With comfort, security and convenience, today’s luxury executive transportation is resonating with a new wave of business travelers
by: Ralf Walters
Chauffeured executive transportation is seeing a changing of the guard in business travel, as generation by generation, younger travelers are stepping up with older cohorts. The latest group to join the road warriors is Generation Z. A 2021 study by Oxford Economics, commissioned by Snap Inc., projects that the number of Gen Z workers is expected to grow to 51 million by 2030, with after-tax income reaching $2 trillion – a number that’s not escaping notice among members of the National Limousine Association, who are taking action to meet the demands of this demographic wave head on.
So, who is this Generation Z and what do they want? Born between 1997 and 2012, Gen Z are considered to be the first fully global generation of truly “digital natives” raised from birth in households having access to the Internet, social media, portable technology and smartphones. Warning: They should not be confused with their elders, the Millennials (1981–1996), a generation turning 43 this year, who enjoyed childhood with some – but not all – of the aforementioned technology.
Gen Z are recognized as value-conscious consumers who are concerned about environmental impacts and sustainability and present a new and lucrative opportunity for savvy business-to-business suppliers. Understanding their financial behavior, personal preferences, ethos and spending habits means chauffeured-driven ground transportation purveyors customize their offerings to attract Gen Z’s business travel dollars.
In a recent report, NRD Limo identifies eight new trends the limousine services industry is embracing, many of which reflect Gen Z consumer preferences: Eco-friendly luxury, digital transformation, personalized experiences, high-tech comfort, health and safety priority, experiential travel, sustainable comfort, and diverse fleet options.
Comfort, Ease of Use, Wellbeing
Since its inception, chauffeured transportation’s personal touch has been its signature appeal. It’s a quality message that can continue to resonate with business travelers of every generation when the cost-benefit of the black car experience is made apparent.
“At A1A Global Ground, we understand that today’s business travelers are looking for more than just a ride,” says president Rick Versace. “They value efficiency, comfort, and above all, wellbeing.” To this end, he says A1A Global Ground has redesigned its services to make them more “experiential” from the time of booking until the passenger arrives at their destination. Users, he says, can book their transportation in a number of different ways. “A1A connects through GroundSpan to every GDS, affording travel managers one-click booking on whatever platform they use. From the passenger’s perspective, ease of use is facilitated through our user-friendly mobile app, which allows passengers to book rides, choose their preferred amenities, modify their trip and receive status updates in real time. Furthermore, we focus on holistic wellbeing by ensuring our vehicles are equipped with health-oriented features like air purification systems and noise-canceling environments, allowing passengers to relax or work in peace during their ride.”
Sascha Meskendahl, chief revenue officer at Blacklane, a global chauffeured service provider, says his company’s focus is to “create true peace of mind” by delivering seamless travel experiences worldwide. “Our services are a real and reliable alternative to short-haul flights for business people.” He says 67 percent of Blacklane’s city-to-city routes take less time than the equivalent short-haul flight, taking into account the average time it takes to get to and from an airport and through security.
Meskendahl says 95 percent of Blacklane rides in the US are on time. By comparison, he cites a report by the US Bureau of Transportation showing airline flights are on time 78 percent and trains 74 percent. Another significant advantage that passengers have is the flexibility to choose their schedules, “providing a liberating alternative to adhering strictly to airline schedules,” he says, adding, “They can cancel up to one hour before their ride starts.”
Ensuring a great passenger experience first starts with making sure chauffeurs are well taken care of, says Eric Okon, chief operating officer of BLS Company. “We have an employee-based model, where chauffeurs are paid from the time they clock in to when they clock out. They get overtime, benefits and vacation. They don’t have to worry about paying for a cell phone, parking, tolls or gas. They simply have to concentrate on providing a comfortable and safe ride while the back office operation worries about the rest. When you’re in the people-servicing-people business, it really is about the basics – nice, new clean vehicle, vetted chauffeur that shows up on time or in our case, 15 minutes early. All that translates to a comfortable and seamless passenger experience.”
Hospitality is the key to a client’s happiness and retention, according to Bruce Heinrich, founder and CEO of LEADER Worldwide. “As a former Ritz-Carlton employee, I learned that how we make people feel is what’s most important,” Heinrich says. In today’s world, he explains, “where faceless, technological solutions are the norm, we are hyper-focused on providing a high touch, personal interaction for both the passenger and the booker. We hire relational, hospitality minded people with hearts for service to be our chauffeurs, dispatchers and reservation agents.”
Heinrich notes that LEADER Worldwide utilizes the PAX Training Certification system to train employees in the industry’s best practices, enabling them to deliver the “highest levels of service and safety without intrusion.” He says his company always answers the phone with a live person and that their mission is to “create and develop win-win relationships that last a lifetime.”
Chauffeured transportation provider Attitude New York Inc is a company that continues to do the “same things we’ve always been doing,” says Jeff Rose, president and founder. “We’re somewhat old school – we still answer every call live right in our office. No automated answering systems. If you have a question, if you are trying to find your chauffeur, if you want to book a car, whatever you need, you get a live, sentient human answering every call.” Rose says they don’t believe “frictionless” contact with clients is a “virtue,” adding, “We are very hands on. Our staff to client ratio is off the charts.”
