Up In The Air3rxg9qea18zhtl6s2u8jammft-wpengine.netdna-ssl.com/... · Booking Platforms Move to Mobile Sources: PhoCusWright US Online Traveler Overview, European Online Traveler

Up In The Air (And Deep in Their Wallets)

Spending Power of Today’s Business Travelers

2014

6.9% GROWTH

2015

8.6% GROWTH

$1.1T – Global Business

Travel Spending in 2013

Source:: GBTA2015 Global Travel Price Outlook

Expected to grow…

2

Travelers are an

attractive audience • 93% with HHI > $150K have traveled in

the past year (vs. 49% with HHI <$50K)

Why Business Travelers

Sources: US. Census Bureau, .Pew Research Center, PhoCusWright. US Consumer Travel Report Sixth Edition, comScore PlanMetrix August 2014

Business Travelers are

even more attractive • Male (72%)

• 2X as likely to have HHI > $100K

• 30% own homes with value

exceeding $250K (3x the general

online pop.)

US Adult Population

235MM

With Internet Access

195MM (83%)

US Travelers

127MM (54%)

Business Travelers

31MM (13%)

Sources: PhocusWright US Consumer Travel Report Sixth Edition , ADARA Transactional Data Sep. 2014

0%

25%

50%

75%

100%

Total Trips

Non-Business

Business

Rest of US

Business Travelers

% of US Population

US business

travelers

percentage of all

trips

Rest of US

Business Travelers Represent 1 in 3 Trips

4

Online Travel Continues to Grow

Note: 2013-2015 projected. Source: PhoCusWright’s Global Online Travel Overview Third Edition 5

2011 2012 2013 2014 2015

US$B Online Market Total Market

$1.1B $1.2 $1.2 $1.3

$1.3

$0.5 $0.4

$0.4 $0.4 $0.3

Source: PhoCusWright’s Global Online Travel Overview Third Edition

Europe Leads Globally

Online Penetration by Market, 2014

6

58%

42%

41%

39%

24%

20%

25%

15%

17%

19%

17%

56%

Study Objective

Understand business travelers both up in the air and on the ground:

Travel resources / purchase

decisions (personal & business)

Media usage

Other purchases

Methodology

8

Friendship groups with

business travelers in

Boston, Chicago,

London

• Range of ages,

seniority, lifestage,

international and

domestic travel

Data mining of

ADARA’s billions of

transactions over the

past six months:

• Business Travelers

• Ultra Business

Travelers

• Elite Business

Travelers

• Non-Business Travelers

Survey research:

• 1200 online adults

including travelers

and business

travelers

• December 2014

Secondary research:

Types of Travelers:

Non-Business All flights include a weekend

stay (except one)

Business 2+ flights without a Saturday

night stay

Ultra 10+ flights without a Saturday

night stay

Elite Premium airline fare or luxury

hotel stay

0

5

10

15

20

25

Sources: ADARA transactional data September 2014

Annual Business Trips

Business Elite Ultra

US EMEA

2.5% of travelers,

but 13% of trips

<1% of travelers,

but 9% of trips

Annual Business Trips Globally: US & EMEA

10


84%

97%

98%

100%

19%

25%

37%

48%

Non-Business

Business

Elite

Ultra

% of US Travelers Taking One or More International or Domestic Flight

Domestic International

Flying Both Domestically and Internationally

11

0

1

2

3

4

5

6

7

8

Lots of Searching Before Transacting

- US

Avg. flight searches Avg. hotel searches

“I probably start with an

aggregator to figure out

who goes non-stop, then I'll

go to the airline flight and

see if they have a

reasonable price for the

flight I want. If they don't

then I might search on a

couple of other aggregators

to see if they have a

better price.”

- Aram

Bio-Tech CEO, Boston

Ultra Business Elite

Non-

Business

12 Source: ADARA transactional data September 2014

(15) (10) (5) 0 5 10 15 20 25 30 35 40

Non-Business

Business

Elite

Ultra

Day 0 - Flight Booking

Providing Ample Time to Reach

These Audiences

Source: ADARA transactional data September 2014

Avg. travel planning timeline - US

Flight search to booking First hotel search Hotel booking Trip departure date

BOOKING PLANNING

13

Spending More at Hotels


Booking Distribution – Class of Hotel US

Non-Business Business Elite Ultra

0%

10%

20%

30%

40%

50%

Economy Midscale Upscale Luxury

14

Booking Platforms Move to Mobile

Sources: PhoCusWright US Online Traveler Overview, European Online Traveler Overview, Asia Pacific Online Travel Overview

Mobile bookings as share of online bookings

2013 2015

European travelers 18-34 who use mobile devices use apps

(vs. mobile browser) 45% of the time Fast Fact

0%

10%

20%

30%

US Europe APAC

15

+170%

+82% +67%

Mobile Apps Power Business

Travelers

COREY

“I find the apps really

useful for checking in

and moving my

boarding pass to

Passbook and it helps

me skate the line.”

