TopLine Business Acumen September 15, 2023 edition

This week’s most engaging stories

TopLine’s Business Acumen Series features business trends and opportunities to help sales professionals prospect and engage clients. It’s updated several times daily within TopLine. This early advance features some of the coming week’s top stories.

The Future of Business Travel

1. Business travel will be back to pre-pandemic levels by 2024.

Experts from the Global Business Travel Association say that the business industry will recover by 2024, which is two years sooner than anticipated, according to Travel Pulse.

2. Business travel revenue keeps growing.

Consumers spent over $1 trillion on business travel in 2022, and experts expect that spending to grow by 32% in 2023.

3. Business travel is changing.

87% of surveyed travel decision-makers think business travel needs to change from how it was done before the pandemic.
85% of respondents say that having a Chief Travel Officer will become more popular in companies to help coordinate business travel.

4. Sustainability is a big consideration with business travel.

90% of travel decision-makers consider eco-friendliness and carbon emissions when planning business travel.

Opportunities: Travel companies, convention centers, hotels, airlines, business owners, travel advisors, car rental companies, and resorts.

Source article: Travel Pulse

TopLine users: Click to access the full infographic

Latest Resources from TopLine

TopLine is constantly updated with assets on emerging trends and opportunities. At any time, you can submit a request for new custom research, or download Instant Positioning pieces on current topics for use in direct outreach and on your socials. Some recent pieces follow; TopLine users can access them at any time. Not a TopLine user? Click here to learn how TopLine can help you close more sales.

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Vision in Focus: Promote Eye Exams and Eyewear to a Screen-Strained Audience

According to a recent survey from CivicScience, 80% of U.S. adults have undergone eye exams within the past two years, and 73% plan to visit an eye doctor in the coming 12 months. Nearly three-quarters of American adults rely on prescription glasses for vision correction, emphasizing the widespread need for eyewear solutions.
The survey data indicates promise for virtual eye care services, with positive experiences showing a 21% increase, compared to late 2020. Twice as many individuals as in 2020 now believe that virtual eye appointments are on par with in-person visits.
Shopping for glasses online is also a growing trend, with nearly 1 in 5 U.S. adults purchasing eyewear from online retailers. This trend is driven primarily by consumers under the age of 35.
Interest in blue light-blocking glasses remains steady, with 20% of consumers showing interest, and ownership doubling since 2019. Anti-fatigue lenses, a newer option for addressing eye strain from screen use, are owned by 14% of U.S. adults, and 11% plan to acquire them, suggesting significant potential for growth in this segment.

Marketing opportunities: Optometrists, ophthalmologists, eyewear retailers, optical centers, and vision insurance providers.

Source article: Civic Science

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Prospective Homebuyers Remain Confident Despite The Competitive Real Estate Market

54% of customers in a recent survey claim that they plan to speed up their home purchases this year.
This is despite 2 in 5 of them believing that we’re currently in a seller’s market.
56% of Millennials – as well as 56% of Gen Zers – plan to purchase homes in the next two years, as they believe homeownership can help them to build long-term wealth.
Just as well, 67% of homebuyers who are on the sidelines have claimed that they are still monitoring the market.

Marketing opportunities: Real estate firms, mortgage lenders.

Source article: Bank of America

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How Brand Discovery Is Evolving

With the rise of social media, e-commerce, and artificial intelligence, customers have begun shifting their search behaviors from Google.
Brands need to begin optimizing search functions for platforms like TikTok, YouTube, and Instagram – all of which are huge social platforms where customers go to search for businesses.
With product searches also being predominant on e-commerce platforms, tailoring content and optimizing descriptions could help brands reach more people.
Omnichannel experiences remain important, and brands need to also find ways to be more human in their content optimizations.

Marketing opportunities: Business owners, e-commerce sellers, product marketers.

Source article: Media Post

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Futuri is the leading provider of cloud-based audience engagement software for the enterprise. Brands rely on Futuri to make their content more relevant, accessible, engaging, and results-driven. Founded in 2009, Futuri holds 12 published or pending patents in 151 countries. Named to the Inc. 5000 List of America’s Fastest-Growing Private Companies for seven consecutive years, Futuri is the only audience engagement platform that includes solutions for sales, marketing, and content teams.

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