The progressive digitization is changing the world of work as well as our mobility. The online-influenced “Netflix generation” of under-30s has a new self-image of both. This calls for a rethinking in companies, which must increasingly compete for their digital children.
Mobility is upside down – companies are at a standstill
Mobility is changing and will fundamentally and sustainably change the way we travel. Today there are more and more mobility solutions – almost every day new providers come onto the market. A current example is the electric scooter, which already shaped the streetscape in big cities after only a few weeks. Car sharing offers enjoy the greatest popularity today. The number of users has increased 20-fold in the last 10 years to over 2 million in 2018, another 9 million are interested in car sharing.
The classic car decreases accordingly in importance. Not just as a status symbol. Many young city dwellers consciously decide against it. Lack of parking space, congestion and the associated stress on the road mean that the car is less and less often the fastest and best solution for the way from A to B offers. This applies to both private and professional mobility, especially for employees who travel a lot for work.
By contrast, companies mostly rely on the traditional company car as the only mobility solution and incentive in the salary package. However, if it is left unused on the doorstep and the employee prefers to use car sharing or the alternative public transport monthly ticket, the supply is planned according to need. Here companies have to rethink in a contemporary way.
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Generation Y and the world of New Work
At the same time, the world of work is also changing. Today we are talking about Work 4.0 or “New Work”. It is becoming more and more digital and more individualized. The generation Netflix is demanding, the identification with the company and the work is clearly in the foreground. They expect opportunities for personal development, a career development with interesting challenges and consider a balanced work-life balance as a prerequisite. In times of increasing skill shortages, companies need to adapt to these changing needs. Only then can they compete for employer attractiveness.
The new demands on the world of work also affect the way in which these employees travel for business or travel the day to work. Flexibility and self-determination are clearly the focus. At the same time, sustainability and climate protection as well as personal experience are gaining in importance. New trends emerge, such as the increasing connection of professional and business travel, the so-called “Bleisure”. Thus, the individual design of mobility plays a central role.
New mobility concepts replace the love of the car
But what has long since arrived in everyday life and is taken for granted by the younger generation is not reflected in larger companies, or only partially. It needs up-to-date mobility concepts that enable employees to tailor their business mobility to their individual needs. They should foster the use of smart and sustainable solutions, thereby reducing car traffic and the resulting carbon footprint.
Such a concept offers the mobility budget: instead of a uniform solution with a firm company car, employees receive a flexible budget. Within this, they can individually decide which building blocks fit best and change the distribution in predefined periods. Whether the daily way to the office, every now and then for a business meeting or a business trip abroad. Whether prefer car sharing, the train, Uber, the MOIA taxi, e-bike or e-scooter. The employees choose the means of transportation to suit their current needs. Should the budget sometimes not be fully utilized, for example due to holidays or sick leave, it can also be used privately by employees without lapsing. Renowned companies such as SAP, KfW Bank, BCG or A.T. Kerney are already using the mobility budget for their employees and are increasingly removing the company car. Last but not least, the mobility budget as an integral part of the salary package provides an effective incentive for employees.
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Business Travel 2.0 – Flexible, Digital and Sustainable
Business travel 2.0 includes up-to-date mobility for the online generation – flexible, individually tailored and with the goal of efficient and at the same time sustainable use of resources and our environment. The right mobility solution is best booked quickly by app. It must not come to the media break. If you have FreeNow, Tier and Airbnb on your phone, you still want to use them. And do not install additional apps.
Businesses should consider how to create an optimal business travel environment for their employees that can make them a key employer branding opportunity.
Michael Holdkamp has been managing the Expert Travel Group for 16 years, which has been operating under the brand name baldaja Businesstravel since 2016.