“I was in the US

during a hurricane,

and used Flight

Tracker to figure out

the best way to get re-

routed home.”

LAURA

“I have one whole

folder for

International travel,

one for European

and one for UK”

MORRIS

Business Travelers Take More

Personal Flights - US

Sources: ADARA transactional data September 2014; PhocusWright’s Consumer Travel Report 2013

Annual business trips Annual personal trips

8 11

23

3

3

7

12

0

10

20

30

40

Non-Business Business Elite Ultra

On average American households spend $3K annually

on personal travel Fast Fact

17

They Maximize Their

Personal Travel

Personal Trips Taken in the Past Year

Phoenix

Lake Geneva

Seth

Hawaii

• Family vacation, Phoenix

• Couples getaway, Maui and Kauai

• Driving trip to Lake Geneva

Laurie

Tuscany South

Africa

• Planned wedding with 80 guests in

Tuscany (3 “pre-planning” trips)

• Using miles to honeymoon in South

Africa

Myanmar Verbier

Richard

Vail

• One exotic annual trip with wife;

Myanmar this year

• Got Epic ski pass and took

advantage in US and EU

18

Study Objective




Media usage

Other purchases

Business Travelers Spend 1/3 More

Time Online

Source: GfK’s MultiMedia Mentor™ Fall 2013 release

20% less time with television

10% 14%

19%

25%

7%

7%

2%

3%

2%

3% 15%

12%

36% 26%

9% 10%

0%

50%

100%

P18-64 Business travelers 18-64

Other TV

LiveTV

Radio

Newspapers

Magazines

Videogames

Online (PC/Laptop)

Mobile online39% online

20

43%

8% 3% 2% 1% 1% 2% 1%

Facebook Twitter Instagram Pinterest Tumblr Snapchat Reddit Vine

Base: Travelers: N=500, Business Travelers: N=696, Non-Travelers N=250

Q1a Which of the following devices do you currently own?

Which social media do you often use?

Non-

Travelers

Business

Travelers

Travelers

Travelers are Heavy Social Media

Users

21

62%

33%

25%

21% 18% 18%

16% 15%

67%

42%

32%

26% 24% 24%

20% 20%


Q25 Now thinking about managing your money, how often do you do each of the following?

Pay Monthly Subscription Fee

Pandora One

Spotify

HuluPlus

Amazon Prime

Netflix

22%

9%

3%

1%

1%

42%

27%

17%

12%

11%

48%

31%

21%

16%

15%

Business Travelers

Travelers

Non-Travelers

Travelers are More Likely to Pay for

Media Subscriptions

22

Business Travelers Media Shift

Want news and entertainment on their own terms

23

Matt

“I read the New York Times

obsessively, but dot com. I get a lot of

news, particularly business and

industry news through Twitter.

Lifestyle news actually comes through

Facebook more than any other

source.”

Emily

“I’m an abnormal person for my age. I

don’t watch a lot of TV… all the TV I

do watch is on Netflix.”

Morris

“I use Flipboard on my smartphone –

it’s a collation of all news that’s going

on everywhere that I set up.”

“Pocket is absolutely fantastic. You

see an article and you just say ‘wait I

don’t have time to read it’, save it and

then download it later.”

Study Objective




Media usage

Other purchases

2x as likely to be frequent online

shoppers (over 3x for elite and

Ultra)

3.5x as likely to have spent

$1,000+ online in the past 6

months

“I usually shop online because I

don’t have time to go shopping.

In the past week I bought Cole

Haan shoes and $250 of school

supplies.”

- Julie, Chicago

Sources: ADARA transactional data and BlueKai September 2014; comScore Plan Metrix August 2014

Retail

25

3 in 4 business travelers do more

than half of their shopping online

Base: Total/Shop Online and Own Smartphone/Shop Online and Own Tablet: Travelers: N=500/349/273, Business Travelers: N=696/603/483, Non-Travelers N=250/102/67

Q2/Q3a/b: Now thinking about your shopping habits, which of the following best describes how much of your overall shopping is done online? /And when you do shop online,

do you ever make purchases using your mobile phone, either through the web browser or through apps? /And when you do shop online, do you ever make purchases using

your Tablet, either through the web browser or through apps?

