Key Performance Marketing Travel Insights with Performance Horizon.

Jun 9, 2016
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Screen ShotPhoto as tweeted by DigitasLBiAffiliates 

We recently hosted a travel-oriented educational seminar in London featuring key speakers from Hotels.com, Hostelworld.com, Skyscanner, and vakay.co.uk. There were some interesting discussions and we wanted to share some takeaways that may apply to everyone in the performance marketing space.

Hostelworld.com

Hostelworld reviewed and streamlined 2000+ partners down to 127 without seeing any impact to topline revenue. They discussed how fractional commissioning that reflects an increasingly complex customer journey can incentivize partners across the funnel.

Key takeaway:

Hostelworld’s experience reinforces the value of top partners and the importance of quality over quantity. The number of partners in a program can be more of a vanity metric than anything else—what really matters is making the most of the key partners driving meaningful volumes of sales.

50 Cent In Da Hostel 

Skyscanner

Skyscanner is well known for their consumer facing business.  The presentation described how insights from Skyscanner’s engagement data is used by travel brands and how the powerful data informs their decision-making. For example, identifying where demand exceeded supply led Ryanair to open new routes from Glasgow.

Key takeaway:

The power of first-party data for brands rests on their ability to ingest, analyze and learn from data at scale. But in order to be valuable, the right data points need to be collected and at scale. Subsequently, the data should be consumed and analyzed by the travel brands’ marketing teams and then translated into actions. 

Finally, here are some fascinating statistics from Hotels.com. Big surprise for us were the huge year-to-year swings in the “Club Sandwich” index – showing a deal can be had in surprising places! 

Director of Sales Operations

15

SVP and Head of Partnerships

23

Director of US Integrations in Customer Success AMR

104

Director of Partner Growth

217

Vice President Of Operations in Strategic Technology

28

Head of Affiliate, Student Beans

734

Marketing Specialist

732

Product Marketing Manager

741

Director of Marketing

6

Partner Marketing Manager

17

Customer Success Manager in Customer Success APAC Singapore

731

Marketing Director - Americas

7

Customer Success Manager

739

Customer Success Manager APAC

19

Director Of Partnerships

22

Partnership Director APAC

21

Customer Success Director EMEA

32

Client Services Manager

24

CEO and co-founder

8

Chief Product Officer

276

Senior Product Marketing Manager

103

Director of Marketing Strategy & Operations

4

Marketing Manager Americas

30

Head of Finance Operations

27

Principal Integration Engineer

25

Enterprise Sales Executive

26

Marketing Manager

18

Senior Channel Partnerships Manager

20

APAC Marketing Director

9

Customer Success Manager APAC

738

VP Revenue in Sales EMEA

275

Head of Deployment

5

Head of Client Services & Integrations for APAC

16

Marketing Coordinator APAC

14

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