Post on 18-Jun-2015
Performance-based solutions for the Travel Industry
Dr. Heiko Hildebrandt COO - TradeTracker.com
Almere, 04/13/2023
10 years experience in the travel industry
Latest trends and developments in the travel industry
Affiliate networks as solution-partners for the travel industry
Case studies: WTC.nl and Center Parcs
Q & A
INDEX
I.
II.
III.
IV.
V.
I.
10 years experience in the travel industry
Almere, 04/13/2023
I. 10 years experience in the travel industry
TradeTracker.com is the leading affiliate network in the travel industry in Europe
› HQ: Almere (Netherlands), subsidiaries in 18 countries
› International expansion: China (Q1/2014), Brazil
(Q2/2014) and India (Q3/2014)
› 4,752 online campaigns (873 in the travel industry)
› Turnover generated for our travel clients across Europe
in 2013: xx Mio. €
› In all countries the travel industry is either the most, or
second most important industry to TradeTracker.
2004
2007
2010
2011
2012
2013
II.
Latest trends and developments in the travel industry
II. Latest trends and developments in the travel industry
The travel industry in Europe is in a transition phase
1. Increasing importance of “meta-searchers”
2. New traffic sources (retargeting, email retargeting, etc.)
required to become/remain independent from “meta-
searchers”
3. Permanent price pressure leads to decreasing margins
4. Internationalization of merchants and affiliates
5. “Traffic shift” from traditional sources (content sites, blogs,
etc.) to new sources (voucher code sites, cashback, etc.)
6. Insolvencies as a result of the fierce market consolidation Source: http://en.wikipedia.org/wiki/Metasearch_engine
III.
Affiliate networks as solution-partners for the travel industry
III.
Conversion path tracking and attribution
Possibility to remunerate affiliates depending on their individual contribution to the conversion (last five touch points are remunerated; client decides on split)
Objective is to enable high quality publishers to play a greater role and to reward those who give the best added value to your affiliate program.
This system offers a unique insight in the conversion process of the client and thereby can also be of great added value in increasing the campaign results.
+
› Current standard remuneration model: “last cookie counts” (mostly click tag is worth more than impression tag)
- In to apply the conversion path model, it is
mandatory that the client works exclusively
with a network.
Only affiliates that are registered with the
network will be remunerated.
Affiliate networks as solution-partners for the travel industry
III.
Next level account management
“All-inclusive network”
Service level guarantees
(e.g. reply within one business day)
“All inclusive network” philosophy:
newsletter send-outs, campaigns promotions, uploading of banner
material, affiliate acquisition/ optimisation every week, traffic
migration services, campaign monitoring and fraud detection/ protection, customised reports,
technical support, etc, are part of the next level account
management.
Main objective is to enhance the
campaign performance, traffic quality and overall client satisfaction.
Quarterly reviews are conducted in close
cooperation with the client
(in-depth campaign analysis, update on latest trends and
developments)
New affiliate remuneration
models (e.g. hybrid models) based on product groups,
segments and related trade rules
Affiliate networks as solution-partners for the travel industry
III.
International coverage and service
International approach
International key account managers as
Central Points of Contact Extended
reporting functionalities to
monitor the performance in each country
(according to the defined KPIs)
Key account managers as Local Point of Contacts
Multi-country tracking
pixel
One affiliate account for our
international affiliates
(single sign-on)
TradeTracker‘s software is completely
localized
(legislation, languages)
One advertiser account for our
international advertisers
(single sign-on)
Affiliate networks as solution-partners for the travel industry
III.
Usual affiliate-payout-process
Transaction generated by
publisher
Transaction validated & accepted by
merchant
Transaction invoiced to merchant
Transaction paid by merchant
Transaction paid out to publisher
Affiliate networks as solution-partners for the travel industry
III.
Transaction generated by
publisher
Transaction validated & accepted by
merchant
Transaction invoiced to merchant
Transaction paid by merchant
Transaction paid out to publisher
SFP shortens the payout process by up to 99%
Affiliate networks as solution-partners for the travel industry
III.
SFP shortens the payout process by up to 99%
super fast payment
with prepayment
standard
0 5 10 15 20 25 30 35 40
1
25
39
Auszahlungsprozess in Tage
days
Affiliate networks as solution-partners for the travel industry
III.
Advantages of SFPAd
vant
ages
Financial risk resulting from a delay in payment or even a payment default is completely shifted from the publisher to TradeTracker
Higher planning security (once payment is processed TradeTracker will never reclaim or offset a
payment retrospectively)
Improved cash flow for publisher (optimal for publisher who purchase their traffic from Google or Facebook
where they normally have to pay immediately)
Affiliate networks as solution-partners for the travel industry
Transparency and fraud protection
1. All publishers who register at TradeTracker are checked manually.
2. Suspicious affiliates are request to place a java script on their website(s) to verify that they are
the rightful owners.