Amount of Shopping Done Online

8%

16%

31%

13%

23%

26%

26%

27%

17%

20%

14%

7% 32%

18%

10%

Business Travelers Travelers Non-Travelers

Nearly all

More than half

About half

Less than half

Very little

None at all

78%

do half or

more of

their

shopping

online

59% do

half or

more of

their

shopping

online

34% do

half or

more of

their

shopping

online

85% of Business Travelers

66% of Travelers

33% of Non-Travelers


71% of Travelers


Use Smartphone to Shop

Use Tablet to Shop

1% 2% 9%

26

Base: Shop Online: Travelers: N=492, Business Travelers: N=691, Non-Travelers N=228

Q4 What types of items do you normally purchase online?

5%

10%

7%

35%

17%

20%

25%

51%

25%

33%

37%

62%

Business Travelers

Travelers

Non-Travelers

Electronics

Sporting or outdoor equipment

Luxury items

Furniture

What types of items do you normally purchase online?

Purchasing considered

purchases online

27

Base: Shop Online: Travelers: N=492, Business Travelers: N=691, Non-Travelers N=228

Q4 What types of items do you normally purchase online?

10%

25%

23%

32%

31%

37%

50%

24%

32%

32%

42%

43%

49%

61%

29%

38%

44%

45%

53%

59%

62%

Business Travelers

Travelers

Non-Travelers

Clothing and accessories

Movies, Music, or Video

games

Shoes

Home goods

Toys

Personal care items

Food

What types of items do you normally purchase online?

As well as every day items

28

High-end retailer gains 10.5x

ROI, lifts benchmark CTR

by 90%

Retail Case Study

• Deliver online product sales with

significant ROI

• Drive traffic to the brand website

• Increase brand awareness and

consideration

OBJECTIVES

• Target: elite audience, luxury

seekers with high HH income

o Elite loyal status travelers

o “Front of cabin” first and business class travelers

o Retargeting for brand site visitors

• Display & brand safe Premium

Onsite Placements on travel

partner sites

CAMPAIGN STRATEGY

• Delivered 10.5x ROI through

advanced optimization,

substantially surpassing ROI goal

• Exceeded campaign CTR goal

by 90%

RESULTS

2x as likely to be tech purchase

intenders (over 3x for elite and

ultra)

40% self identify as early tech

adopters (154 index)


Technology

“We have two iMacs, two iPads

and a Macbook Air for traveling.

We have two iPhone 5s and our

11 year old has my old iPhone

4….We have an AppleTV,

Airplay and 2 Nests in our

house.”

- Matt, New York

44%

62%

28%

66%

22%

10% 9% 12%

Smartphone LaptopComputer

Tablet (suchas iPad,

Galaxy, etc.)

DesktopComputer

Videogameconsole

SmartTV TV streamingdevice

E-reader


Q1a Which of the following devices do you currently own?

Which of the following devices do you currently own?

Non-

Travelers

Business

Travelers

Travelers

87%

71%

84%

78%

69%

55%

68%

67%

55%

38% 35%

23%

34%

22%

31%

29%

Travelers are early tech adopters

31


Q1b And thinking about each of the following devices, what best describes your likelihood to purchase them in the future?

20%

9%

18%

14% 12%

7% 7%

3%

26%

12%

28%

22%

19%

9%

18%

7%

Already Own

Buy Next

6 Months

Business

Travelers

Travelers Business

Travelers

Travelers Business

Travelers

Travelers Business

Travelers

Travelers

Watch /

smart device

Wearable

device

Home Automation

System

Nest

And interested in wearables/home

automation

32

High-end consumer electronics

brand beats engagement goal

by 250%, enhances online

sales performance

Consumer Electronics

Case Study

• Drive increased product

awareness and impactful

audience engagement

• Deliver online product sales

from incremental brand website

traffic

OBJECTIVES

• Target: frequent fliers with higher

than average HH income

o Elite loyalty status, frequent

traveler, first/business class of

service

o Retargeting for brand site

visitors

• Display, pre-roll video, brand safe

Premium Onsite Placements on

travel partner sites

CAMPAIGN STRATEGY

• Exceeded campaign engagement

goal by 250% with a high 0.40%

CTR

• Top 3 performer for online

sales, ongoing campaign

renewals – client since 2012

RESULTS

34

2.4x as likely to have an AmEx

card(4.5x among Business elite and

ultra)

2x as likely to own a premium credit

card (3x among Business elite and

ultra)

4x as likely to have portfolio $250K+


Financial Services

“I have the HSBC Premier

MasterCard for business which

gives me miles on British Air.

