ACTE Moscow Executive Forum: «Unearthing Opportunity in Russia»

Moscow Forum of Association of Corporate Travel Executives (ACTE) «Unearthing Opportunity in Russia» took place in Renaissance Moscow Monarch Centre Hotel on June, 17th and included more than one hundred travel experts. This year in addition to important topics of the business travel market the issues of data collection and its analysis were among hot topics, the organizers decided to discuss means of communication, that are more suitable for business talks and to point out the importance of analytical skills.

The forum was opened by Caroline Allen, ACTE regional director in Europe, Middle East and Africa.

To start with, I would like to say a few words about ACTE, a non-profitable international organization. — Ms Allen said. — The Association’s main aim is to trace and to discuss the main trends in business travel industry and to look for solutions that could make the work of its members more efficient. We hold meetings, conferences and forums all over the world and offer various educational programs, thus providing support to suppliers as well as to corporate buyers.

ACTE’s partner in Russia is Russian Association of Business Travel; the forum in Renaissance Moscow Monarch Centre Hotel was organized with its support.

The hotel’s general director Armin Eberhard also took a greeting word; he wished all the participants a good discussion and useful discoveries.

ACTE executive director Greely Koch addressed the guests in his video message: «The topics we discuss at meetings like that are the topics of the future. We are creating a platform for a sincere dialogue between suppliers and corporate buyers, where they can find out whether any of their colleagues have already encountered a similar problem and how it was solved. We unite people in order to make them more successful in future».

The new web site for Russian corporate buyers www.buyingbusinesstravel.com.ru that meets all ACTE goals and tasks was introduced by Paul Revel, the editor of its English version: «I am impressed with the rate of business travel development in Russia and I hope that the new platform will be useful for all business travel market participants without exception. Here you can find the latest news that reflects industry development trends, learn new information that experts and travel industry leaders are ready to share, and the main thing — you will keep up with the latest trends that can be observed in this field in western countries and Europe.»

To provide insight into the English site, Paul Revel named several hot topics of the latest publications. They included the change of a travel manager’s role, who no longer fulfils only administrative functions, travel policy efficiency, compliance, duty care, effect of economy on cost minimization and many other.

The next speaker was Susan Hopley, the Data Exchange managing director, who spoke about the correct communication and data-opportunities.

Now the big data industry amounts to more than 1 billion dollars. Communication is an important condition of data collection and analysis. And these processes within a company are not the last issue, Ms Hopley notes.

An important problem of data assessment is its copying. «As the result we get a mess and mishmash that make understanding more difficult.»

In order to avoid such problems we should assess the data source seriously and know how to use the data collected and how to send a message to the destination customer. This is what the company’s total success depends on.

Ms Hopley divided travel managers into three categories depending on their ability to analyze information: the basic level, a predictionist and an analyst. On the first stage travel managers do not possess consolidating skills, so this level can be considered as a reference point and a start for future growth. The second level includes advanced specialists able to predict the situation using the data available. And finally the third stage includes experts who can not only predict but also manage the future events based on data analysis.

Ms Hopley concluded her report with the words of Conan Doyle’s famous character, Sherlock Holmes: «Insensibly one begins to twist facts to suit theories, instead of theories to suit facts».

After a coffee break and a short discussion of the issues Russian Association of Business Travel (ABT) Chairman Vadim Zelensky addressed the participants:

«I would like to thank everyone for joining our ACTE Forum; it is an important event on the Russian business travel market. My special thanks are to ABT members, corporate buyers who have helped us this year and have taken part in the Association’s educational sessions that are held four times a year and make the basis of its further growth and development. Big thanks are to experts who conduct the „Travel manager“ training course every second month. Its students are beginners from Russian and foreign companies as well as skilled experts.»

Mr Zelensky especially thanked ABT’s partners who include Abu Dhabi Tourism Authority, Lufthansa, Transaero, «ART-tour».

«We invite you to a closer participation in ABT activities, in formation of a more efficient platform for the business travel market, like ACTE experts do it and help us all to grow professionally», Mr Zelensky concluded.

