I’m thrilled to sit down with Katarina Railko, our esteemed hospitality expert, who has honed her expertise in the travel and tourism industry. With a strong background in entertainment and events, particularly expos and conferences, Katarina brings a unique perspective to the evolving world of corporate travel. Today, we’ll dive into the strategic moves shaping this industry, focusing on innovative marketing approaches, customer engagement, and the future of global travel management.
What initially sparked your interest in the corporate travel sector, and how has your background in hospitality influenced your perspective on its growth potential?
I’ve always been fascinated by how travel connects people and businesses across the globe. My roots in hospitality taught me the importance of personalized service and understanding client needs, which are at the heart of corporate travel. Over the years, I’ve seen how this sector has transformed from just booking trips to creating seamless, strategic experiences that drive business success. That evolution is what keeps me hooked—there’s so much room to innovate and grow.
How do you see marketing playing a pivotal role in shaping the future of corporate travel management companies in today’s fast-paced market?
Marketing is absolutely critical. It’s not just about promoting services anymore; it’s about telling a story that resonates with businesses looking for trust and efficiency in their travel partners. In a competitive landscape, companies need to showcase their unique value—whether it’s through thought leadership, tailored solutions, or intuitive digital tools. Marketing builds that bridge between a company’s vision and the customer’s needs, fostering deeper connections and driving long-term growth.
What do you think are some of the biggest opportunities for growth in the corporate travel space right now?
There’s immense potential in leveraging technology to enhance customer experiences—think AI-driven personalization or real-time data for smarter travel decisions. Additionally, as businesses expand globally, there’s a growing demand for localized solutions that still feel cohesive under a global brand. Sustainability is another huge area; companies that prioritize eco-friendly travel options can really stand out. These trends offer a chance to redefine how corporate travel supports business goals.
Drawing from your experience in events and expos, how can corporate travel companies better align their marketing strategies with customer expectations for personalized and meaningful engagement?
Events and expos have taught me that engagement is all about creating memorable, tailored interactions. Corporate travel companies can apply this by using data to understand client priorities—whether it’s cost savings, traveler well-being, or seamless itineraries—and then crafting campaigns that speak directly to those needs. Hosting industry roundtables or webinars can also position a company as a thought leader, while personalized digital content, like targeted case studies, can make clients feel truly understood.
Can you share a key lesson from your career in hospitality that you believe can help corporate travel leaders build stronger connections with their clients?
One major lesson is the power of listening. In hospitality, you learn quickly that every client has unique expectations, and taking the time to hear them out builds trust. For corporate travel, this means going beyond standard solutions and really digging into what a business needs from its travel program. When clients feel heard, whether through customized offerings or responsive support, they’re far more likely to see you as a partner rather than just a service provider.
How do you think a strong marketing leader can influence collaboration between different teams, like sales and customer service, within a corporate travel organization?
A marketing leader acts as a unifying force by aligning everyone around a shared story and clear goals. They can facilitate regular cross-functional workshops to ensure sales teams have the right messaging and tools, while customer service insights can inform marketing campaigns. I’ve seen firsthand how powerful it is when marketing translates customer feedback into strategies that everyone can rally behind—it creates a cohesive approach that ultimately benefits the client.
What’s your forecast for the future of corporate travel over the next five years, especially in terms of customer engagement and global expansion?
I believe we’re heading toward a more integrated, tech-driven era where customer engagement will be hyper-personalized, thanks to advancements in data analytics and AI. Companies will need to balance this with a human touch—clients still crave that personal connection. On the global expansion front, I expect to see more emphasis on regional customization while maintaining a unified brand identity. Those who can navigate cultural nuances and local needs while scaling will lead the pack. It’s an exciting time, and I’m eager to see how innovation continues to shape this space.