You also get better insurance for

when you travel.”

- Deborah, London


Q23/Q24 Which of the following would you consider to be your primary bank? / Do you plan on switching your primary bank in the near future

(i.e., in the next year)?

Likely to Switch Banks

in the Next Year


20% of Travelers



15% of Travelers



14% of Travelers

9% of Non-Travelers

Primary Bank

30%

14%

3%

Business Travelers

Travelers

Non-Travelers

Travelers are more open to

switching banks

35


Q25 Now thinking about managing your money, how often do you do each of the following?

Online Banking

Use my computer for online

banking

Use online programs or apps to

transfer funds to another person

Use my smartphone or tablet

for online banking

Use mobile payment tools

Use online budgeting programs

or apps

9%

31%

21%

38%

76%

36%

56%

53%

62%

89%

67%

79%

81%

82%

95%

Business Travelers

Travelers

Non-Travelers

Travelers are more likely to use

online and mobile banking tools

36


Q26 Thinking of the credit cards below, which of the following do you currently have and use for personal expenses? And which of the following ones

do you use for business expenses?

Average Number of

Personal Cards

Average Number of

Business Cards

2.1 2.0

1.2

BusinessTravelers

Travelers Non-Travelers

1.0

0.5 0.1

BusinessTravelers


Travelers more likely to have

business and personal credit cards

37


Q26 Thinking of the credit cards below, which of the following do you currently have and use for personal expenses? And which of the following ones do

you use for business expenses?

Personal Cards

17%

12%

36%

52%

31%

42%

55%

68%

32%

51%

57%

66%

Visa

MasterCard

American

Express

Discover

Business Cards

1%

2%

4%

5%

9%

12%

11%

19%

21%

25%

25%

34%

BusinessTravelers

Travelers

Non-Travelers

Travelers more likely to have

business and personal credit cards

38

Base: Have Personal/Business Card(s): Travelers: N=441/166, Business Travelers: N=653/493, Non-Travelers N=169* Note base size too small to show

Q28 Would you classify any of your cards as a premium card (i.e., offers extra benefits and/or rewards and often comes with a higher annual fee)?

Own Premium Credit Card

*

56%

40%

16%


Travelers are twice as likely to have

a premium card

39

Base: Have Personal/Business Card(s): Travelers: N=441/166, Business Travelers: N=653/493, Non-Travelers N=169* Note base size too small to show

Q27 And what type of cards are they?

Personal Cards

6%

4%

8%

20%

41%

54%

20%

29%

25%

32%

48%

63%

28%

36%

39%

40%

46%

62%

Cash Back card

Points card

Store-specific card that only

provides rewards for that

location

Travel card

Airline-branded card

Hotel branded card

Business Cards

23%

23%

25%

21%

30%

45%

28%

31%

30%

21%

35%

39%

Business Travelers

Travelers

Non-Travelers

*

*

*

*

*

*

They are also more likely to have cash

back cards or travel related cards

40

Base: Have Credit Cards: Travelers: N=444, Business Travelers: N=660, Non-Travelers N=172

Q30 Now thinking about when you are going to use a credit card for a purchase, how big of a factor is the rewards of your cards (whether be points,

miles, cashback etc.) in deciding which one to use?

Now thinking about when you are going to use a credit card for a purchase,

how big of a factor is the rewards of your cards in deciding which one to use?

7% 13%

30% 13%

17%

27% 40%

39%

21%

39% 31%

22%


It's the biggest factor indeciding which card to use

It's one of the main factors

It's one of the factors, but not amain one

It's not a factor at all

79%

say it’s

a main

factor

70%

say it’s

a main

factor

43%

say

it’s a

main

factor

And place more importance on

these rewards

41

Base: Travelers: N=500, Business Travelers: N=696, Non-Travelers N=250 Q31/Q32 Thinking about the following types of insurance, which companies do you hold each policy with? / Do you plan on switching your insurance provider in the near future (i.e., in the next year)?

