The internet has transformed every industry globally; the travel and hospitality industry is no exception. As modern business and leisure travelers are becoming more demanding, it is critical for your brand to understand the profile of the modern traveler, know where they are and how to engage them at the right time. The widespread adoption of social and digital media have opened up new opportunities for brands to engage and influence modern travelers throughout the entire decision journey. Learn more as we learn about: - Profiling the Modern Traveler - What Influences their Decisions? - What are they looking for from your brand?

1. ​ Ben Russell
​ Strategic Analyst
​ LinkedIn Marketing Solutions
Getting to Know the Modern Traveler

2. 2
Why are we here?

3. 3
Why are we here?

4. 4
Why are we here?

5. 90%
consumers are on their
decision journey well
before they reach out to a
brand
Source: Zero Moment of Truth Study, Google

6. 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
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7. ​ Profiling the Modern Traveler

8. 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

9. 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

10. 65%
book flights and hotels
themselves through a travel
agent or the website directly
(without an assistant)
Source: LinkedIn Internal Research; HK n = 500.

11. 41%
have no restrictions on
which hotel and airline
they can book through
agents
Source: LinkedIn Internal Research; HK n = 500.

13. 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)

14. 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

15. Implication for
Marketers:
Build relationships with
affluent, empowered
travelers where they
invest their time – for
business and leisure

16. ​ What influences their decisions?

17. 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

18. 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 ProgramFood & Drink
Book direct Book through work
Direct Flights
Price
Reliability
Loyalty Program
Price
Direct Flights
Loyalty Program
SafetyService

19. 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 ServiceFree Wi-Fi
Book direct Book through work
Comfort
Loyalty Program
Price
Location
Comfort
Free Wi-FiFacilities
Price
Location
Special Offers
Customer Service
Comfort

20. Implication for
Marketers:
Engage the modern
traveler by catering to
their motivations with
relevant messaging

21. ​What are they looking for from
your brand?

22. 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

23. 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

24. 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

25. 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. 26
What are Modern Travelers engaging with on LinkedIn?
Destination travel guides
Source: Internal LinkedIn data. Benchmark engagement rates are global Transporation & Recreational industry
New / special offers
7.5X
7.7X
Performance vs
Industry Benchmark
Performance vs
Industry Benchmark
8.5X
2.5X

27. 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
Expert advice / reviews
7.4X
2.7X
4.3X
Performance vs
Industry Benchmark
Performance vs
Industry Benchmark

28. 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)

29. 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)

30. Implication for
Marketers:
Provide a mix of content
topics in order to engage
the modern traveler
throughout their journey
with the brand

31. 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