Relationship Marketing Strategy and implementation

Lifecycle Key

determinant

of carrierchoice

No Travel Policy

No preferredtravel agent

Ineffective TravelPolicy in placePreferred travel
agent in place

Travel policy put in place,some exception reportingTypically a menu of carriers;broad discretion on carrier

choice from list

Tightly enforced

policy

1

2

3

4

Many carriersused based on

personalpreference

Some agent

bias

Route dealsspecify routesand discounts

Enhanced MISto tackle andcontrol travel

spend

Discount offeredbased on travel

volume

Analysis of

pattern of travel(agent/corporate)

Analysis of lapses

in compliance

Traveller(+ agents)

Traveller/Agent

CompanyTraveller

Agent

Company

MaturingVolume of

travel

Figure 6.2.7

Key decision maker changes at different points in corporate travel policy life cycle.