LEVERAGING BUSINESS TRAVEL PRESS FOR TRIPIT

Emily FangPR Intern

Summer 2016

Project Scope

1

What I Looked At

Findings

Trending Terms

Brands receive strong coverage for innovation, thought leadership, staying up-to-date, and maintaining strong relations

● Business travel and lifestyle consumer publications dated from December 2015 to present

● Sources from Google News, Bing News, Yahoo News

On-demand options reshape travel experiences● Creates a cohesive experience at all phases● Personalizing trips according to preference● Apps create on-demand options on other

platforms

Terms frequently used by the press● Bleisure, traveler burnout, bizcations, jetsetter,

roadwarrior, suitcase entrepreneur, travel leaders, travel productivity

Research the environment, and brands that have received strong business traveler press to gain insights around how TripIt can attract more business travel focused media coverage.

Trending Coverage Topics

2

Traveler Safety

Platform Integrations

Best Apps for Travelers

Mainstream outlets cover apps that ease stress while traveling

-Apps that are on-demand and convenient -Being time efficient as a business traveler is important

-Helps customize and simplify travel plans

Traveler safety is being discussed in multiple channels

-Safety notifications, GPS tracking, sharing whereabouts

-Certain tech companies implemented safety features into apps

Ex. Facebook, Companion, Sabre

Travel apps are integrating into social messaging platforms

-Targeting users in the environment that they frequent

-Users receive quicker information

-Hyatt, Booking.com, Lola, Uber, Lyft, and Kayak integrated with Facebook Messenger

Lists of recommended apps are frequently published

-Peaks during seasonal cycle

-Written by credible journalists, influencers, travel experts

Easing Travel Stress

Apps Receiving Strong Business

Traveler Coverage

3

● New Facebook and Slack bot

○ SkyScanner, HipMunk, Expedia also created Facebook bot

● Thought leaders from Kayak contributed to conversation

Key Coverage Driver: Bots

● Constantly coming out with dashboards, functions, partnerships, and programs

○ Uber for Business○ UberCentral

Key Coverage Driver: Expansion ● Rolled out new mobile duty of

care solution for travel risk management

● Monitors itinerary, check-ins, real-time events, provides GPS location

Key Coverage Driver: traveler safety

HOPPER

KAYAK

UBER SAFEPOINT

● Gained popularity through recognition

● Claims hockey stick growth ● Sold tickets in 130 countries this

year ● Revolutionized way people book

tickets

Key Coverage Driver: won best travel app

Recommendations

4

Focus on Millennials● Educate fastest-growing generations of

business travelers about TripIt ● Create strong relations with millennial

influencers● Target websites they find content on

Continue to Foster Relationships● Expand the media list for potential coverage

opportunities● Continue to create and strengthen relations

with travel influencers, journalists, and writers

Rapidly Innovate to Stay on the Radar● Media loves innovation and forward-thinking

● Example: Uber made 8 announcements all within past

2 months○ New partnerships and programs

Develop Commentary● Staying safe while traveling● Managing stress and time while traveling for business● How TripIt is contributing to innovation

Continue to Position TripIt as a Must-Use App

● Appeal to business travelers by continuing to push meaningful and relatable content to readers

THANK YOU !