Elswood, Chief Commercial Officer Driven by the ‘why should customers choose us?’ principle, Trevor works alongside Capita Travel and Events’ leadership team to ensure the company remains unique, compelling and innovative. Trevor has over 25 years of experience in the sector. In 2000, he joined hotel and meetings specialist, BSI, managing customer and supplier relationships before being appointed managing director. When Capita acquired BSI, Trevor helped integrate the industry’s leading specialists into a single, expert travel and events brand, Capita Travel and Events. Joining the GTMC (Guild of Travel Management Companies) Executive Board in 2017, and the ITM (Institute of Travel and Meetings) board in 2011, his aim is to bring his passion for the industry, broad experience, knowledge and pragmatism, to fellow association members.
into the how and why. w w w. c a p i t a t r a v e l e v e n t s . c o . u k
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Parkhouse continues: “Trevor Elswood, our Chief Commercial Officer, and
“Our vison is not to become
I attend many business reviews where
a company who just book travel and
businesses are spending millions per
meetings for customers, but to be
annum. And we often challenge this
a trusted advisor on how to effectively
spend - How do they know they are
manage travel, meetings and events
spending wisely? Are they helping
spend in an organisation. We want to
people make smarter decisions?
be a real enabler for customers to grow
Should people be traveling at all? If so,
and develop their business and it is our
are they travelling safely? Will it add
vision to go beyond traditional travel
value to the bottom line of their
and meetings management.�
business? Where are people meeting and how are they meeting? Is the 12
meeting itself adding value?
Data has therefore become the key currency for Capita Travel and Events.
Whether it’s using analysis to nudge
safety obligations, yet at the same time,
customers to alter their behaviours or
the traveller is wanting a more consum-
harnessing the power of gamification
erisation look and feel for their experi-
to create scenarios of reward and
ence along with wellbeing, safety and
recognition, decisions on travel and
security still a focus.”
meetings are being made with smarter foundations. This paradigm shift is summed up by
BEYOND THE BOTTOM LINE Employee wellbeing, safety and
Elswood, who comments: “Recognis-
security is an increasing factor in
ing the total cost and impact of travel
organisations’ decisions on meeting
and meetings for an organisation led
and travel arrangements.
us to a new place. Organisations want
By helping organisations optimise
control of both cost, governance and
the frequency and location of meetings 13
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BIO
Neal Poole, Director of Marketing Neal’s experience and expertise of leading and delivering brand and marketing strategies spans 14 years. This experience has seen him work for some of the world’s most recognisable brands across a diverse range of industries, from telco to automotive, and for the past
nine years, corporate travel, meetings and events. He led the branding and collaborative marketing strategies during Capita’s break into travel meetings and events when three specialist businesses came together to create Capita Travel and Events. Forming part of the Senior Leadership team, his continued focus is on building greater brand equity for the combined businesses and support business growth through strategic led marketing.
“FROM OUR PRODUCTS, SERVICES AND PROPOSITIONS, INCLUDING A TECHNOLOGY DEMONSTRATION SUITE, THE ENGINE ROOM IS THE HUB OF OUR BUSINESS, DESIGNED TO EDUCATE, TRAIN AND DEVELOP OUR PEOPLE, CUSTOMERS AND PARTNERS” — Neal Poole, Director of Marketing
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Some of the team at their Swindon office and providing round the clock support, Capita Travel and
across the UK, open all day every day. To support this approach, Capita Travel
Events is removing pain points
and Events established an important partner-
related to travelling for work.
ship with Maiden Voyage, a component of
This duty of care is another key
Capita Travel and Events’ Lone traveller
differentiator, again facilitated by
service, designed to ensure health, safety
smarter processes and systems
and security requirements are met by travel
which are helping shape both the
and accommodation suppliers. Maiden
demand and supply of business
Voyage specialises in delivering a thorough
travel services. Such services are
hotel inspection service, ensuring female and
provided constantly by dedicated
lone travellers can arrive in the knowledge
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PA R T N E R S H I P S
Built on partnerships
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GlobalStar is a worldwide travel management company network. Like Capita Travel and Events, each GlobalStar partner is an expert in its market, deploying the best technology and management to deliver uncompromised local solutions within a global framework. For companies buying on an International multi-regional basis, Capita’s strategy provides UK market expertise and booking services alongside a single global contract, multi-region consolidated data, global account management expertise, access to incredible discounted air fare types through cutting edge solutions, and local emergency support. Trevor Elswood, Chief Commercial Officer, Capita Travel and Events, said: “Our customers are impressed with the specialist way in which we manage their travel and meetings programmes. And as many of those companies globalise with overseas office locations, they want in-market specialists in key International regions, without compromising on
the value of using our expertise for the significant UK market.” Maiden Voyage sets the standard for female friendly hotels based on a strict set of criteria looking at both safety and comfort. With employers becoming increasingly aware of their duty of care obligations, an informed choice takes away some of the guess-work when selecting hotels and of course, hotels deemed female friendly are also just as suited to male travellers. Carolyn Pearson, Chief Executive Officer and Founder of Maiden Voyage said: "We are delighted to be working with hotel experts, Capita Travel and Events, on this initiative and we know that the female business traveller community will thank us for helping them to identify hotels that meet their specific needs. With 51 per cent of female business travellers having reported feeling vulnerable when staying in a hotel we know that there is a genuine need for a trusted standard.
