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Originating from: Aviation News nummer 85 / September 2020
UNIGLOBE Travel: new corporate identity and online booking platform UBI
The coronavirus is having a major impact on business travel. Repatriation, mapping the current situation per destination, making policy adjustments: business travel professionals are busy. Trips that had to go ahead anyway, were mostly carried out with creative solutions. Slowly but surely, something seems possible again in the field of business travel. Aviation News Magazine talks to a Travel Management Company (TMC) or Travel Manager every month. This time: Cees Klinkenberg, director of Uniglobe.
By: Jiska Kroon
How have the past few months been for you?
"Our focus was entirely on the counter. But you want to ask how we as Uniglobe could nurture what we are good at and respond to COVID-19 and how we could re-market ourselves. That, of course, was a rollercoaster. Our business model was scrutinized and our operations were held up to the light. But you want to nurture what we are good at and not just throw it around of course. Plans have been made with a view to the period after this crisis. For example, in recent months we have mainly put energy into developing a new online booking platform for SMEs; called UBI. In addition, we have implemented a new brand identity and rebranding."
Can you talk a little bit more about that?
"Uniglobe was founded in 1981, so next year we will exist forty years. All this time we have operated with the same logo and corporate identity. Our mission, vision and strategic principles have remained unchanged. To make it all a little more contemporary, we started a rebranding last year. We want to put the customer even more at the center of our objectives and be the number one business travel partner for SMEs. With our unique personal service we want clients to be successful in what they do."
Specifically, what does this mean for corporate identity?
"Our corporate identity has been given a fresher, contemporary look. We're keeping the same colors and name, but the design is sleeker and more modern. Maybe even more chic. We also came up with a new motto: Travel Well."
Can you talk more about UBI, your new online booking platform?
"We looked at the online booking systems currently present in the market. Many of these systems our customers find too complex and not user-friendly. This is why we developed UBI (Uniglobe Booking Intelligence), an online booking platform for business traveling SMEs. UBI gives access to global airline offerings, including low-cost airlines and NDC content. Furthermore, we offer millions of accommodations, as well as rental cars, cabs and international trains. Our new booking platform is available 24/7 on laptop, tablet or smartphone and, if the customer wishes, with personal support from Uniglobe Travel experts. In this way, we combine online and offline and make our new motto Travel Well true."
The business travel industry has taken a big hit from the coronavirus, what does this mean for Uniglobe?
"After a dramatic downturn, the market is now picking up a little bit. Uniglobe is going to survive this crisis, but we are critical of the number of fte. We will downsize, but keep enough hands for the period after corona. From How many people Uniglobe is parting with, I cannot say yet. Technological developments also come into play. Customers can do more themselves with UBI. On the other hand, customers have many questions right now, which we try to solve with personal contact. Our goal this year is to reach one-third of 2019 sales. In 2021, I expect two-thirds. I suspect that when the borders reopen the recovery will be rapid. That is also what we hear from our customers. The underlying values are still good. In addition, our ambition is to recover and grow faster than the market."
In what respect is the market recovering?
"Attracting the market depends on the nature of an organization. There is always travel in certain sectors, such as marine & offshore, but also, for example, in greenhouse construction and companies servicing machinery and plants abroad. Bookings for airline tickets remain laborious but hotels and rental cars are doing relatively well."
Will things like working from home and video calling remain a regular part of doing business?
"Video calling has now become established among companies. The only question is to what extent this is permanent. While doing business, you still want to be able to look each other in the eye. Suppose a quarter of business trips are replaced by videoconferencing, the vast majority will still be traveling. To fill the gap, we need to attract new customers, but we don't rule out acquisitions either."
What are the "lessons learned" for Uniglobe in recent months?
"With help from the government come we will certainly overcome this crisis. However, I do believe that business travel agencies could raise their profile. We are not ticket factories. A lot of work is done behind the scenes and not rewarded. Fair compensation for our services is in order. That also means better communicating what we do. What our customers have greatly appreciated is that our travel experts were accessible, picked up the phone to help and advise. Because especially in a crisis, as a customer you don't get happy about a 'no reply mail' by a robot."
What do you think of the varying travel advisories and measures?
"We don't have a domestic market in the Netherlands, like in the United States, China or Australia. We do have the single European market, but here we have to deal with different governments, varying measures and travel advisories. That makes our work difficult and uncertain at the moment. There is a kind of buyers' strike. Companies are wondering if they can still send their people on trips safely and insured. To reduce risks, we see the demand for non-stop flights increasing."
How do you feel carriers handle hygiene measures?
"Research shows that no infections have yet occurred on the plane. It would be good if travelers
be tested before departure at every airport. Fortunately, the arrival of a rapid test is in sight. If a drug or vaccine also becomes available early next year, then the borders can open and safe travel can resume."
What added value do you see especially now for Uniglobe towards the market?
"Our SME customers travel cost-consciously, but are also service-sensitive. We are therefore well positioned with UBI as an online tool combined with personal support from travel experts. Our entrepreneurs put the customer first and make sure they can do business successfully. We call that Travel Well.
Read here the original source article from Aviation News.
