Travel Companies: Leverage LinkedIn to Find Loyal Customers
September 12, 2014
LinkedIn members are going places. Over 300 million professionals use the platform to grow in their career, share advice with their trusted network, and find insightful content.
They’re also on the move, literally. According to MRI’s Survey of the American Consumer, LinkedIn users, 18-44 years of age, are over twice as likely to join flight and hotel reward programs compared to users of other social networks. They’re also twice as likely to travel internationally and are more likely to show loyalty toward travel-related brands – making LinkedIn members a prime audience for travel companies.
Here are 3 ways travel companies can connect with their audiences on the world’s largest professional platform:
1. Fuel ambitions
When LinkedIn members experience professional success, they reward themselves -- and 76% have vacations on their mind. Travel companies can connect with professional consumers by creating content that aligns with their aspirational mindset.
Delta Air Lines’ “Innovation Class” campaign connects with aspiring professionals by offering LinkedIn members a seat next to an industry expert, for a once-in-a-lifetime “mentoring program at 35,000 feet.”
2. Help members stay “in the know”
Of the top 10 most influential brands on LinkedIn, half are publishers. Members want to read business publications on LinkedIn to learn the latest news and trends.
Travel companies can build their LinkedIn following by publishing relevant business news and trends. Brands with active Company Pages and Showcase Pages are building professional communities by sharing relevant content and are using tools like Direct Sponsored Content to grow the community by promoting the right messages, to the right audience, at the right time.
3. Bring customized travel right to their news feed
Over half the LinkedIn audience is looking for news, information, and innovations from consumer brands. For travel companies, promotions and special offers are a particular area of interest. Travel companies can tailor their offers not only to the location of their customers, but also to their profession, income level, and interests.
For example, content marketers can tie messaging to industry events with helpful insights on location-based travel and entertainment.
LinkedIn offers travel companies a platform to connect with an audience full of ambitious professionals with higher buying power than most key social sites. By creating and sharing content that aligns with professionals’ aspirations, travel companies can use LinkedIn Marketing Solutions to develop relationships with professionals looking to reward themselves.
To discover why the professional mindset on LinkedIn provides a unique opportunity for consumer marketers, read LinkedIn’s eBook, Connecting Consumers to Brands on LinkedIn.