Thee speakers were moderators of the next discussion that was devoted to efficient communication with the company’s management in order to convey the right information to them.

Irina Zernova, Administrative director in Russian Regional Development Bank, listed several recommendations how to make business talks more efficient.

«It is crucial to set communication goals from the very start. It is better to set only one goal. Otherwise you are likely to get the answer to your first question and not to get the answer to the second, — Ms Zernova explains. — The second is brevity. Follow your own experience — when you get too much information, you have to determine what is more important. The next rule is specifity: you should provide only the facts and numbers that facilitate achievement of your goal. It is even the time of message that matters. There is little chance that your letter will be read after 18 o’clock. And think about dividing your target audience into groups. Communication must be distinct and clear: the goal must be indicated and the facts provided».

Olga Khorasanova, the representative of Accenture PLC, that is present in more than 130 countries, pointed out another trend: «Any person in any country can choose his or her own way of communication: he or she can make a call or write a short e-mail. But lately there has been a tendency to informal communication on the part of young consultants: they do not like to write long letters».

According to Ms Khorasanova, an important means of communication within a company is also Intranet — the company’s internal network.

Tatyana Poplavskaya, Managing director of corporate department in the Financial Corporation «Otkrytye» shared her experience in holding talks with the company’s management: «If you want to be heard, the first thing you should explain is why it is necessary to change the company’s travel department. Your speech should be very short. Directors do not really know what we do and how we work; it is the result that matters for them. Thus the financial component may be a strong argument. Sometimes it is useful to analyze the situation: what it was like and what options are available».

After dinner the Forum participants discussed several problems of the Russian business travel market and shared their practices with colleagues.

In particular, when making a preferred supplier program, you should take into consideration the corporate buyer’s tasks and goals, the experts agreed.

«Not all contracts meet a certain buyer’s demands and needs, so we should combine the preferred supplier program with other market options, — Galina Polishuk, „Continent Express“ travel agency marketing director suggested. — For example, I would recommend considering the geography of the airline’s destinations, the customer’s preferred classes and goals».

As for the question whether it is appropriate to open the company’s statistics to other companies, Ms Polishuk said, that «It is not the right moment for it in Russia now», because data safety is still an important issue.

As for the partnership effect on travel services cost, the discussion participants noted that it can have a positive effect only in case communication is based on business interests and not on personal relationship.

During panel discussion devoted to Strategic Meeting Management Programs (SMMP) Bayer congress manager, Tatyana Ocvhinnikova noted that SMMP aims to take control over meetings and events: «It is necessary to give answers to four questions: why you want to manage meetings, what you want to achieve by using SMMP, what your action plan is and who among top management will support your initiative».

According to Ms Ovchinnikova, this program introduction can result in the reduction of event costs, greater control over the organization process and travel policy fulfillment, and also reduce risks.

«SMMP is worked out individually, according to the company’s needs, — Dmitry Saveliev, Profmedia administrative director added. — You have to understand that this process is not quick, the payoff will be visible half a year or even a year later».

Mr Saveliev also pointed out SMMP key components: planning, adoption, tender and purchase, event conduction, financial and administrative documents (ROI, event efficiency analysis, feedback from customers, partners and colleagues).

«Of course, it is up to the client to decide what SMMP should be like, but at the planning stage it is recommended to involve TMC, if there is an accent on consulting» — Anatoly Kuriumov, General director of IBC Corporate Travel / HRG said.

In general the Forum participants highly praised the program of the event and considered the key topics to be useful and well timed. Inessa Sakhseeva, chef corporate manager at Radisson Royal Hotel Moscow noted the friendly atmosphere of the meeting: «The event was very interesting and our company has been taking part in it for several years already. Here you can get a lot of useful information from buyers and pick up new useful contacts».

This Forum is not the first for Larisa Sokolova, corporate department director of «Aero Club» as well: «Actually the decision to participate in the second meeting was taken after the first one. Of course, Susan Hopley’s presentation about data opportunities was very remarkable — it is really an important topic and I am glad that customers are beginning to understand its importance».