3. TradeTracker always shows the origin of the traffic.
4. TradeTracker enables and encourages its merchants to directly communicate with their
publishers through an integrated ticket system.
5. Upon campaign launch at TradeTracker, TradeTracker guarantees to clean client’s traffic by
identifying fraudulent traffic sources.
6. The merchants decide what publishers are promoting their campaign(s).
7. TradeTracker offer continuous brand monitoring to protect client’s brands.
III. Affiliate networks as solution-partners for the travel industry
IV.
Case studies: WTC.nl and Center Parcs
WTC.nl works exclusively with TradeTracker since 2013
IV. Case studies: WTC.nl and Center Parcs
› a few years earlier mostly focusing on selling flight tickets (name World Ticket Center)
› now become one of the leading travel players in the Netherlands / focusing on tickets, holidays, car rental, hotels, camper rental, far travel
› process WTC.nl has gone through is also visible in their affiliate campaign
› affiliate campaign, which was started in 2006 solely focusing on flight tickets
› now a campaign suitable for almost every affiliate
› transition, which was visible in all aspects of the campaign has shown the power of the combined offline- and online strategy and WTC brand
› WTC.nl needed a new and extended commission model plus an affiliate network which helped them in growth with their affiliate campaign and matched their demands regarding transparency, vision, software and reach
› 2013 an exclusive collaboration between WTC.nl and TradeTracker
› with new model, compared to 2012 the number of sun holidays sold for WTC.nl through the affiliate channel has multiplied by 6 already this year and the number of Camper rentals will grow with more than 40%
WTC.nl works exclusively with TradeTracker since 2013
IV. Case studies: WTC.nl and Center Parcs
Wide range of promotion materials.
› specific banners, search boxes, rich productfeeds to even white label flight ticket modules with which the affiliate can make the complete booking on its own affiliate site!
Extreme fast payouts of sales/leads.
› TradeTracker’s unique super fast payments model, affiliates can be paid out within 7 days after the generation of the sale/lead.
Focus on wishes of (possible partners)
› listening to the wishes of (potential) partners WTC.nl has created a position as being a realiable and flexible partner
› transformation of the affiliate campaign of WTC.nl example of how TradeTracker is seeing the change of the market
› detailed commission models for advertisers
› more custom-made models and promotion materials for affiliates
› more contact moments with affiliates are key in the growth of large brands in the travel market.
› Conclusions based on the statistics from the TradeTracker software and WTC.nl’s statistics programs have resulted in
where the program is today and where it is going in the future.
WTC.nl works exclusively with TradeTracker since 2013
IV. Case studies: WTC.nl and Center Parcs
WTC.nl Quote:
WTC.nl is satisfied with the cooperation it has with TradeTracker for years. Since august 2013 we have extended this successfull cooperation by working exclusively with TradeTracker from that month on. TradeTacker has proven to be the perfect partner for WTC.nl thanks to it’s broad knowledge, technology, personal attention, communication and results. We think that together we will rise the WTC.nl to an even higher level and set up even more successful partnerships with affiliates. Bram van der WoudeOnline Marketeer WTC
Center Parcs, part of Groupe Pierre Vacances trusts TradeTracker in many countries
IV.
› Center Parcs opened its first holiday park in 1968 in the Netherlands
› today more than 40 parks under the brand names Center Parcs and Sunparks in Germany, the Netherlands, Belgium and France
› Affiliate marketing contributed in a large extent to this success.
› Until 2009 preferred networks in Europe Zanox and Affilinet
› Q1 2009 Center Parcs decided to launch with TradeTracker in Belgium
› TradeTracker developed a plan of how to constantly develop both campaigns (Center Parcs and Sunparks) and boost the sales performance (voucher codes, cashback, emailers, comparison sites and content sites) each quarter
› result was that the amount of sales transactions increased every quarter in comparison to the previous year`s results
› Pierre Vacances launched all of its products with TradeTracker- become preferred partner in Belgium in Belgium 2011 .
Case studies: WTC.nl and Center Parcs
Center Parcs, part of Groupe Pierre Vacances trusts TradeTracker in many countries
IV.
› extend the cooperation with TradeTracker to the Netherlands, Germany and UK.
› next level of campaign management is aligned campaign optimisation across all countries
› TradeTracker share the information of which optimisation approaches have resulted in improved campaign performance and new affiliate channels are built up for all campaigns and in all countries at the same time
› client is now considering consolidating its affiliate marketing activities in Europe and to work together with TradeTracker on a preferred or even exclusive partnership basis in all countries
› example of Center Parcs and whole Groupe Pierre Vacances shows positive effect of continuous development proactive and structured campaign optimisation
Case studies: WTC.nl and Center Parcs
V.
Q & A
V. Q & A
Dr. Heiko HildebrandtCOO
TradeTracker International B.V.MarkerkantAlmere
T +49 (0) 40 370 883 074M +49 (0) 176 609 411 56E hhildebrandt@tradetracker.comW www.tradetracker.com