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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”
