Powwownow vs. The Airlines

02 March 2010, terracurve

Business travel can wreak havoc on the environment and corporate social responsibility – not to mention corporate budgets. One UK conferencing company aggressively answers criticism ofbusiness travel alternatives. Let the fight begin!


Recent campaigns by two particular British has seen them urging business travellers to use flights when they need to contact their clients or suppliers. FlyBe and British Airways have launched a campaign attacking conference calls as an alternative to travelling to business meetings. Flybe’s website states that 40% of potential customers will become customers after a face-to-face meeting, compared with only 16% without.

These stats seem to show that any savings that are made on conference calls will be lost in attracting new business. However, when this was announced Powwownow, a UK conference call company, hit back by putting into question these stats. Powwownow discovered that the study cited is non-peer reviewed research sponsored by two travel industry groups, the US Travel Association and the Destination and Travel Foundation. It is not unreasonable to suggest that these authors do not come from the most independent of positions. I’d say neither opponent comes out on top after Round 1.

Airlines – 1 Powwownow – 1

The second round began when British Airlines offered 5,000 free flights for SME’s. Although of course the taxes and fees needed to be paid on-top but it was a significant gesture by BA to encourage SME’s to fly for business. Powwownow duly responded by launching their own FlyPowwownow service, offering 5,000 free conference calls for SME’s.

So after Round 2,

Airlines – 2 Powwonow – 2

Then came Flybe’s print advertising campaign denouncing conference calls as a means to conduct business. Powwownow responded with a mocked up version of the Flybe advertising campaign showing the real cost and lessened environmental impact of a conference call compared to flying. See this link for a snapshot of the two campaigns – http://www.powwownow.co.uk/blog/opinions/the-real-cost-of-air-travel/. Flybe duly responded (see – http://www.powwownow.co.uk/blog/opinions/the-flybe-response/ ). Stating that their facts and figures weren’t dubious FlyBe actually stated a completely different study that said that they had the youngest and cleanest airlines. That wasn’t the study Powwownow attacked and therefore it shows an element of grasping at straws by FlyBe. The whole response seems to be grasping at straws

So after the Final Round,

Airlines 2 – Powwownow – 3

We have a clear winner – Powwownow. This debate clearly shows that with a mixture of humour and confidence a small company can rattle the big travel operators and hopefully help the general public understand that there are more environmentally friendly ways to keep in touch with clients/customers than flying.