Travel affiliates are prospering after it emerged that 65% of advertisers have increased the budget for their travel programme in 2012, according to a new travel report released by A4u in association with Commission Junction. The basis of this report was a substantial anonymous survey that was sent to a large number of affiliate networks, agencies and advertisers who operate in the UK market.
From the results of the inaugural Travel in Performance Marketing Report and Commission Junction’s own figures for the January period, it’s clear that the travel industry is starting to claw its way back towards success after a series of natural disasters left many companies on their knees. Obviously one of the bi-products to this upturn in the travel sector’s fortune is an increase in programme stability, technology innovation and implementation throughout the performance space.
Light’s shed on the importance of mobile to many in the travel vertical. The lion’s share of respondents placed a mobile online presence as a priority for brand development. Mobile website and mobile tracking were top of the table in terms of technologies and payment metrics networks are planning to launch via their affiliate programme in 2012. Yet many also deemed implementing new technologies to stay competitive a serious challenge, a high 23% to be exact. So, the advent of mobile is very much a double-edged sword.
The report isn’t all facts and figures – we’ve also briefly interviewed a selection of key industry figures in order to discover their view on some of the findings. They all seemed to agree that data and its provision to affiliates was a top priority for the rest of 2012, with the oft-mentioned de-duplication also one of the main talking points. Qatar Airways’ Michael Stellwag said, “More clarity and co-operation between networks on transaction de-duplication is needed”.
UK Country manager at Commission Junction, Florian Gramshammer, spoke of his pleasure to be involved with the report: "At Commission Junction we really believe that the key to successful performance marketing is to get as granular as possible, which is why we are happy to support the A4u in targeted research pieces like their Travel in Performance Marketing Report." He said, "The travel sector has always been one of the top verticals in performance marketing and this report should be invaluable in providing useful information for merchants and publishers alike."
Find out about all this and more by downloading the A4u/Commission Junction Travel in Performance Marketing Report.