Office Space News
Regus Group Inks Alliance with Business Traveller Magazine
Published April 6th, 2009 by Jennifer LeClaire
Let the deal making continue. The Regus Group is on a roll with its strategic alliance strategy that it hopes will raise awareness of its brand with new audiences and reinforce its brand value with current customers.
Regus’ latest deal sees the executive office suites industry giant partner with Business Traveller magazine. The alliance means new Business Traveller magazine print edition subscribers will receive a complimentary Regus businessworld Gold card.
“This partnership allows us to extend all of the great benefits of the Regus businessworld Gold card to our new subscribers,” said Linda Vaughan, publisher of Business Traveller magazine. “With the Regus Businessworld Gold card, our readers can now feel confident knowing that they won’t have to compromise productivity while on the road.”
Taking a Closer Look
Strategic alliances like this one sometimes have few strings for consumers to qualify. So let’s take a closer look at the Regus-Business Traveller magazine deal to see what’s what.
For travelers to tap into the alliance, they have to agree to a new, two-year subscription to Business Traveller magazine. For subscribers in the U.S., that’s going to cost about $60. Business Traveller magazine is the leading magazine for the frequent business traveler, with nine editions worldwide including the United Kingdom, United States, Asia-Pacific, Middle East, China, Germany, Denmark, and Africa, plus websites in the UK, Asia and France. The deal appears to only be available to subscribers of the U.S. edition.
When you subscribe, Regus gives you a free businessworld Gold card. That’s a $300 value. The card gives users unlimited access to more than 1,000 Regus business lounges worldwide, free Internet access and special offers on Regus products and services. Guillermo Rotman, CEO of Regus Group Americas, offers a little more insight into the deal:
“Our new alliance will allow Business Traveler magazine subscribers, who average more than 40 round trips per year, the ability to maximize productivity and save money during their travels. No longer will these busy professionals have to settle for working from cramped airplanes, noisy coffee shops or less than private hotel lobbies. Our businessworld Gold card provides them with immediate access to professional places to work complete with support services wherever their travels take them.”
Regus’ Perfect World
In the perfect world of these two companies, you’d be sitting in a Regus business lounge reading Business Traveller magazine and buying from its advertisers. Business Traveller magazine aims to entertain corporate travelers, saving them money and making their traveling life easier. Each edition offers editorial on the latest news from airlines, airports, hotels and car rentals, as well as reviews of travel products, destinations, cultures, and technology.
Of course, getting clients into the Regus airport lounges is only part one for the serviced office giant. Regus wants these members to tap into its full range of business-ready workplace products, including fully furnished, fully staffed private offices, meeting rooms and business support services. Regus says its clients typically experience up to a 60 percent savings on their facilities costs over leasing traditional office space.
What do you think? Is this a good deal for business travelers? As I see it, if you are a road warrior, you can’t go wrong with a deal like this. The magazine gives you something to read with value-added information that might save you more money than the subscription costs. And the free businessworld Gold Card is a value in itself – if you are truly a road warrior. If not, I’d suggest reading the free content Business Traveller offers online via your laptop when on the occasional business trip and renting Regus serviced offices as needed. Either way, these are two great companies that are worth exploring.
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About the Author
Marcus Hester April 7th, 2009 at 5:58 am
This is a great deal if you travel a lot — and if you need to rent temp office space when you are in various cities. Of course, that’s not every traveler, and it’s not every heavy traveler, either. The corporate types can go from regional headquarters to regional headquarters most of the time, or to partner offices in their city of destination. Still, this does have tremendous value for the niche of entrepreneurial road warriors or those that work for small companies but travel a lot.
Bill Brookshire April 7th, 2009 at 6:00 am
You are right about the airport lounge point. Regus’ goal isn’t merely to get business travelers into the airport lounge. That seems to be just a way of introduction to the executive office suites in this alliance. It’s a door opener, if you will, to get travelers to consider renting serviced office space or conference rooms from Regus when they need them. It’s still a great deal all the way around.
Maggie Correta April 7th, 2009 at 6:03 am
I think Regus should align with aBetterOffice.com, LOL. I am half-kidding. But when you look at the exposure Regus gets here and the value the site provides to the overall serviced office industry, it seems like a no-brainer for you guys to hook up at some level.
Melanie Jones April 8th, 2009 at 9:40 am
If you watch what Regus is doing, it’s very smart. I am betting we’re going to see more and more of these alliances. The only problem is that the businessworld membership doesn’t help everybody. I think Regus needs to come up with something a little more user-friendly for the less intensive user. That might shake some new customers loose.
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