The modern traveller spends significant time on LinkedIn and is actively researching travel options. They are influenced by convenience factors like direct flights and hotel locations. LinkedIn data shows that members are actively planning both business and leisure travel within Asia and to destinations in Europe. Members are also loyal to travel brands and influencers by membership programs and content. To engage travellers, brands should provide a mix of locally relevant content topics like destination guides, reviews, and new offers tailored to each market. The summary effectively distills the key points about profiling modern travellers on LinkedIn, what influences their decisions, what they are looking for from brands, and how brands can effectively communicate with this audience through customer-centric content.

1. The Rise of the Modern Traveller
Welcome
Lucy Lu
Account Director
Travel Industry
LinkedIn Marketing Solutions
Elisa Koch
Insights Lead
AU & NZ
LinkedIn Marketing Solutions
Arianne Ritz
Account Director
LinkedIn Marketing Solutions
Brendan Haas
Product Consultant
LinkedIn Marketing Solutions
Matt Tindale
Head of Enterprise APAC
LinkedIn Marketing Solutions

2. Agenda
8:30 am - 8:35am
Welcome
8:35 am – 9:20 am
Connecting 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 – 9:50am
Fireside Chat
Flight Centre
9:50 am – 10:00 am
2016 LinkedIn
Product Roadmap
Event Conclusion

3. Connecting with
Modern Travellers on LinkedIn
September 2016

4. We look for unique experiences and the
story telling opportunities they provide.

5. Travellers are inherently social.
Source: 2016 Global WebIndex

6. LinkedIn is the world’s
largest professional network
450,000,000+
Global
Registered
Members

7. 8 million+Australian Members

8. In Australia7.3M+
active monthly unique audience
(nielsen digital ratings monthly, July 2016 Australia )
PEERS
1MM+ posts/wk in Groups
130k/wk Member Posts
NEWS
2MM+ Publishers
LinkedIn Pulse
BRANDS
7MM+ Company Pages
Company Updates
18MM+ Slideshares
Elevate
THOUGHT LEADERS
500+ Influencers
They consume 15 x more in feed content than career opportunities.

9. LinkedIn users are actively
in-market for vacations
139
126
105
199
170
108
LinkedIn Twitter Facebook
Vacation Purchased in Past Six Months
Domestic Vacation International Vacation
143
111 113
137
111 111
LinkedIn Twitter Facebook
Vacation Planned in Next Six Months
Domestic Vacation International Vacation
Source: GlobalWebIndex, Q2, 2015 – Q1, 2016 Australia Data (Index Vs. Average Internet User)

10. 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

11. 51%
% of LinkedIn members in
Australia plan on travelling
internationally in the next six
months
Source: LinkedIn Omnibus Research, August 2016

12. 1.
Profiling the Modern Traveller
Who are they on LinkedIn?

13. 75%
book flights and hotels
themselves through a
travel agent or the website
directly
(without an assistant)
Source: LinkedIn Internal Research 2016.

14. 34%
have no restrictions on
which hotel or airline, and
they can book through
agents.
Source: LinkedIn Internal Research 2016.

15. Millennial Explorers
highly 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: 29,000,000
AU Members: 598,000
97%More companies followed than the
average LinkedIn Member
Source: LinkedIn Internal Research 2016.

16. Mass Affluent Travellers
Consumers 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: 13,000,000
AU Member Count: 640,000
2.9XMore active than the average
LinkedIn Member
Source: LinkedIn Internal Research 2016.

17. 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+
146
108 101
LinkedIn Twitter Facebook
Top 25% Income Bracket
Australia (Index)
Source: LinkedIn Internal Research 2016.

18. Business Travellers
Australia 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.

19. Active Travel Planners
Consumers 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: 6,750,000
AU Member Count: 492,000
76%Of members consider a vacation
when they achieve professional
success
Source: LinkedIn Internal Research 2016.

20. 2.
What influences their decisions
What are their decision triggers?

