Date post: | 18-Jan-2017 |
Category: |
Marketing |
Upload: | linkedin-europe |
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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
Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)
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
Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)
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
Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)
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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
Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)
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
Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)
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
Base: Business Travellers (n=6,255) and Leisure Travellers (n=7,825)
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