Getting to Know the Modern Traveler
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Transcript of Getting to Know the Modern Traveler
Ben Russell Strategic Analyst
LinkedIn Marketing Solutions
Getting to Know the Modern Traveler
2
Why are we here?
3
Why are we here?
4
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?
1
2
3
Profiling the Modern Traveler
99
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?
17
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.
18
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.
19
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
22
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.
26
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