Ask an Expert: The Power of Gamification

May 7, 2024
Business Travel
Jack Roberts

In today's fast-paced corporate landscape, optimising business travel has become a strategic imperative for companies worldwide.

From cost efficiency to employee satisfaction, organisations are constantly seeking innovative solutions to streamline their travel programs whilst maximising engagement and compliance. Enter gamification – an underutilised approach that can transform the way businesses manage their travel policies.

FREENOW for Business is committed to enhancing business travel experiences. In this blog, we leverage insights from our recent survey of European business travellers with YouGov, which revealed a significant appetite for gamification in travel programs.

Keep reading to find out how you can elevate your travel management.

The Impact of Gamification on Business Travel

Gamification has been applied across multiple industries, in both B2C and B2B settings, to increase overall engagement with programs and platforms, motivating users to interact, learn, and progress by leveraging traditional game mechanics and rewards to enhances the overall enjoyment and entertainment value of the experience, thereby strengthening their emotional connection with the brand or product.

The benefits of gamifying business travel policies are manifold and far-reaching. By transforming mundane tasks into engaging challenges with tangible rewards, gamification has been proven to boost motivation, increase employee engagement, promote positive behaviours, and foster healthy competition.

FREENOW’s YouGov survey findings support these benefits, with 54% of European business travellers expressing interest in gamification to enhance their company's travel programs. With the majority of travellers intrigued, we can see the potential of gamification to modernise the business travel landscape and drive meaningful improvements in employee satisfaction and policy compliance.

Implementing Gamification in Your Travel Program

Despite the clear benefits of gamification, it is important to make sure that you implement the right strategy for your people/users/customers. Jack Roberts, Experience Strategy Lead at PwC, sheds light on the intricacies of implementing an effective gamification strategy.

According to Jack, the key to success lies in a personalised, employee-centric approach. "Successful programs are built in close collaboration with employees," he emphasises. "A true understanding of what drives your people and their decision-making will determine the success of any gamification strategy."

Jack underscores the importance of iterative engagement throughout the development process, from gathering initial insights to conceptual testing. "A one-size-fits-all approach cannot be expected to drive the results that leaders want," he cautions. Instead, he advocates for identifying the right mechanics, meaningful rewards, and change champions within the organisation to achieve greater adoption rates and positive behavioural change.

For businesses looking to harness the power of gamification in their travel programs, a strategic approach is essential. Here's an introductory guide to implementing gamification effectively:

1. Define Your Goals: Align gamification strategies with overarching business objectives, whether it's reducing costs, improving compliance, or enhancing employee satisfaction.

2. Choose and Test the Right Game Mechanics: Select gamification elements such as points, badges, leaderboards, or challenges that resonate with your team's dynamics and goals. Put these into a light prototype to gather feedback which will then feed into your personalisation. 

3. Personalise the Experience: Tailor gamification elements to cater to diverse employee preferences and motivations, ensuring maximum engagement and participation.

4. Track and Analyse: Utilise data-driven insights to monitor progress, gather feedback, and adapt gamification mechanics for sustained engagement and effectiveness.

5. Offer Meaningful Rewards: Incorporate employee preferences into reward structures to incentivise participation and drive positive behavioural changes, fostering a culture of continuous improvement and excellence.

Elevating Your Business Travel Experience with FREENOW for Business

As businesses navigate the ever-evolving landscape of corporate travel, innovation is key to staying ahead of the curve. By embracing gamification, companies can unlock new levels of engagement, compliance, and satisfaction in their travel programs, driving tangible results and sustainable growth.

For more insights into business traveller preferences, download the latest survey from FREENOW and YouGov here.