Ortharize Identifying Key Challenges in Booking Business Travel: An Analysis of Cost, Environmental Impact, Time and Productivity, Invoicing, and Financial Consolidation

Abstract

This project aimed to delve into the multifaceted dynamics of the online business travel booking sector, focusing on Ortharize, a relatively new entrant in the industry. The research spanned across understanding the key determinants of business travel booking, the impact of remote work on these platforms, and deriving actionable insights for Ortharize to enhance its value proposition and competitive edge. The primary objective was to leverage secondary data sources to provide a comprehensive understanding of the determinants of business travel booking, the influence of remote work on the booking process, recommendations for Ortharize to enhance its booking process to better cater to client needs, and potential digital business strategies for Ortharize, inspired by industry best practices. A desk-based research approach was employed, utilizing secondary data sources to address the objectives. This method facilitated an in-depth analysis by synthesizing information from established publications, industry reports, and competitor strategies. As the main findings under first objective several factors were identified such as customers prioritize value, balancing search costs, expertise, and mobility; online presence requires value innovation; key influencers for online purchases include product quality, price, delivery time, usability, and environmental impact; and features like content organization, security, and usability are pivotal in online booking platforms. Under the impact of remote work it was discovered that there's a notable decline in traditional business travel, replaced by "bleisure" (blend of business and leisure). This has led to a growing demand for flexible booking and cancellation policies. Challenges encompass remote-work integration, data security, customization, and continuous training needs. As industry best practices online platforms should integrate AI and ML, focus on sustainability, and emphasize comprehensive expense management. Based on all of the above findings four main recommendations were made for Ortharize. Finally, the online business travel landscape is in perpetual flux, influenced by technology, user expectations, and global dynamics. For newcomers like Ortharize, staying vigilant about industry shifts and competitor strategies is essential. Embracing technological advancements, sustainability, and user-centricity will be pivotal for success in this rapidly evolving domain.