the rise of the modern traveller
TRANSCRIPT
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The Rise of the Modern TravellerWelcome
Lucy Lu Account Director Travel Industry
LinkedIn Marketing Solutions
Elisa KochInsights Lead
AU & NZLinkedIn Marketing Solutions
Arianne RitzAccount Director
LinkedIn Marketing Solutions
Brendan HaasProduct Consultant
LinkedIn Marketing Solutions
Matt TindaleHead of Enterprise APACLinkedIn Marketing Solutions
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Agenda
8:30 am - 8:35am
Welcome
8:35 am – 9:20 amConnecting with
Modern Travellers on LinkedIn
Profiling the Modern Traveller on LinkedIn
What influences their decisions
What are they looking for from your brand
Customer centric content
9:20m – 9:50amFireside Chat
Flight Centre
9:50 am – 10:00 am2016 LinkedIn
Product Roadmap
Event Conclusion
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Connecting with Modern Travellers on
LinkedInSeptember 2016
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Home away from home.
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We look for unique experiences and the story telling
opportunities they provide.
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Travellers are inherently social.
Source: 2016 Global WebIndex
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LinkedIn is the world’s largest professional network
450,000,000+
Global Registered Members
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8 million+Australian
Members
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In
Australia7.3M+active monthly unique
audience (nielsen digital ratings monthly, July 2016 Australia )
PEERS1MM+ posts/wk in Groups
130k/wk Member Posts
NEWS2MM+ PublishersLinkedIn Pulse
BRANDS7MM+ Company PagesCompany Updates 18MM+ SlidesharesElevate
THOUGHT LEADERS500+ Influencers
They consume 15 x more in feed content than career opportunities.
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LinkedIn users are actively in-market for vacations
LinkedIn Twitter Facebook
139126
105
199170
108
Vacation Purchased in Past Six Months
Domestic Vacation International VacationLinkedIn Twitter Facebook
143
111 113
137
111 111
Vacation Planned in Next Six Months
Domestic Vacation International Vacation
Source: GlobalWebIndex, Q2, 2015 – Q1, 2016 Australia Data (Index Vs. Average Internet User)
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Australian LinkedIn members are active business travellers
Australian LinkedIn business travellers flying higher than
economy
34%
1 in 2 LinkedIn users take
3+ business trips per year
Source: GlobalWebIndex, Q2, 2015 – Q1, 2016
when flying in the last 6 months
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51%
% of LinkedIn members in Australia plan on travelling internationally in the next six months
Source: LinkedIn Omnibus Research, August 2016
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1.Profiling the Modern Traveller
Who are they on LinkedIn?
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75%book flights and hotels themselves through a travel agent or the website directly(without an assistant)
Source: LinkedIn Internal Research 2016.
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34%have no restrictions on which hotel or airline, and they can book through agents.
Source: LinkedIn Internal Research 2016.
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Millennial Explorershighly motivated professionals embracing new found financial freedom
Aspiring graduates and young professionals who are launching
their career, represent the fastest growing audience
segment on LinkedIn.
LinkedIn Targeting: Graduates and Entry Professionals
who are individual contributors with no direct reports and no leadership
role, and which do not require advanced expertise.
Global Members: 29,000,000AU Members: 598,000
97%More companies followed than
the average LinkedIn Member
Source: LinkedIn Internal Research 2016.
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Mass Affluent TravellersConsumers with established financial means prefer to spend their money on a
vacation than on material goods
The mass affluent audience on LinkedIn are professionals with on average
USD$100K in investable assets. They cover a broad range of functions and
seniorities in their organisation
LinkedIn Targeting: Mass affluent custom segment that encompasses
senior individual contributors with advanced expertise to director level executives in large organisations . Global Member Count:
13,000,000AU Member Count: 640,000
2.9XMore active than the average
LinkedIn Member
Source: LinkedIn Internal Research 2016.
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Baby Boomers Australians who will own 55% of the nation’s private wealth by 2020.
On LinkedIn they are an influential age group in Australia. While they are set to leave the paid workforce during the next 4 years, they use
LinkedIn as a platform to stay connected with their professional
passions.
LinkedIn Targeting: Mass affluent custom segment that
encompasses senior individual contributors with advanced expertise to director level executives
in large organisations .
Global Member Count: 1,620,000
AU Member Count: 55,000+
LinkedIn Twitter Facebook
146
108 101
Top 25% Income BracketAustralia (Index)
Source: LinkedIn Internal Research 2016.
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Business TravellersAustralia is a nation of business travellers due to our location
away from the rest of the world
Business travellers on LinkedIn encompasses a large group of
professionals whose role and function demand frequent domestic and
international travel schedule (FIFOs).
LinkedIn Targeting: Professionals whose behaviours on LinkedIn indicates they travel or who have expressed interest in travel.
Global Member Count: 16,000,000
AU Member Count: 775,000
Flew outside of Australia(Last 12 Months)
65%Flew within Australia
(Last 12 Months)
93%
Source: LinkedIn Internal Research 2016.
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Active Travel PlannersConsumers who now have a reason to travel
On LinkedIn they are professionals who have recently had a big life change,
which signifies a reason and ability to make a large purchase, such as travel.
