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How to Market Your Corporate Travel Policy to Employees

Without adoption, a travel policy is just another forgotten document

As your company’s travel honcho, you got all your constituents to agree to create a corporate travel policy. Major achievement, that, so good for you! But having a policy won’t help if no one uses it. Your goal was to boost corporate travel compliance, right?

So, now the hard work begins. You have to sell your new guidelines and procedures to those same constituents, and ground your new policy in reality. What are the details that pertain to them? How do the guidelines work in real life?

Turns out you are not only corporate travel manager, you are also travel policy marketing manager. Here are some sales tips that will inspire your business travelers to get on board with the new plan.

Make it traveler-friendly

This is the most important selling point. If your travel policy is not easy and convenient to use, employees will resist. Where’s the motivation to change from whatever they were doing before? You can explain that the new rules are designed to control costs and improve tracking and visibility, but travelers want to know how they will benefit from the new guidelines.

If you included some frequent travelers as you crafted your policies (good for you!), you already know their main pain points, and the new guidelines address them. Start there, as you list all the ways your new corporate travel policy makes their life easier and better, from booking all the way through efficient reimbursement.

Location, location, location

Publish your new corporate travel policy online where it easily accessible – in your company wiki, for example. Then tell everyone where to find it. Everyone – not only current business travelers, but HR and finance teams who are also involved in approving, tracking, and/or otherwise managing travel in your company. Don’t stop there, though.

Create a one-sheet summary of the key points (air, hotel, ground transport, meal, and receipt rules), so travelers don’t have to hunt around for the answers they need. Make it mobile-friendly with an app. After all, we’re talking about workers on the go here. And do not simply print it out and hand it around like some ho-hum memo. Announce it. Give it some fanfare, so every traveler knows they now have a handy reference tool.  

Train employees on the content

Introducing the new policy, and the quick-reference summary, is a start. But what does the policy say? Familiarizing employees with the details builds awareness and gets them thinking about compliance.

  • Hold a “lunch and learn” event for in-house employees or do a video conference for remote workers. Explain the “why” behind specific rules, and include broader picture content regarding why the company has a travel policy in the first place. Explain the benefits for travelers as well as finance and HR teams, but also how the new guidelines will boost overall business performance. Following the rules matters.
  • Make corporate travel policy training part of onboarding new hires – even if they won’t necessarily be traveling for the company at first.
  • Include hands-on practice using your new corporate travel management software. That will be easy if you picked Lola to be your powerful-yet-simple digital solution. (You did adopt a management software platform to integrate with your new corporate travel policy, yes? Digital all-points access to travel guidelines, booking, tracking, and reimbursement processes streamlines travel-related tasks across the board.)

Never stop selling

Every marketer knows the key to success is to keep your product top-of-mind with your audience.

  • Spread the word via email, with links to the full policy and your one-page “cheat sheet”
  • Put up posters (hint: if you’re using Lola, we have posters for you)
  • Send periodic reminders that the policy exists and where to find it
  • Send alerts about internal policy changes – for example, due to popular demand, ride-sharing now reimbursable
  • Send alerts about industry-triggered changes – for example, how does your corporate travel policy now address baggage fees?

Make it interactive

Multi-sensory learning is more fun and more memorable, and gets everyone engaged in thinking about travel policies

  • Create a trivia contest featuring key policy elements
  • Incentivize compliance with prizes
  • Make it fun!

Business travelers have a lot on their minds. They’re busy. Marketing your corporate travel policy helps them understand there are guidelines to be followed and promotes compliance in upbeat, positive ways. Marketing also reminds travelers you’ve made compliance easy. Your new system integrates guidelines with a single, comprehensive booking tool that automatically adjusts for budget parameters. Planning travel is fast, life on the road is comfortable and productive. Now, that shouldn’t be hard to sell!

 

How does your corporate travel policy stack up?

Posted by

Mike Baker

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