Allstate and Geico most popular

insurance brands among travelers

6%

4%

2%

5%

2%

4%

0

3%

9%

21%

10%

8%

5% 6% 6% 6%

10%

7%

5%

9%

15%

19% 18%

21%

6% 7% 7%

8% 8%

11% 12%

19% 19% 19%

25%

32%

Non-Travelers

Overall Travelers

Business Travelers

Currently Have at Least one

Policy With Insurance Firm

42

Base: Total/Has Home Insurance: Travelers: N=500/409, Business Travelers: N=696/606, Non-Travelers N=250/162

Q31/Q32 Thinking about the following types of insurance, which companies do you hold each policy with? / Do you plan on switching your insurance

provider in the near future (i.e., in the next year)?


17% of Travelers

6% of Non-Travelers


14% of Travelers


30%

14%

1%

Business Travelers

Travelers

Non-Travelers

87%

82%

75%

BusinessTravelers


Likely to Switch Home

Insurance in Near Future Currently Have Home Insurance

1 in 3 business travelers are likely to

switch their home insurance

43

17%

9%

1%

Business Travelers

Travelers

Non-Travelers17% of Business Travelers

15% of Travelers

7% of Non-Travelers


15% of Travelers


Likely to Switch Auto

Insurance in Near Future Currently Have Auto Insurance

95% 93%

79%

BusinessTravelers


18% of Business

Travelers

17% of Travelers

9% of Non-Travelers

Base: Total/Has Auto Insurance: Travelers: N=500./467, Business Travelers: N=696/660, Non-Travelers N=250/198



Travelers are more likely to have

auto insurance

44

Likely to Switch Life

Insurance in Near Future Currently Have Life Insurance

20%

11%

0%

Business Travelers

Travelers

Non-Travelers

77%

61%

41%

BusinessTravelers



12% of Travelers

7% of Non-Travelers

Base: Total/Has Life Insurance: Travelers: N=500/303, Business Travelers: N=696/537, Non-Travelers N=250/103



3 in 4 business travelers have life

insurance – almost twice non-travelers

45

National financial services

company outperforms high-value

consumer engagement goals

Financial Services

Case Study

• Build impactful audience

engagement that results in

locating a financial advisor

• Drive traffic to brand website

• Promote increased brand

awareness and understanding

OBJECTIVES

• Target: high net worth individuals

o Frequent first/business class

fliers and luxury hotel guests

o Elite status & international

travelers

o Verified real-time in-market

travelers

• Display, video, mobile web, brand

safe Premium Onsite Placements

CAMPAIGN STRATEGY

• Top performer delivering

engaged high-value prospects,

resulting in campaign expansion

• Exceeded campaign engagement

goals by 25%

RESULTS

47

2x as likely to be in the

market for new smartphone

(over 3x for elite and ultra)

2x as likely to be high

revenue wireless customers

(over 3.5x for elite and

ultra)


Telecommunications

“I used to be with T-Mobile. EE

had a great deal; when I travel I

can make calls everywhere in

Europe and it doesn’t cost extra.

I also have a 20Gb data plan.”

- Deborah, London


Q19/Q20 Who is your current provider for your personal mobile phone? / Do you plan on switching providers in the near future (i.e., in the next year)?

Current Mobile Phone Provider

42%

9% 15%

26%

7%

Business

Travelers

33%

8%

13%

33%

13%

AT&T Sprint

T-Mobile Verizon Wireless

Other

Travelers

20%

6%

10%

24%

40% Non-

Travelers

Likely to Switch Providers in Near Future

40% 20% 5%

Travelers are in the market for

new mobile phone providers

48


Q21/Q22 What type of plan do you have for your mobile phone? / What type of features do you currently have on your plan?

Current Mobile Phone Plan Type

Domestic minutes

Domestic unlimited data

Minutes that you can use domestically

to call international numbers

International minutes

International text messages

International data

61%

51%

20%

15%

12%

7%

69%

41%

13%

7%

6%

3%

72%

25%

6%

2%

1%

1%


A shared family plan 52% 46% 36%

An individual plan 41% 48% 53%

Travelers have family plans and

more options on their plans

49

• Text

• Text

OBJECTIVES

• Text

o Text

• Text

CAMPAIGN STRATEGY

• Text

• Text

RESULTS

Major US wireless carrier

exceeds engagement goal by

40%, with a global data

package promotion

Telecommunications

Case Study

• Promote awareness and drive

purchases of the US wireless

carrier global data package

• Achieve high engagement rate

to drive traffic to the carrier

website, boosting global service

package sales

OBJECTIVES

• Target: high HHI individuals in the

US traveling internationally

o Elite “front of cabin”

international travelers

o Frequent international

travelers

• Display, Premium Onsite

Placements including hotel, airline

and GDS partner websites

CAMPAIGN STRATEGY

• Topped the campaign

engagement goal by 40%

• Client and consistent

campaign renewer since 2012

RESULTS

51

2x as likely to have recently

purchased an auto (over 3.5x for

elite and ultra)