LinkedIn Targeting: Professionals who have changed their job or career in
the last 90 days.
Global Member Count: 6,750,000AU Member Count: 492,000
76%Of members consider a vacation
when they achieve professional success
Source: LinkedIn Internal Research 2016.
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2.What influences their decisions
What are their decision triggers?
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No blackout dates
Extended points expiration dates
Transferrable points
Extra points
Lounge access
Upgrades
25%
31%
37%
39%
61%
71%
Top Factors That Influence Switching Loyalty Programs
LinkedIn users are active participants in loyalty programs
Travellers on LinkedIn are a member of a hotel or airline
loyalty program9 in 10
Source: LinkedIn Internal Research 2016.
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Convenience of direct flights is the biggest influencer when choosing an
airline
Comfort
Frequent flyer programs
Reliability
Price
20%20%
25%30%
34%39%
46%48%
For Business, factors influencing airline choice
1. Price
For leisure, top 3 factors influencing airline choice
2. Safety 3. Direct Flights
Source: LinkedIn Internal Research 2016.
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Convenience of location is the biggest influencer when choosing a hotel
For business, factors influencing hotel choice
ReputationCustomer service
Free Wi-FiFacilitiesComfort
PriceLocation
13%16%
28%30%
39%53%
78%
For leisure, top 3 factors influencing hotel choice
1. Price 2. Location 3. Comfort
Source: LinkedIn Internal Research 2016.
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Implication for Marketers:
Build relationships with affluent, empowered
travellers where they invest their time –
for business and leisure
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3.What are they looking for from your brand
Aligning your services to their needs
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North America Europe Middle East Asia-Pacific
APAC LinkedIn members have a preference for destination content and new offers
Source: LinkedIn Omnibus Research, August 2016
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Top 5 Planned Destinations by Country Business or Leisure
Singapore France
Germany MalaysiaThailand
Travelers from Singapore plan to fly
around South-East Asia
Travelers from Australia plan to fly around Asia and Europe
MalaysiaIndonesiaAustraliaThailand
Hong Kong
Travelers from Hong Kong plan to
fly around North Asia China
SingaporeThailandAustraliaMalaysia
UAEUnited Kingdom
MalaysiaCanada
Hong Kong
Travelers from India plan to fly around UAE and Europe
Source: LinkedIn Omnibus Research, August 2016
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Australian LinkedIn members prefers upgrade tips
Australia Hong Kong Indonesia India Malaysia Philippines Singapore Thailand
Destination travel guides Expert advice/reviews Upgrade tips New offerings
Source: LinkedIn Omnibus Research, August 2016
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LinkedIn Trending Content What travel subject matters are trending on LinkedIn?
Airport bussing company carbridge joins Aerocare – Aerocare Australia
Canberra airport gears up for start of direct international flights – The Sydney Morning Herald
How the internet of things improves air travel - CIO From IDG
Is your luggage more important than your life? - ABC News
Source: LinkedIn Internal Data Sep 2016 Trending Content
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LinkedIn Sponsored Content
What sponsored travel content is trending on LinkedIn?
Source: LinkedIn Internal Data Sep 2016 Trending Sponosred Content
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Implication for Marketers:
Engage the modern traveller by catering to their motivations with relevant messaging.
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4.Customer Centricity
How to communicate effectively with your audience on LinkedIn?
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NewsfeedLinkedIn newsfeed is where members access and share relevant and timely content
Sponsored ContentEngage your prospects with relevant content in the
world’s only professional feed.
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Mobile Friendly FormatsAdapt for all customer touch points
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Provide True Value ExchangeHow Can You Help Your Audience Solve A Problem?
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Be Conversational Lead The Conversation And Listen To Customers.
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Deliver Clear Call To ActionUse language consistent with your brand, and address the audience
directly where relevant
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StorytellingMembers will respond well to stories that inform, inspire and entertain.
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Personalised MessagingUse Sponsored InMail To Reach Your Most Desired
Audience on LinkedIn.
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5.Fireside Chat with
Kimberley SaddingtonA marketer’s perspective
Kimberley SaddingtonMarketing Manager
Flight Centre Business Travel
Matt TindaleHead of Enterprise APAC
LinkedIn Marketing Solutions
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2016 PRODUCT ROADMAP
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Conversion TrackingEasily measure and optimize the business impact of your LinkedIn Ads
investment using native attribution tools
*Available Now
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Programmatic DisplayReach the right customers with Display Ads using your preferred demand-side
platform (DSP) or agency trading desk (ATD)
*Available Now
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Audience Matching: Website Retargeting and Marketing Automation Contact Targeting
Target audiences that matter most to your business
*Q4
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One-Click Lead GenEasily generate high-quality leads from your campaigns, based on a
variety of calls-to-actions and objectives
*Q4-Q1 2017
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Affluent business and leisure travelers care about the same core concepts, but need
specialized messaging to engage with based on
their geography
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 traveller 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 traveller
by catering to their motivations with relevant
messaging
Implication:Provide a mix of content topics in order to engage the modern
traveller throughout their journey with the brand
Summary
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Questions?THANK YOU