We've just released a case study detailing how Emirates leveraged Partnerize’s flexible commissioning tools to see scalable growth in affiliate revenue as well as transaction volume on specific routes.
Emirates is one of the largest international airlines, flying the world’s biggest fleets of Airbus A380s and Boeing 777s and offering customers the comforts of the latest and most efficient wide-body aircraft in the skies. Active in 87 markets, Emirates’ affiliate program is spread across multiple networks, with over 10,000 publisher connections. Given the constant and fierce competition of the airlines industry, Emirates was looking to find new and creative ways to continue to drive growth.
The brand engaged with the Partnerize Partner Marketing Platform to centralize tracking and reporting, and use data-driven marketing to improve their revenue and yield on tickets sold through the program. The company wanted to deploy a new commissioning structure that rewarded partners with increased commission for bookings on high priority routes.
Jo Zhang, Partnerize Client Services Executive in APAC, has published an article about the massive tourist opportunity for retailers in Australia. The byline, published in MarketingMag, explores how retailers can capitalize on the 9.27 million tourists visiting Australia annually and spending $15 billion while there.
Recently, I had the opportunity to attend several events specifically focused on travel marketing and merchandising. I thought it might be interesting to surface some of the key themes that came up in these experiences.
First, I attended the LVIMA Digital Technology and Planning Day in Las Vegas. While not strictly a travel event, it always attracts a large number of travel marketers. Second, I went to the WBR Digital Travel Connect conference in San Diego , and finally the Eye for Travel event in Las Vegas. Here are some of the themes that continued to surface.
These days nobody plans a vacation without doing extensive research into flights, hotels, local attractions, restaurants, etc., with an eye for finding the best value. According to Google Insights, only 9% of U.S. travelers “always” know what brand they want to book with prior to researching. That leaves the majority of travel-seekers available to be influenced by bloggers, influencers, and great deal offers. Thusly, rich content rules the travel world.
Whether it be the looming uncertainty of Brexit, and what this means for current OpenSkies agreements, varying PR scandals, or the constant tug of war for brands to acquire customers directly, the travel industry seems to be facing one challenge after another.
This of course, is nothing new; however, there are a few ways in which marketing budget can be used to aid some of these concerns. Now I’m not saying that marketing is going to solve the concerns over Brexit, but I wanted to address some of the challenges being faced by travel brands at the moment and how marketing activity could support this.
Disruption. We hear this word almost on a daily basis these days. We’re always hearing about ‘the disruptors’; the Ubers, the Airbnbs, the Netflixs of the world, who are revolutionizing the market at every turn. Although we reap the positive changes these types of companies have brought to the market, we don’t often look at the ‘how’ behind their success.
Image Source: Virgin Australia
Client Success Story
Virgin Australia, Australia’s second-largest airline, provides travellers with a seamless experience across all international and domestic markets while retaining the same excellent service. Historically, Virgin Australia worked with performance marketing agency Columbus on their only official performance marketing channel, SEM.
Client Success Story
In 2016, global online travel agency ebookers.com (part of the Expedia Group) began working with Performance Horizon to track, measure, and reward a variety of their marketing partners and affiliates across seven geographic markets.
The main challenge ebookers faced was the daunting task of transitioning their existing affiliate marketing program from multiple networks into a single technology platform.
Image Courtesy of British Airways
Client Success Story
For many global airline brands, online marketing strategy and execution is pivital to growth, and affiliate marketing and meta search partners represent an important part of online acquisition spend.
Many airlines work with multiple affiliate networks spanning different regions and countries. As affiliate and meta search programs grow, they also become more complex and fragmented which makes it difficult to manage and understand performance across each region/network.
British Airways sought to leverage the wide level of granular data they were capturing through their affiliate channel and incorporate this into their overall channel strategy. Using Performance Horizon's technology platform enabled BA to aggregate five affiliate networks in over 20 countries and execute a strategy that focused and delivered efficiecies and growth targets globally.