Cranfield University and Amadeus Reveal That Corporate
Culture and Industry Sector Determine Adoption of Self
Madrid, 13 March 2007: Consulting services and flat-structured organisations where senior
management lead by example, are among the companies achieving the highest levels of adoption
of Self Booking Tools (SBTs). This is according to new global research commissioned by
Amadeus, a global leader in technology and distribution solutions for the travel and tourism
industry, and undertaken by the Business Travel Research Centre at Cranfield University.
The research, which was conducted with over 400 companies worldwide, looked at the adoption
rate of online travel management tools. While the study confirmed that Self Booking Tools (SBTs)
are helping some organisations save considerable time and money when booking business travel -
on average 25.6% of Travel Management Company (TMC) fees and a further 9.1% on airline ticket
spend - many companies are not achieving the full benefits of SBTs due to an online corporate
environment not supported by senior management.
Dr Keith Mason, Business Travel Research Centre at Cranfield University said “Moving to a
self booking culture has been, and still is, a long journey for many organisations to make despite
significant cost benefits which can be achieved in the very first year of adoption. Given these
potential savings, it is remarkable that 38% of organisations in our study do not yet enforce a travel
policy which recommends online booking.
From an industry sector perspective, SBT adoption levels within Consulting Services and Logistics
Companies reached a high of 67% and 65% respectively, however public utilities and agricultural
companies achieved far lower adoption rates of just 10%.
Across all organisations the corporate culture is also a key determining factor for how successful
SBT adoption is. The report specifically identifies three Corporate Clusters which paint a picture of
the type of organi