February 04, 2016

Part 1 of IAB FYI Series #2: Travel

Getting to know tomorrow’s travellers, today

We held our latest IAB FYI series in Twitter APAC’s new digs at CapitaGreen in Singapore. The hall was filled with the industry’s top digital marketing leaders keen to discuss and learn about how to get ahead in Asia’s booming travel industry.

Stewart Hunter, Regional Sales Director from travel marketing platform Sojern, kicked things off with news of big shifts in Asia travel.

Global traveller numbers are growing, with jet setters from China, Indonesia and India leading the boost.

The most researched destinations outbound in Q3 2015 are:

  • Tokyo
  • Hong Kong
  • Bangkok
  • Singapore
  • Bali

APAC will continue as a key business traveller market, even with more low cost carrier capacity.

How can I take advantage of traveler behaviour?


Part 1: Technology is changing the trip planning experience

“Better book now before the price goes up.”

With constantly fluctuating prices, the modern trip planner is always on the pulse for a good deal. The increase of information online, paired with more devices, encourages people to make quicker decisions.

The way a traveller experiences a place has evolved. We need to find new ways to engage with them in the moment.

So, where are Asia’s travellers going?

End-of-year holiday travel predictions APAC:


Lunar New Year:  Highlights of the world’s biggest human migration for 2016:

  • Almost two thirds of booked travel over Chinese New Year are for trips of 4-10 days
  • Seven per cent of Chinese New Year bookings have already taken place by end of September
  • 17 per cent of CNY search intent had also already taken place

How can I take advantage of this behaviour?

Understand when someone becomes your target traveller. Data will enable you to identify which travellers you would like to talk to, helping you reach them at these points of intent:

  • Dream and discover
  • Plan and compare
  • Book
  • Travel
  • Return and share

Part 2: Business travellers. Who are they and what matters to them?

Peter Hubert, Head of Insights at LinkedIn, dropped some knowledge on today’s business travellers and how they’re consuming content. Currently, business travellers are working in finance, higher education, retail, software and IT solutions.

Hubert also revealed the top three positions for business travellers are in sales, operations, and support. Nearly one per cent of business travellers on LinkedIn work for IBM, but surprisingly the second most popular category of work is in freelance.

Want to get a business traveller’s attention on LinkedIn? Here’s what they’re reading:


Is the Millennial business traveller different from other business travelers?


  • Their average daily engagement per member on sharing economy related content is 1.6 times more than other business travellers.
  • Millenial business travellers have five per cent more international connections in their networks.
  • They also use LinkedIn messaging 25 per cent more than other business travellers

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