Businessmen demand better service.

Are a decent meal and comfortable seat on an airplane too much to ask for? If they are, baby boomers who dominate business travel today may seek alternatives to travel, rather than endure the discomfort and hassle of flying, according to results from the Yesawich, Pepperdine & Brown/ Yankelovich Partners 1996 National Travel Monitor.

"These travelers know the value of their time and don't want to spend it unproductively," explains Dennis Marzella' senior vice president of research and strategic marketing. "They are looking for the travel industry to provide, at the very least, a mastery of the basics."

Assessing airlines, for example, 70% of business travelers say the quality of service is improving. Nevertheless, approximately the same amount feel that seats are uncomfortable and the food is poor. "Lack of responsiveness to these needs by the airline industry encourages consumers to consider high-tech substitutes for business travel."

Responding to basic service issues, more than 40% don't sleep well on business trips, and over 90% want clean, well-maintained rental cars. Going beyond the basics, many hotel chains are offering complimentary shuttle service to and from the airport, discounts for advanced reservations, and breakfast included with the room rate. Car rental companies are stretching their amenities to create convenience...