21. 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.

22. 25%
31%
37%
39%
61%
71%
No blackout dates
Extended points expiration dates
Transferrable points
Extra points
Lounge access
Upgrades
Top Factors That Influence Switching Loyalty Programs
LinkedIn users are active participants in
loyalty programs
Source: LinkedIn Internal Research 2016.

23. Convenience of direct flights is the biggest
influencer when choosing an airline
20%
20%
25%
30%
34%
39%
46%
48%
Comfort
Service
Frequent flyer programs
Schedules
Reliability
Safety
Price
Direct flights
For Business, factors influencing
airline choice
Source: LinkedIn Internal Research 2016.

24. 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
Source: LinkedIn Internal Research 2016.

25. Convenience of location is the biggest
influencer when choosing a hotel
For business, factors influencing hotel
choice
13%
16%
28%
30%
39%
53%
78%
Reputation
Customer service
Free Wi-Fi
Facilities
Comfort
Price
Location
Source: LinkedIn Internal Research 2016.

26. 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
Source: LinkedIn Internal Research 2016.

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

28. 3.
What are they looking for from your brand
Aligning your services to their needs

29. North America Europe Middle East Asia-Pacific
Destination travel guides Expert advice/reviews Upgrade tips New offerings
APAC LinkedIn members have a preference for
destination content and new offers
Source: LinkedIn Omnibus Research, August 2016

30. Top 5 Planned Destinations by Country
Business or Leisure
Singapore
France
Germany
Malaysia
Thailand
Travelers from Singapore
plan to fly around
South-East Asia
Travelers from Australia
plan to fly around
Asia and Europe
Malaysia
Indonesia
Australia
Thailand
Hong Kong
Travelers from
Hong Kong plan to fly
around North Asia
China
Singapore
Thailand
Australia
Malaysia
UAE
United Kingdom
Malaysia
Canada
Hong Kong
Travelers from India
plan to fly around
UAE and Europe
Source: LinkedIn Omnibus Research, August 2016

31. 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

32. 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

33. LinkedIn Sponsored Content
What sponsored travel content is trending on LinkedIn?
Source: LinkedIn Internal Data Sep 2016 Trending Sponosred Content

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

35. 4.
Customer Centricity
How to communicate effectively with your audience on
LinkedIn?

36. Newsfeed
LinkedIn newsfeed is where
members access and share
relevant and timely content
Sponsored Content
Engage your prospects with relevant content in the world’s
only professional feed.

37. 3
Mobile Friendly Formats
Adapt for all customer touch points

38. Provide True Value Exchange
How Can You Help Your Audience Solve A Problem?

39. 3
Be Conversational
Lead The Conversation And Listen To Customers.

40. 4
Deliver Clear Call To Action
Use language consistent with your brand, and address the audience
directly where relevant

41. 4
Storytelling
Members will respond well to stories that inform, inspire and entertain.

42. 4
Personalised Messaging
Use Sponsored InMail To Reach Your Most Desired
Audience on LinkedIn.

43. 5.
Fireside Chat with
Kimberley Saddington
A marketer’s perspective
Kimberley Saddington
Marketing Manager
Flight Centre Business Travel
Matt Tindale
Head of Enterprise APAC
LinkedIn Marketing Solutions

44. 2016 PRODUCT ROADMAP

45. Conversion Tracking
Easily measure and optimize the business impact of your LinkedIn Ads investment using
native attribution tools
*Available Now

46. Programmatic Display
Reach the right customers with Display Ads using your preferred demand-side platform
(DSP) or agency trading desk (ATD)
*Available Now

47. Audience Matching: Website Retargeting and
Marketing Automation Contact Targeting
Target audiences that matter most to your business
*Q4

48. One-Click Lead Gen
Easily generate high-quality leads from your campaigns, based on a variety of
calls-to-actions and objectives
*Q4-Q1 2017

49. 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

50. Questions?
THANK YOU