2x as likely to own a luxury

vehicle (over 3.5x for elite and

ultra)

5x more likely to own a car over

$35K

2x as likely to own a hybrid

vehicle (over 3x for elite and

ultra)


Auto

“The thing that I'm attracted to

about the Tesla is it is the first

really good looking, completely

electronic car that actually has

range to it. That's an advance

that I admire. It's also a hell of a

car. We took a test drive. It's a

rocket ship as well. It's

luxurious. It's spacious. ”

- Matt, New York

Base: Total/Own or Lease Car: Travelers: N=500/459, Business Travelers: N=696/657, Non-Travelers N=250/200

Q12/Q13/Q14 Do you currently own or lease a car/truck? / What type of vehicle(s) do you currently own? / Which of the following type(s) are they?

More likely to own sports

cars/sedans and electric/hybrid

vehicles

52

Business

Travelers Travelers

Non-

Travelers

Sedan 54% 49% 53%

SUV 26% 26% 21%

Sports Car/Coupe 21% 16% 10%

Luxury sedan 16% 10% 2%

Pickup Truck 11% 14% 19%

Minivan 11% 7% 11%

Convertible 11% 6% 3%

Cross-over 9% 7% 4%

Wagon 7% 5% 3%

Average Number

of Cars Owned 1.7 1.4 1.3

Business

Travelers Travelers

Non-

Travelers

Electric 11% 5% 0%

Hybrid 15% 8% 1%

Diesel 9% 4% 2%

Base: Total/Will Purchase or Lease Car: Travelers: N=500/398, Business Travelers: N=696/642, Non-Travelers N=250/17

Q15/Q18 Are you planning on purchasing or leasing a new vehicle in the future? How soon do plan to purchase or lease it? / Which of the following types

of vehicles are you considering purchasing or leasing?

Future Vehicle Purchase/Lease

5%

15%

43%

12%

24%

24%

18%

17%

8%

26%

20%

7%

36%

19%

3%


Next 6 months

Next 7-12 months

Next 1-2 years

More than 2 years

Don't plan on it

I don't know

62% say

in the

next year

39% say

in the

next year

10% say

in the

next year

1 in 5 business traveler plans

to buy an electric vehicle

1 in 3 traveler plans to buy

a hybrid vehicle

2% 6% 14%

2 in 3 business travelers plan to

purchase a car in the next year

53

• Text

• Text

OBJECTIVES

• Text

o Text

• Text

CAMPAIGN STRATEGY

• Text

• Text

RESULTS

Major American luxury auto

brand tops engagement goal

by 300%

Luxury Automobile

Case Study

• Deliver audience engagement

that drives qualified brand

website traffic, online vehicle

configurations, and other lower

funnel activities

• Improve brand opinion and

consideration

OBJECTIVES

• Target: wealthy, luxury-seeking

consumers with active lifestyle

o Elite loyalty status travelers

o Frequent first/business class

fliers and luxury hotel guests

• Display, pre-roll video, brand safe

Premium Onsite Placements on

travel partner sites

CAMPAIGN STRATEGY

• Surpassed campaign

engagement benchmark

by 300%

• Post-renewal, optimized campaign

to lift CTR 2.3x

RESULTS

55

2x as likely to be jewelry

purchasers (over 3.4x for elite

and Ultra)

2x as likely to have consumed

wine (or champagne) in the past

30 days

2x as likely to shop at luxury

retailers (over 3x for elite and

Ultra)


Luxury

“I bought my wife’s engagement

ring from 77 Diamonds, an

online diamond retailer . I also

bought her a few gifts at

Tiffany.”

- Tim, London

• Business Travel is a $1.1 trillion business globally

• Online bookings have grown 47% in 5 years

• Business Travelers represent 1 in 3 total trips

• On average they take 11 trips annually

• From first search to take-off is 25 days

• Business Travelers spend more time with digital media

• They are researching and purchasing online across all

product categories

• And have higher spending power than non-business travelers

Key Insights

56

Documents

Up In The Air3rxg9qea18zhtl6s2u8jammft-wpengine.netdna-ssl.com/... · Booking Platforms Move to Mobile Sources: PhoCusWright US Online Traveler Overview, European Online Traveler