Business travel isn’t always glamorous. Long security lines, delayed flights, crowded terminals, and living out of a carry-on have become the norm. After recently passing the milestone of three million airline miles flown—most of them traveling to client meetings—I can attest that business travelers quickly develop routines. They look for convenience, familiarity, and recommendations they can trust.

Most of my trips are short—typically one or two nights—which means I rarely have time to explore a city. Instead, I look for the easiest, safest, and closest option for a meal, a cup of coffee, or a forgotten travel necessity.

That’s exactly where retailers have an opportunity.

On a recent trip, I checked into my hotel and immediately noticed a nearby sports bar promoting discounts for hotel guests. It was within walking distance, had the games on, and made the decision effortless. They had successfully captured the business traveler.

Thousands of retailers overlook this market every day.

Build Relationships with Local Hotels

Your local hotels are among your best marketing partners. Front desk employees answer the same questions dozens of times each day:

• Where’s a good place to eat?
• Is there a nearby convenience store?
• Where can I grab coffee?
• Where’s the closest pharmacy?
• Can you recommend a local restaurant?

If your business isn’t top-of-mind, someone else’s will be.

Introduce yourself to hotel managers, concierge staff, and front desk associates. Give them a reason to recommend your business with confidence.

Make It Easy to Say “Yes”

Business travelers value convenience above almost everything else.

Consider offering:

• Hotel guest discounts
• Free appetizers or beverages
• Mobile ordering with quick pickup
• Delivery directly to nearby hotels
• Grab-and-go meal options
• Extended operating hours

The easier you make the experience, the more likely travelers are to choose your business.

Think Beyond Hotels

Hotels are only one part of the travel ecosystem.

Other potential referral partners include:

• Car rental agencies
• Conference and convention centers
• Office parks
• Hospitals
• Sports complexes
• Universities
• Visitor centers

Wherever travelers begin their day is an opportunity for your business to become the recommended destination.

Market to the Modern Traveler

Today’s business traveler plans differently than they did a decade ago.

Before asking a hotel employee, many will search Google Maps, Yelp, TripAdvisor, or Apple Maps. They often choose businesses with the strongest reviews, current photos, accurate hours, and easy online ordering.

Make sure your digital storefront is as polished as your physical one.

Your online presence should include:

• Updated business hours
• Current menus or product offerings
• High-quality photos
• Clear directions
• Online ordering when applicable
• Recent customer reviews

If your competitors look more inviting online, you’ll lose customers before they ever leave the hotel lobby.

Create a Referral Program

A simple referral program can strengthen hotel partnerships.

Provide hotel staff with guest coupons, QR codes, or digital offers that are unique to each property. Tracking redemption allows you to measure which hotels generate the most traffic while rewarding those relationships appropriately.

Even modest incentives can encourage hotel employees to consistently recommend your business.

Don’t Forget Repeat Travelers

While many hotel guests are first-time visitors, business travel is surprisingly repetitive. Sales representatives, consultants, contractors, healthcare professionals, and project managers often return to the same cities several times each year.

A positive first experience can turn an out-of-town visitor into a loyal repeat customer every time they return.

A Small Effort with Big Potential

Business travelers represent an often-overlooked source of incremental revenue. They are actively looking for trusted recommendations, convenient locations, and businesses that value their time.

By building relationships with local hotels and travel-related businesses, maintaining a strong online presence, and creating offers tailored to travelers, retailers can establish a steady stream of new customers without significantly increasing their marketing budget.

Sometimes growing your business isn’t about finding more local customers—it’s about becoming the obvious choice for visitors who are already in your trade area.

Want more ideas?  For more information on Local Store Marketing, visit the Gray Cat Learning Series: https://www.graycatenterprises.com/lsm-sales-page