Feeling the pinch of OTA commissions? You’re not alone. Their fees can really take a big bite out of the bottom line.
One way to drive direct business at a generally lower acquisition cost is through affiliate marketing, a powerful alternative to reclaim direct bookings and build stronger guest relationships.
But where do you start?
Here’s our top 5 tips to leverage affiliate marketing to drive direct bookings for hoteliers and vacation rental providers:
1. Partner with Strategic Affiliates
Don’t just scatter your affiliate net. Identify travel bloggers, influencers, and websites with audiences that perfectly align with your brand values and ideal guest. Look for partners who create high-quality content about travel, attractions, or experiences relevant to your location and property.
2. Craft Compelling Offers
While traditional discounting strategies are tempting, consider them alongside offering unique incentives that help to encourage direct bookings.
This could include:
- Early check-in/late check-out: A small perk that can make a big difference.
- Room upgrades: Entice guests with a taste of luxury.
- Free experiences: Partner with local businesses for exclusive tours or activities.
- Welcome baskets: Showcase local treats or amenities that enhance the stay.
- Traditional discounting: Consider offering discounts off your hotel or rental properties, for example Airbnb discount coupons to ensure that your affiliates have a strong offer to promote.
3. Make Booking Direct Easy and Rewarding
It probably goes without saying, but ensure your website offers a seamless booking experience. Integrate user-friendly booking tools, high-quality photos, and virtual tours. Sweeten the deal by highlighting the benefits of booking direct, like any incentives or loyalty programs.
4. Track and Analyse Performance
Don’t operate in the dark! Make use of affiliate marketing platforms that provide detailed analytics and reporting. Track clicks, conversions, and revenue generated by each affiliate partner. This allows you to optimise your program and focus on the most successful partnerships.
5. Foster Long-Term Relationships
Building strong relationships with your affiliates is key to long-term success. Communicate openly, provide them with marketing materials, key brand assets and ongoing updates about your property. You could even consider co-creating content or hosting familiarisation trips for key partners.
In Summary
By implementing these tips, you can transform affiliate marketing from a mere cost centre to a powerful tool for driving direct bookings and increasing your overall profitability.
Remember, it’s about building mutually beneficial partnerships that connect you with the right audience and create a memorable guest experience.