the rise of the modern traveller 2016

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


Brendan HaasProduct Consultant


Matt TindaleHead of Enterprise APACLinkedIn Marketing Solutions

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

Connecting with Modern Travellers on

LinkedInSeptember 2016

We look for unique experiences and the story telling

opportunities they provide.

Travellers are inherently social.

Source: 2016 Global WebIndex

LinkedIn is the world’s largest professional network

450,000,000+

Global Registered Members

8 million+Australian

Members

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.

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)

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

51%

% of LinkedIn members in Australia plan on travelling internationally in the next six months

Source: LinkedIn Omnibus Research, August 2016

1.Profiling the Modern Traveller

Who are they on LinkedIn?

75%book flights and hotels themselves through a travel agent or the website directly(without an assistant)

Source: LinkedIn Internal Research 2016.

34%have no restrictions on which hotel or airline, and they can book through agents.


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


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


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)


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%


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


2.What influences their decisions

What are their decision triggers?

LinkedIn users are active participants in loyalty programs

Travellers on LinkedIn are a member of a hotel or airline

loyalty program9 in 10


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


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


Convenience of direct flights is the biggest influencer when choosing an

airline

1. Price

For leisure, top 3 factors influencing airline choice

2. Safety 3. Direct Flights


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%


Convenience of location is the biggest influencer when choosing a hotel

For leisure, top 3 factors influencing hotel choice

1. Price 2. Location 3. Comfort


Implication for Marketers:

Build relationships with affluent, empowered

travellers where they invest their time –

for business and leisure

3.What are they looking for from your brand

Aligning your services to their needs

North America Europe Middle East Asia-Pacific

APAC LinkedIn members have a preference for destination content and new offers


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


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


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

LinkedIn Sponsored Content

What sponsored travel content is trending on LinkedIn?

Source: LinkedIn Internal Data Sep 2016 Trending Sponosred Content

Implication for Marketers:

Engage the modern traveller by catering to their motivations with relevant messaging.

4.Customer Centricity

How to communicate effectively with your audience on LinkedIn?

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.

37

Mobile Friendly FormatsAdapt for all customer touch points

Provide True Value ExchangeHow Can You Help Your Audience Solve A Problem?

39

Be Conversational Lead The Conversation And Listen To Customers.

40

Deliver Clear Call To ActionUse language consistent with your brand, and address the audience

directly where relevant

41

StorytellingMembers will respond well to stories that inform, inspire and entertain.

42

Personalised MessagingUse Sponsored InMail To Reach Your Most Desired

Audience on LinkedIn.

5.Fireside Chat with

Kimberley SaddingtonA marketer’s perspective

Kimberley SaddingtonMarketing Manager

Flight Centre Business Travel

Matt TindaleHead of Enterprise APAC


2016 PRODUCT ROADMAP

Conversion TrackingEasily measure and optimize the business impact of your LinkedIn Ads

investment using native attribution tools

*Available Now

Programmatic DisplayReach the right customers with Display Ads using your preferred demand-side

platform (DSP) or agency trading desk (ATD)

*Available Now

Audience Matching: Website Retargeting and Marketing Automation Contact Targeting

Target audiences that matter most to your business

*Q4

One-Click Lead GenEasily generate high-quality leads from your campaigns, based on a

variety of calls-to-actions and objectives

*Q4-Q1 2017

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

Questions?THANK YOU