Tradedoubler and Hotels.com - sharing Best Practise
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1 Tradedoubler & Hotels.com Sharing Best Practice Ky Ismet International Account Manager Michael Long Senior Partner Marketing Manager
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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
Transcript of Tradedoubler and Hotels.com - sharing Best Practise
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Tradedoubler & Hotels.comSharing Best Practice
Ky Ismet International Account Manager
Michael Long Senior Partner Marketing Manager
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Objectives
• Hotels.com Rebrand
• Multi-Channel
• Mobile Launch
• Mid & Long tail growth
• Market Expansion
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Rebrand
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Rebrand
Objective• One global look & feel
• Reaffirm brand identity
• New brand, new attitude
Solution• Branding exercises
• Cobrand pages
• Offline opportunities
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Rebrand
Results• Diverse program - niché content
• YoY Program growth of 65% (Revenue)
• Record January 2013 – 52% YoY
• Record August 2013 – 75% YoY
Learnings• Inconsistency across markets
• Affinity Partnerships
• Expand and diversify affiliate mix
• Management of longtail
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Multi Channel
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Multi Channel
Objective• Bridging the gaps between
multiple channels
Solution• Offline, Radio, Television and
Online Video Advertising, Display networks
• Mobile launch
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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)
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Mobile Launch
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Mobile Launch
Objective• Develop & role out a best in class mobile
offering
Solution• Source creative ways to engage
• Multi-Market innovation in mobile
• Mobile Tracking
• Mobile Innovations
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Mobile Launch
Learnings• Mobile consumer behavior in travel.
• Client mobile team work outside of affiliate
Results• 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
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Mid & Long
Tail Growth
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Mid & Long Tail Growth
Objective• Broaden reach
• Incentivize
• Quality
Solution• Voucher Strategy
• Cobranded Pages
• Bonus Structures
• PPC Policy Change
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Mid & Long Tail Growth
Learnings• Maturity of program
• Repetition of campaign messaging
ResultsInternational Growth :
• Mid-tier Growth – 37% YoY
• Longtail Growth – 11% YoY
ROI : from 10:1 in 2012, to 11:1 in 2013
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Market
Expansion
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Market Expansion
Objective• Poland
• Latin America
• Brazil
Solution• Segmentation of channel and international
support
• International/Cross Border Partners
• Adapting the affiliate model for emerging markets
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Market Expansion
Learnings• Market nuance considerations
– Remuneration
– Legal
Results• 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
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Award winning formula
• Brand Strength
• Channel diversity
• Innovative Approach
• Engagement across affiliate tiers
• Global Presence
• Mobile Optimisation
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Hotels.com “Running with Bulls”
