CASE STUDY

LinkedIn achieves 84%
satisfaction scorewith Traveler Engagement™
strategy
The 8,000+ LinkedIn travelers arehappier overall, more productive &better connected before, during andafter their trips
HIGHLIGHTS

Client profile
Business Focus: Business andemployment-oriented social networking
service that operates via websites andmobile apps

With Advito’s help, LinkedIn’s travel program has achieved
increased employee engagement in the following ways:+ 	 LinkedIn travelers are increasingly happier overall,more productive and better connected before,
during and after their trips.
+ 	 The accumulative, year-over-year satisfaction
rating of LinkedIn’s US travelers has grown to 84%,
an increase of 20-percentage-point increase in twoyears.
+ 	 The accumulative, year-over-year unsatisfied ratingof LinkedIn’s US travelers has dropped to less than
4%, down from 13% in 2015.

Number of traveling employees LinkedIn
serves: 8,000+ employees from 18
different countries
Annual travel spend for air/hotel/car:
About $41 million
Length of Advito’s Traveler Engagement
services: 3.5 years

CHALLENGES
In 2015, LinkedIn as a company was growing exponentially. They wanted to modernize their travel program to address
the following issues:+	Communications from their travel team needed to be refreshed with the changing landscape of their globalworkforce.
+	The travel program was sporadic and inconsistent from region-to-region. It also lacked the tools necessary tosupport a coordinated campaign that could drive messaging across the company’s various channels. As a result, it
was difficult to affect any type of traveler behavior change.
+	Travelers were simply unaware of the travel program and its policies. LinkedIn needed to educate their employeeson the benefits for not only travelers, but also for the company, when making in-policy travel decisions.
+	The small number of dedicated travel team members had limited bandwidth. They focused on responding to day-today travel requests and not on developing an overall global travel communications strategy.

CASE STUDYSOLUTION

Advito designed a customized Traveler Engagement™ strategy to refresh and refine LinkedIn’s travel
program to:+	Bridge the gap between the travel team, travelers and preferred suppliers. An integrated communications roadmap
was developed to achieve better program performance and procure the best travel deals.
+	Align their culture and corporate goals to deliver messaging that would be targeted, engaging, collaborative andconsistent. Messaging was developed to resonate with travelers to create a shared sense of purpose, provide clear
expectations on policy adherence and encourage them to make the best travel choices when on the road.
+	Help with the adoption of new and emerging tools to improve the traveler experience. This included building social
communities and a mobile solution. Communications on these tools incorporated engaging visuals that travelers
would respond to and trust.
+	Implement an annual satisfaction survey to measure program effectiveness. The results provided visibility on therelevance of traveler communications.

Accumulative YOY traveler satisfaction results
YOY the satisfaction trend continues to increase in the 4 and 5 ratings. In general, the overall satisfaction of LinkedIn travelers
across the board is increasing in a positive trend.
2017
5 Very satisfied
4 Satisfied

12%

3 Indifferent
2 Unsatisfied

3% 1%

2016

15%

84%

Satisfied orvery satisfied

1 Very unsatisfied

10%

24%2%

2015

23%

72%

Satisfied orvery satisfied

60%

11%

15%

2% 9%

64%

Satisfied orvery satisfied

57%

55%

*2018 US-based traveler satisfaction survey results.

RESULTS
Since working with Advito’s Traveler Engagement practice, LinkedIn has:+	Created a highly recognizable and visual travel brand called Travelin. Travelin leverages mobile, digital, virtual andsocial media to boost trust, loyalty, advocacy, awareness and satisfaction through consistent messaging to travelers
at critical moments before, during and after their trip.
+	Inspired their employees by forming multiple social communities on its inSider platform, which targets different typesof traveler groups within LinkedIn. These social communities include tribes and personas that reflect the service ortier of service available through BCD Travel.
+	Increased satisfaction, in terms of ease of use, by 13% with Travelin’s online booking tool Bookin, which shares
strategic messages throughout the booking process. Specifically, a majority of LinkedIn travelers are satisfied orvery satisfied with Bookin’s overall tool experience, ability to identify preferred suppliers, choice of suppliers, ease of
updating traveler profiles and available rates.
Advito is breaking boundaries in corporate travel. With a powerful, intelligence-driven framework that dynamically manages
supplier spend and traveler behavior, travel programs can continuously run in balance and at peak performance, keeping
the needs of all stakeholders met. With smart analytics, unique supplier strategies and integrated traveler engagement, we’llelevate your program to reach new levels of savings and satisfaction. Contact us today at advice@advito.com, or for more
information visit www.advito.com.