for them during their stay. Capita Travel and Events also specialises in what it calls "Our strict inspection process is based on hard criteria unlike other initiatives we have seen and is far from subjective. We look at physical security elements, walk the area to assess the hotel location and we expect our hotel partners to adhere to certain security measures such as not announcing room numbers out loud. With a number of high profile cases of sexual harassment and assaults in hotels we expect this partnership to drive change across the industry and we are already seeing hotels such as the Leopold in Sheffield and Hotel du Vin in Birmingham making adjustments such as adding a second door lock to the hotel bedrooms."
disruptive services, where it seeks to offer its expertise, advice and dedicated support to travellers in time of need, any time of day or night, be it extreme travel disruption or even terror incidents. “It is a little bit out of the norm for what is seen at a TMC, but not for us, we’re different,” adds Parkhouse. “We see a problem that needs to be solved and have the products and services that can solve it. Our customerfacing teams have to become far more adept and aware of their needs and how we can meet those needs.” These needs may differ depending on who the individual traveller is, and Capita Travel and Events has not left this stone unturned either. Bamforth explains: “We’ve employed a Head of Behavioural Science to work with us to make sure we have the same impact with the message we deliver to an w w w. c a p i t a t r a v e l e v e n t s . c o . u k
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amateur traveller and that of a novice traveller. That’s important to us and how we communicate to our customers and their travellers.”
PEOPLE POWER This highlights the importance of people, as well as technology, in delivering services that are not only efficient, but humanised and personal. Central to communicating Capita Travel and Events’ cultural message to both employees and partner companies is The Engine Room, an engagement hub located in its Derby based head office, designed to 18
educate people, partners and customers on the latest innovation, products and services. Neal Poole, Director of Marketing, adds: “The Engine Room demonstrates everything that we do, how we do it and the value we create for our customers all in one place. From our products, services and propositions, including a full technology demonstration suite, the Engine Room really is the hub of our business designed to educate, train and develop our people, customers and partners.” This is very much the domain of Chief People Officer Laura French, who explains how Capita Travel and Events nurtures employees from the outset. “We use a blend of forums such as
“WE HAVE CREATED AN ENVIRONMENT WHERE OUR EMPLOYEES CAN DEVELOP BOTH THEIR PROFESSIONAL AND PERSONAL SKILLS, HAVE PURPOSE IN WHAT THEY DO AND ENJOY WORKING WITH LIKEMINDED PROFESSIONALS” — Laura French, Chief People Officer
BIO
Laura French, Chief People Officer Laura is responsible for developing Capita Travel and Events’ organisational strategy to meet the challenges of growth and business competitiveness. As part of the senior leadership team, Laura drives the wider change priorities that deliver a successful business model. Accountable for improving leadership capability, she connects the organisation and its people to the purpose of the business implementing organisational structures that support the brand’s vision. Commercially astute and strategically driven, Laura has over ten years’ experience in people transformation, and is passionate about its impact on enriching organisational strategy, design, and the success of brands. She is an inclusive, confident and an inspirational leader who is able to capture buy-in across businesses.
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workshops, posts, quarterly surveys and questionnaires to identify key issues and indicate any priorities for improvement, as well as highlight areas of success and good practice,” she says. “The best ideas continue to come from our employees, who support us in implementing positive changes to our culture and working environment. “For all new employees joining our teams we have 20
a six-month onboarding period to help them settle in and learn everything they need. This is supported every step of the way by their manager, who has a six-month supporting plan too.” Capita Travel and Events has also implemented performance management and development tool, Full Circle, enabling the
French adds: “We have created an
documentation of performance
environment where our employees can
objectives. This allows manag-
develop both their professional and
ers and employees to identify
personal skills, have purpose in what they
learning needs and skills gaps
do and enjoy working with like-minded
to further personal develop-
professionals. We make things fun whilst
ment, in alignment with com-
taking what we do seriously, yet always
pany standards.
maintaining our friendly approach.”
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Engine room artistic impressions, expected to be completed by the end of September
LOOKING AHEAD
This involves providing the
Investment in people has been the corner-
central government and wider
stone of Capita Travel and Events’ success to
public sector organisations with
date, highlighted by the fact that in April it
access to fully managed travel
became one of four companies to be awarded
and venue services, and Capita
a position on the Crown Commercial Service’s
Travel and Events is one of only
(CCS) RM6016 Commercial Agreement under
three organisations able to
Solution 4 (Travel and Venue solutions).
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It is differentiation like this that will continue to define success for the company in the coming years, and investment in people via the likes of the Engine Room will remain a key area of focus as it seeks to remain agile in an ever complex and evolving industry. Selecting appropriate partners and their respective technological exper-
Click to watch: ‘Meetings at the heart of travel’
tise is another vital component of these future plans, the importance of which is outlined by Bamforth: “Technology is
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moving rapidly, so we have to be on the
Travel and Events has differentiated
lookout for new partners to make sure
itself from what was and still is a
we are continuing to lead the market.”
crowded TMC market. Through careful
This is reflected by Parkhouse, who
acquisition of specialist organisations
concludes: “There are always new
and by building on the knowledge and
challenges, changes, emerging products,
nurturing of its own people, and
and new services and that can often take
investment in strategic partnerships
the industry into different directions.
and technology, the company has itself
One thing we don’t do, is stand still.”
travelled a long way over the past 15
By being able to inform and influence
years to change the face of travel,
the way in which customers arrange
meetings and events going beyond that
travel, meetings and events, Capita
of traditional travel management.
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Travel and Events 18 Stanier Way Wyvern Business Park Derby, DE21 6BF T 0330 390 0340 travelevents@capita.co.uk www.capitatravelevents.co.uk