Ben Russell Strategic Analyst

LinkedIn Marketing Solutions

Getting to Know the Modern Traveler

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Why are we here?

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Why are we here?

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Why are we here?

90% consumers are on their decision journey well before they reach out to a brand

Source: Zero Moment of Truth Study, Google

Agenda

Getting to know the Modern Traveler

Profiling the Modern Traveler

What influences their decisions?

What are they looking for from your brand?

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2

3

Profiling the Modern Traveler

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157

214

232

Facebook (Global)

Twitter (Global)

LinkedIn (Global)

LinkedIn (Hong Kong)

Social Media Platform Usage – Business Travelers Index (% of Site Unique Audience vs. % of Internet Users)

Source: GlobalWebIndex, Q2, 2012 – Q1, 2016

Business Travelers are inherently social

On LinkedIn, they form a sophisticated audience

Source: LinkedIn Internal Data, Global Business Travelers

Global Working for larger companies

27% In company size 10,000+

Mobile first

58% Access LinkedIn via

mobile

Working in major industries

IT FinServ Engineering

Senior in their roles

50% Manager+

Across multiple functions

Consulting HR Finance

65% book flights and hotels themselves through a travel agent or the website directly (without an assistant)

Source: LinkedIn Internal Research; HK n = 500.

41% have no restrictions on which hotel and airline they can book through agents

Source: LinkedIn Internal Research; HK n = 500.

Business Travelers are also Leisure Travelers

Source: LinkedIn Internal Research; Global n = 9007, HK n = 500.

56% 66%

Global Hong Kong

Business / Leisure Traveler Overlap (% of LinkedIn Travelers that have flown for Business and Leisure)

A sizable percentage travel for business at a higher class

Source: LinkedIn Internal Research; Business Travel - Global n = 6255, HK n = 350.

50%

when flying in the last 6 months

41%

when flying in the last 6 months

Hong Kong business travelers

flying higher than economy Global business travelers

flying higher than economy

Implication for

Marketers: Build relationships with

affluent, empowered

travelers where they

invest their time – for

business and leisure

What influences their decisions?

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28%

36%

38%

43%

50%

63%

No blackout dates

Preferential booking

Transferrable points

Extra points

Lounge access

Upgrades

Source: LinkedIn Internal Research; Global n = 9007, HK n = 500.

Top Factors That Influence Switching Loyalty Programs

Modern travelers are active participants in loyalty programs

LinkedIn travelers are a

member of a hotel or airline

loyalty program

(In Hong Kong, the figure is 8 in 10,

and half are members of both)

7 in 10 Higher for HK Travelers

Higher for 18 – 34 year olds

Top Factors Driving Willingness to Engage

Global HK

Bases vary.

Please select the top three factors when choosing an airline.

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Reliability

Geography Age

What motivates modern travelers toward airlines?

Price

Direct Flights

Comfort

18-34 35+

Book Type (business travel only)

Loyalty Program Food & Drink

Book direct Book through work

Direct Flights

Price

Reliability

Loyalty Program

Price

Direct Flights

Loyalty Program

Safety Service

Top Factors Driving Willingness to Engage

Global HK

Bases vary.

Please select the top three factors when choosing a hotel.

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Geography Age

What motivates modern travelers toward hotels?

Price

Location

18-34 35+

Book Type (business travel only)

Customer Service Free Wi-Fi

Book direct Book through work

Comfort

Loyalty Program

Price

Location

Comfort

Free Wi-Fi Facilities

Price

Location

Special Offers

Customer Service

Comfort

Implication for

Marketers: Engage the modern

traveler by catering to

their motivations with

relevant messaging

What are they looking for from your brand?

Less than half

identified a brands website as

one of the 3 most influential

sources for their travel decision

making

Only 26%

are influenced by mail

campaigns (direct or online)

Only 6%

cite TV or Radio as one of the 3

most influential sources

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Source: LinkedIn Internal Research Data. Base: LinkedIn members (Business travel n = 6255, Leisure travel n = 7825)

Engaging with travelers before booking is hard

But they can be reached consistently online through content

Source: LinkedIn Internal Research; Global n = 9007

Expert advice /

reviews

Tips on how to get upgraded

POV from influencer at

company

Reward program updates

Tips on miles / points

Destination travel guides

Deals and special offers

More important for business travel

More important for leisure travel

New Offerings

APAC Business Travelers want travel guides, not upgrade tips

Source: LinkedIn Internal Research; Business Travel – North America n = 648, Europe n = 1919, Middle East n = 399, Asia-Pacific n = 2948

North America Europe Middle East Asia-Pacific

Destination travel guides Expert advice/reviews Upgrade tips New offerings

Hong Kong Business Travelers seek something different

Source: LinkedIn Internal Research; Business Travel. Bases vary.

Australia Hong Kong Indonesia India Malaysia Philippines Singapore Thailand

Destination travel guides Expert advice/reviews Upgrade tips New offerings

Hong Kong more likely to engage with content around new offerings.

Hong Kong less likely to engage with content around travel guides.

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What are Modern Travelers engaging with on LinkedIn?

Destination travel guides

Source: Internal LinkedIn data. Benchmark engagement rates are global Transporation & Recreational industry benchmarks.

New / special offers

7.5X

7.7X

Performance vs Industry Benchmark

Performance vs Industry Benchmark

8.5X

2.5X

27

What are Modern Travelers engaging with on LinkedIn?

Upgrade tips

7.9X

Source: Internal LinkedIn data. Benchmark engagement rates are global Transporation & Recreational industry benchmarks.

Expert advice / reviews

7.4X

2.7X

4.3X

Performance vs Industry Benchmark

Performance vs Industry Benchmark

LinkedIn’s top content marketers also feature heavily on Business

Travelers’ shortlists

Source: LinkedIn Internal Data, Content Marketing Score, Global, “Business Travelers” – April, 2016

Top 6 Brands (Content Marketing Score) (Business Travelers, Hospitality Industry, April 2016)

LinkedIn’s top content marketers also feature heavily on Business

Travelers’ shortlists

Source: LinkedIn Internal Data, Content Marketing Score, Global, “Business Travelers” – April, 2016

Top 6 Brands (Content Marketing Score) (Business Travelers, Airline Industry, April 2016)

Implication for

Marketers: Provide a mix of content

topics in order to engage

the modern traveler

throughout their journey

with the brand

Final Takeaways

Affluent business and leisure

travelers care about the same

core concepts, but need

specialized messaging to engage

with based on their geography

and age

LinkedIn’s data tells us that

an affluent audience of online

professionals is travel-savvy

and interested in both

business and leisure travel

The modern traveler is actively

seeking and engaging with

relevant content on the LinkedIn

platform

Implication: Build relationships with affluent,

empowered travelers where they

invest their time – for business

and leisure

Implication: Engage the modern traveler

by catering to their motivations

with relevant messaging

Implication: Provide a mix of content topics

in order to engage the modern

traveler throughout their journey

with the brand