Understanding the Modern Traveller on LinkedIn

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Understanding the modern traveller on LinkedIn

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Research Overview

Methodology Criteria

Survey respondents are members of LinkedIn who have opted to

participate in research studies. They completed a 10-minute online study

in March 2016

Audience

Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)

6,255 Business Travellers

7,825 Leisure Travellers

People who have traveled for business and/or leisure

in the past 6 months

Across 24 countries:EMEA: UK, Netherlands, France, Spain, Germany,

Sweden, GCC6NAMER: US, CALATAM: Brazil

APAC: Australia, Hong Kong, Singapore, India,

Indonesia, Malaysia, Philippines, Thailand

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RESEARCH OBJECTIVES

Understand the mindset, behaviors, and expectations

of business and leisure travellers

Examine the effects of interacting with travel various online sources

Understand what influences business and leisure

travellers decisions around the airline and hotels they

choose

Diverging paths to purchase:consideration & evaluation

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LinkedIn is home to active travellers for business and leisure

Both audiences are active travellers

38% of LinkedIn members have taken 3+ trips for leisure in the past 6 months

1in4 LinkedIn business travellers have taken 8+ trips for business in the past 6 months


How many trips have you made internationally or within your countr in the past 6 months for business and/or leisure that required air travel?

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... And they like to travel in style

75%

18%

7%

Leisure travellers

Budget/EconomyPremium EconomyBusiness/First class

59%23%

18%

Business travellers

Budget/EconomyPremium EconomyBusiness/First class

Almost 1in5 travel business/first class

1in4 travel premium economy or higher

Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)Which class have you traveled by most often when flying in the past 6 months?

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Both business and leisure travellers tend to be loyal

Loyalty program membership

Member of loyalty program Non member

Leisure travellers66

%

Member of loyalty program Non member

Business travellers

34%

72%

28%

Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)Please indicate whether you are a member of an airline or hotel loyalty program.

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But they would be willing to consider switching programs for better perks

1. Upgrades2. Lounge Access3. Extra Points4. Transferrable

Points5. Preferential

Booking

Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)Which of the following factors would influence you to change programs?

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When choosing an airline convenience of direct flights is most important for business travellers, but price is most important for leisure travellers

Direct Flights Price Safety Schedules Reliability

43%

74%

39%

32%

22%

50%48%

38% 38%

27%

Leisure TravelersBusiness Travelers

1.5x

Factors influencing airline choice


Please select the top three factors when choosing an airline

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…. And we see a similar trend when choosing hotels

Location Price Comfort Wifi Offers

63%

70%

40%

25%

15%

68%

50%

44%

31%

7%

Leisure TravelersBusiness Travelers

1.4x

2.1x

Factors influencing hotel choice

Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)Please select the top three factors when choosing a hotel.

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A brands website and family/friends are the most influential sources for business and

leisure travellers

Which of the following marketing channels and information sources do you find most influential when considering business travel and leisure travel? N=6255

V I S I T B R A N D ’ S S I T E

F A M I LY A N D F R I E N D S T R A V E L A G E N T D I R E C T E M A I L S O C I A L M E D I A

S I T E SP R O F E S S I O N A L

N E T W O R K S

Most influential sources when considering business travel

56% | 53% 56% | 40% 22% | 27% 23% | 22% 29% | 19% 11% | 18%

Leisure travellers | Business travellers


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…especially information around deals and offersBusiness travellers are hungry for content

If you were to follow a hotel or airline on LinkedIn, what type of information would you expect to receive from them regarding business travel and leisure travel?

D E A L S A N D O F F E R S C I T Y G U I D E S

N E W O F F E R I N G S

T I P S O N H O W T O U P G R A D E E X P E R T

R E V I E W S

Most influential marketing channels when considering business travel

49%63% | 33%45% | 32%32% | 24%20% | 23%20% |

Leisure travellers | Business travellers


Brand consideration

Airline consideration is similar across LinkedIn’s business and leisure travellers

Lufthansa

TAM Airlines

Emirates

Singapore Airlines

Cathay PacificEtihad

Qatar

British Airways

Air AsiaDelta

0%10%20%30%40%50%60%70%80%90%

Business Traveler Leisure Traveler


Similarly there is little differentiation in consideration across major hotel chains for LinkedIn travellers

Accor Hotels

Westin (Starwood)

Shangri-LaRadisson

JW MarriottNovotel

MarriottHilton

Hyatt Ibis0%

10%

20%

30%

40%

50%

60%

Business Traveler Leisure Traveler


Understanding the Modern Traveller on LinkedIn

Marketing

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