Thousands of high-quality leads
Real Estate
Reach
A global coworking provider could not reach business decision-makers outside saturated Google Search and LinkedIn. Navigator identified them by travel behaviour — business class, 5-star hotels, key business routes.
The Challenge
A global office space provider operating in EMEA struggled to reach business decision-makers outside of saturated channels like Google Search and LinkedIn.
They knew these decision-makers travelled frequently for business, representing a potentially lucrative audience segment, but had no way to reach them at scale through their existing marketing channels.
The traditional B2B marketing channels they relied on — Google Search and LinkedIn — had become increasingly expensive and competitive. Every office space provider, coworking company, and commercial real estate firm was bidding on the same keywords and targeting the same professional audiences. This saturation was driving up costs while making it harder to stand out with differentiated messaging.
They also recognised that business travellers represent a particularly valuable audience segment. People who fly business or first class, stay in premium hotels, and travel frequently for work are their potential customers.
The Strategy
Navigator targeted business and first-class passengers, solo travellers booking 5-star hotels, and passengers on key business routes across EMEA.
This sophisticated targeting identified millions of business travellers who were highly likely to be decision-makers within their organisations, based on demonstrated spending behaviour rather than self-reported job titles or LinkedIn profiles.
The campaign reached this valuable audience across multiple touch points throughout their business travel journeys.
By engaging decision-makers while they were traveling for business — when they're naturally thinking about business growth, expansion, meeting clients in different cities, and operational logistics — the messaging landed at psychologically optimal moments.
The targeting strategy was particularly effective because it identified decision-makers through actual behaviour rather than demographic proxies.
A person flying business class and staying in 5-star hotels has proven their seniority and decision-making authority through their company's investment in their travel comfort. Similarly, frequent travellers on key business routes between major commercial centers Hong represent exactly the type of executives who make decisions.
The Results
Leads
Thousands of new qualified leads generated.
CPL
Comparable cost per lead to existing channels (Google Search, LinkedIn).
10%
Higher conversion rate than typical leads, demonstrating superior audience quality.
Access
Access to decision-makers outside of saturated B2B marketing channels.
The Conclusions
Incremental leads can be generated by going outside of traditional marketing channels. Navigator proves that business decision-makers can be effectively reached through their travel behaviour rather than just through saturated B2B channels. The higher conversion rate of these leads demonstrates that reaching decision-makers in a travel mindset — when they're thinking about growth, expansion, and new locations — creates more qualified leads.
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