The global travel industry has witnessed remarkable growth in 2024, with partnerships playing a pivotal role in driving this expansion. According to the latest benchmarks that feature travel brands across Partnerize, the travel sector saw a 45% increase in 2024 revenue year-over-year (YoY), supported by significant improvements in traffic and average order value (AOV). While conversion rates experienced a slight decline, the results underscore the immense potential of the partnerships channel for brands seeking sustainable growth. 
Unlike other verticals with > 50% of revenue from mobile devices, travel mobile revenue accounted for 36% of revenue, closely aligning with global digital travel trends. This is due to the higher average order value for travel purchases compared to other industries driving travelers to purchase on their desktops. Meanwhile, new-to-file customers contributed 56% of revenue, emphasizing the effectiveness of partnerships in reaching untapped audiences.
Seasonal Trends and Booking Behavior
Revenue growth was most pronounced in the latter half of the year, particularly from June to December, with peaks in July, October, and December. This pattern highlights the importance of early campaign planning, as most travelers book trips at least three months in advance.
Evolving Partner Categories
The partnerships landscape is shifting, with increased revenue contributions from buy-now-pay-later (BNPL) and content influencers. While BNPL and coupon partners drove the highest percentage of new customer revenue, content and influencer partnerships delivered the highest AOV. These trends present opportunities for brands to diversify their partner mix and capitalize on emerging channels. 
Looking Ahead
As digital travel spending continues to grow, albeit at a slower rate, brands must prioritize innovation and adaptability. The potential U.S. ban on TikTok further underscores the value of partnership channels as a source of traveler inspiration and engagement. 
For brands seeking to optimize their partnership strategies, platforms like Partnerize offer end-to-end lifecycle management, enabling marketers to maximize growth while maintaining transparency and control.
Learn more about optimizing your travel brand’s partnerships by visiting us here.
