Ten Things Everyone Should Know About Travel Affiliate Marketing

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Top 10 Tips in Travel Affiliate Marketing

1.

The travel sector is so competitive with loads of resellers vying for the same highly considered purchases so branding is key. Consumers need to trust the brand and clearly understand the advantages of booking with that company over another. This is where publisher s can work wonders. Strong relationships with key publisher s can add even more legitimacy to a travel company, speed up word of mouth and greatly increase reach. Making noise in the right places through publisher s can strengthen your long term positioning in a cost effective way.


2.

A lot of areas within the travel sector see low conversion but high booking values leaving your publisher partners relying on fewer but larger commission payments. Because of this it’s important to keep on top of processing these commissions. Publishers will really appreciate timely payment and transparency on how you check and approve commissions – also allowing them to reinvest in promoting you.


3.

Customers often know they want to book a holiday, flight or hotel a relatively long time before they actually want to travel. There is a wide window to catch their attention and make them think that now is the time to go for it. Promotions with publisher s incentivising traffic can really help tip them into buying when you want them to. Using increased commission and discounts that are passed to the consumer tactically can help reinforce or counteract seasonality depending on your brand’s business aims.


4.

Price comparison publisher s in travel tend to be specialists who really know their technology and their sector. Get to know them well and offer them the tools they need to feature you prominently. Offering direct access to your product feed can eliminate issues with rapid price changes and allow the best meta-search publisher s to include the details that matter.


5.

Check the search engine results for generic phrases relating to your market or offering and contact sites listed on the first page to work on your programme. For example, if you offer weekend breaks in country cottages Google ‘country cottages weekend breaks’ to reveal high-traffic, high quality potential publisher s specific to your niche or a particular product you offer. Your publisher network may already work with these publisher s or be able to help recruit them to your programme.


6.

Many publisher incentives that are run in other sectors with the aim of boosting sales are ignored because the publisher considers the prize on offer to be relatively unattractive. Cash prizes of a couple of hundred pounds, or free iPads, are ubiquitous as incentive prizes, and for larger publisher s capable of driving enough volume to win such incentives they do not greatly encourage them to go above and beyond what they are doing already. Offering a holiday as a prize however is far more attractive, and as it is something advertisers in other sectors cannot easily provide will help give you the edge when negotiating features or coverage on larger sites.


7.

Travel has one of the highest amounts of consumer research before purchasing; publisher s therefore need to incorporate as much information as possible in order to keep the consumer on their site. Publishers need to become online travel agents and not merely brochure websites. This means they should utilize technology in order to provide the consumer with as much information as possible including product datafeeds, API’s, Search Creative and widgets.


8.

Ensure that your recruitment efforts are not only focused on a national and/or international basis but also on a regional level. When looking for the best sites to get your brand featured on, look at all levels of destination specific sites. Highly targeted traffic can be sourced from regional content sites. It is therefore vital to provide information to your publisher s on a local level, including the top hot spots, packages, flights, hotels etc. to provide the customer with all the information they need to complete their purchase.


9.

Despite the high booking values, margin can be really low in travel, which means getting smart with commission structures and resources. Some travel advertisers simply cannot afford to offer high CPAs with no room for maneuver in order to be highly competitive. Try to be competitive on an adhoc basis by utilizing incentivized traffic during slow periods. If you are unable to operate in this manner, you need to use your conversion rate to your advantage to make your programme attractive as well as making vital linking methods available to publisher s.


10.

Discount codes can make a big difference to a high value considered purchase and they can be a powerful way to boost sales with price savvy customers at key times. A promotional discount, however, isn’t likely to convince customers to book for a different destination etc., so it’s important to keep codes as generic as possible. Don’t just think of codes in terms of the call to action they offer customers - they are also fantastic content that gives publisher s a reason to shout about your brand or they can secure important placements in campaigns that will have an effect beyond the limits of the code. Look to offer exclusive codes in order to gain maximum exposure for your brand and to minimise your costs.

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