Customer service equals frequent flyer incentives and other loyalty programs when it comes to business travel, a new survey has found.

A recent study of Canadian business travellers by international consulting firm Accenture revealed that 51 per cent choose an airline because of its frequent flyer programs, while 49 per cent base their choice on the quality of customer service.

When it comes to hotels, 25 per cent of travellers cite reward programs as a determining factor, while three-quarters of respondents made their choice based on customer service.

However, the survey revealed some service gaps in the business travel sector. Almost two-thirds (62 per cent) of respondents indicated that they primarily use major airlines for business travel, yet 37 per cent report experiencing delays in the last six months due to airline maintenance-related delays and/or flight cancellations.

As well, 40 per cent said their preferred hotel does not recognize them as frequent customers and 21 per cent reported their preferred hotel recognizes them, but does not offer special services.

“Major carriers and hotels are making significant strides to improve service, but there is an outstanding opportunity for them to gain competitive advantage,” said Julian Sparkes, a partner in Accenture’s travel and transportation industry group.

“Since customer service increasingly drives travel decisions, industry players should regularly capture insight on what is most important to their frequent business travelers and adapt to gain travellers’ loyalty.”

The survey also suggests:

* Road warriors are wired: 91 per cent of those polled said they research flight times and availability online, 60 per cent buy airline tickets online, and 49 per cent use the Internet to specify personalized flight preferences such as seat selection and meal options. Similarly, 75 per cent research hotel availability online, while 53 per cent reserve their hotel rooms and 28 per cent specify personalized hotel accommodation preferences, such as bed size, pillow options and smoking preferences via the Internet.

* More than two thirds (67 per cent) said they expect their business travel to remain the same or increase slightly in the next six months. According to respondents, three-quarters (75 per cent) of planned travel destinations are Canadian cities, followed by U.S. destinations (49 per cent). The top U.S. destinations for Canadian business travel in the next six months are Chicago, Boston, Dallas, Seattle and Los Angeles.

* Bargain fares are big: More than half (57 per cent) of respondents said they book their business travel more than 14 days in advance. Fifty-nine per cent of respondents use low-cost air carriers for business travel and 71 per cent said they stay primarily at mid-range hotels for business travel.

Accenture polled 429 business travellers at Canadian and U.S. companies in June this year. The multiple-choice survey was conducted online and has a margin of error of ±3 per cent.

Accenture is a global management consulting, technology services and outsourcing company with 95,000 workers in 48 countries.