Meskendahl says Blacklane has created customized, chauffeured services that meet Gen Z’s needs by offering a “door-to-door experience and ultra-flexible scheduling.” He goes on to point out that Gen Z is a “newer generation who doesn’t like to waste time waiting in lines or being idle for hours at a time.” In Blacklane’s proprietary survey of US business professionals, 92 percent of the respondents said they send e-mails outside of work, often when commuting or traveling. Additionally, the survey reported nearly 45 percent of people have worked more ‘on-the-go’ in the past year, with planes, trains and automobiles standing in for the office.
Meskendahl maintains this is especially important when considering the Gen Z workforce. “Offering the option to be online even during travel periods is a key factor,” he explains. “Moreover, even if they’re not traveling for business, many younger professionals are taking to working ‘remotely,’ rather than just working from home, and are looking for flexible options that make traveling, for any reason, more feasible, according to our survey.”
Safety & Security
A much-touted differentiator for luxury transportation brands over typical ride sharing is the combination of professionally trained, vetted drivers and technology that allows them to find the fastest, safest and most efficient routes, all while monitoring passenger and driver safety in transit.
“Many years ago,” Rose recalls, “the NYC Taxi & Limousine Commission banned licensed chauffeurs from using any cell device when driving, even with a hands-free option.” As president of the Limo Association of New York, Rose says he “pressed the TLC to allow ‘one touch’ or push-to-talk devices.” Much like a walkie-talkie, PTT devices simply require the touch of a button to communicate with the dispatcher. “All of our cars are outfitted with the allowed PTT devices so we can easily and ‘legally’ communicate with the chauffeurs.” They also have a cell phone in the car for passengers’ use. “Many clients will use that to keep their own phone free for incoming calls,” he says.
“Safety and security are paramount in all our services,” Versace of A1A says. The company employs a suite of advanced technologies including real-time GPS tracking, remote vehicle diagnostics to ensure mechanical integrity before and during each journey, and AI-enhanced security systems that monitor and respond to the environment around the vehicle.
“Our chauffeurs are equipped with technology that aids in hazard recognition and collision avoidance,” Versace says. “This tech-centric approach extends to service excellence as well, where we use data analytics to personalize customer interactions and predict individual preferences, ensuring each passenger’s experience is unsurpassed.”
Okon says in-vehicle AI that tracks chauffeur behavior has been an absolute game changer. “We get up-to-the-minute reporting that shows ‘event-based incidents’ in a vehicle. Dispatch gets notified if a vehicle is speeding or harshly turning or braking. Further, the tech in the vehicle has facial tracking that shows if a driver is tired or distracted. All those metrics amount to a scorecard that ranks a chauffeur on a scale of 1-100.” He says any chauffeur who scores less than 95 is brought in for further training and review. “I can confidently say we have the safest chauffeurs on the road, all thanks to cutting edge AI software. All this translates to a truly safe and exceptional ride.”
Meanwhile, Blacklane’s professional chauffeurs also undergo rigorous training and background checks to ensure a safe and secure travel experience, Meskendahl says. “It’s one of the safest mobility services globally. Passengers can trust in the expertise and professionalism of our chauffeurs, reducing their concerns about the hazards of busy traffic for a stress-free ride to their destination.”
Sustainability
Gen Z travelers are placing greater importance on sustainable travel. In a StudentUniverse survey about Gen Z travel, half of respondents said they’re prioritizing booking with companies that have “strong green credentials.” Meanwhile, 13 percent indicated they will no longer travel by plane due to emissions.
Versace agrees that the growing emphasis on sustainability within the luxury transportation sector is a significant trend. “At A1A Global Ground, we are committed to reducing our environmental footprint by integrating hybrid and electric vehicles into our fleet. This not only helps in cutting down emissions but also aligns with the eco-conscious values of our clients.”
Additionally, Versace says he’s seen a shift towards more collaborative consumption patterns. “Business travelers prefer shared rides or choose services that align with their corporate social responsibility goals. Addressing these trends, we’re continuously adapting to not just meet but exceed the expectations of modern travelers, ensuring they receive top-tier, sustainable, and socially responsible services.”
Blacklane’s environmentally friendly services appeal to the new generation of business travelers, according to Meskendahl. “Blacklane’s customers can enjoy a private ride in a top-of-the-line vehicle with included WiFi, fixed rates, and a seamless door-to-door experience while knowing that all rides and routes are 100 percent carbon neutral.”
Looking to the future, Okon says AI is a development that needs to be explored more. “We’re currently investing in a BLS AI Chat Bot that will generate reporting and future trend predictions with internal data. We have a treasure trove of analytics, from traffic patterns to ride analytics, that we can utilize to make better informed decisions. Once we’re confident with the output we plan on making a consumer version that will show client specific data with secure logins. We felt it would be easier to first focus on making a robust AI reporting module, than just making another chat bot to book a ride. How cool will it be when a travel manager can ask the BLS AI, ‘How many SUV rides did we have last month in New York, and what was the average price per ride?” The possibilities are endless, and I am actively building and testing this software with my developers.”
The chauffeured executive transportation industry is undergoing remarkable change as it turns from the analog world to the digital age. As the road more traveled comes into focus, emerging trends are paving the way to a brighter future where luxury intersects innovation, comfort merges with sustainability, and each travel booking becomes part of a larger story.
Chauffeured Rides: The Next Generation (businesstravelexecutive.com)