CWT Seeks to Gamify Travel Compliance

Carlson Wagonlit Travel is wagering that the carrot of gamification will be more effective in convincing corporate travelers to abide by company travel guidelines than the stick of strict mandates.

At the Global Business Travel Association (GBTA) Convention in San Diego this week, CWT Solutions Group, the company's consulting arm, announced that it is building a platform based on game mechanics that will engage and recognize business travelers who make decisions that comply with their corporate travel programs.

"This offering uses traveler competition and virtual incentives to positively reinforce desired behaviors," said Joel Wartgow, senior director, CWT Solutions Group, Americas, in a statement. "We're not just providing the technology needed to 'gamify' a travel program, but are working with clients to determine what behaviors need to be changed and identifying the correct strategies to employ within their corporate cultures to generate results."

The game mechanics employed can range from leader boards to the accrual of points, and employees will be able to track individual performance against their co-workers, division or the entire company.

By engaging employees competitive spirit and avoiding heavy-handed mandates, travel managers should be able to drive program compliance and capture incremental savings -- a top priority for travel managers, according to Carlson Wagonlit Travel's annual Travel Management Priorities survey.

"As supplier pricing looks to increase across the globe in 2014, it's more important now than ever for travel managers to explore innovative options that will help them control costs," said Wartgow.