Tradedoubler and Hotels.com - sharing Best Practise

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Hotels.com has over 100 branded points of sale in over 60 countries; with a proven platform in multiple languages, the affiliate program is a natural avenue to accelerate growth in established markets and help venture into new ones, whilst maintaining a strong ROI. In 2011 Tradedoubler facilitated programs in 15 European markets; by the beginning of 2013 this has expanded to over 25 markets including Latin America, Brazil, and Eastern Europe. Tradedoubler also supported Hotels.com launch one of the first successful multi-market mobile and app affiliate programs; unique tracking, willingness to trial new partners, affiliate platforms, bespoke mobile creative, and remuneration outside of pure CPA have contributed to the overall results. All of this has been achieved whilst Hotels.com initiated a new brand identity across all markets, introduced new forward planning strategies, and approach to diversifying the affiliate channel outside of exclusive CPA models. Our case study will offer insight into how Hotels.com and Tradedoubler worked collectively to utilise technology, key travel trends and multiple performance channels to deliver an award winning affiliate programme

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Tradedoubler and Hotels.com - sharing Best Practise

  1. 1. Tradedoubler & Hotels.com Sharing Best Practice Ky Ismet International Account Manager Michael Long Senior Partner Marketing Manager 1
  2. 2. Objectives • Hotels.com Rebrand • Multi-Channel • Mobile Launch • Mid & Long tail growth • Market Expansion 2
  3. 3. Rebrand 3
  4. 4. Rebrand Objective • One global look & feel • Reaffirm brand identity • New brand, new attitude Solution • Branding exercises • Cobrand pages • Offline opportunities 4
  5. 5. Rebrand Learnings Results • • Diverse program - niché content • Affinity Partnerships • YoY Program growth of 65% (Revenue) • Expand and diversify affiliate mix • Record January 2013 – 52% YoY • 5 Inconsistency across markets Management of longtail Record August 2013 – 75% YoY •
  6. 6. Multi Channel 6
  7. 7. Multi Channel Objective • Bridging the gaps between multiple channels Solution • Offline, Radio, Television and Online Video Advertising, Display networks • Mobile launch 7
  8. 8. Multi Channel Learnings • New brand, new attitude • Affiliate offline capabilities Results • Reach new customers (UV’s) – 2010 vs. 2011 : 5% YoY – 2011 vs. 2012 : 34% YoY – 2012 vs. 2013 : 118% YoY (to date) 8
  9. 9. Mobile Launch 9
  10. 10. Mobile Launch Objective • Develop & role out a best in class mobile offering Solution • • • • 10 Source creative ways to engage Multi-Market innovation in mobile Mobile Tracking Mobile Innovations
  11. 11. Mobile Launch Learnings • Mobile consumer behavior in travel. • Client mobile team work outside of affiliate Results • • 11 81% of mobile affiliate sales was driven by UK affiliate program in 2012. UK, DE & FR – 115% more mobile hotel bookings – 15% of September 2013 bookings were from mobile devices
  12. 12. Mid & Long Tail Growth 12
  13. 13. Mid & Long Tail Growth Objective • Broaden reach • Incentivize • Quality Solution • • • • 13 Voucher Strategy Cobranded Pages Bonus Structures PPC Policy Change
  14. 14. Mid & Long Tail Growth Learnings • Maturity of program • Repetition of campaign messaging Results International Growth : • Mid-tier Growth – 37% YoY • Longtail Growth – 11% YoY ROI : from 10:1 in 2012, to 11:1 in 2013 14
  15. 15. Market Expansion 15
  16. 16. Market Expansion Objective • Poland • Latin America • Brazil Solution • • • 16 Segmentation of channel and international support International/Cross Border Partners Adapting the affiliate model for emerging markets
  17. 17. Market Expansion Learnings • Market nuance considerations – Remuneration – Legal Results • • • 17 International Growth : – YoY Program growth of 65% – 40% more hotel bookings YoY 11 million unique visitors from Poland alone since September 2012 LATAM – strong results with 10:1 ROI
  18. 18. Award winning formula • Brand Strength • Channel diversity • Innovative Approach • Engagement across affiliate tiers • Global Presence • Mobile Optimisation 18
  19. 19. Hotels.com “Running with Bulls” 19

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