Performance Marketing continues to soar in the Travel & Tourism Sectors
The US online travel market has grown exponentially in the last 12-24 months, with the WTCC reporting that it reached $313billion in 2012*. Global performance network, Affiliate Window has experienced firsthand the benefits of this growth with a range of new travel and tourism brands joining the network in 2012. This includes leading tourist attractions and entertainment parks, Legoland Discovery Centres, Sea Life and Madame Tussauds as well as globally trusted, travel guide retailer, Lonely Planet. These brands, alongside online hotel and accommodation search agencies Tripalertz and Agoda are all reporting positive growth through the performance channel.
It’s no secret that mobile bookings are also on the rise with the travel industry spending a great deal of time and energy figuring out how to lessen their dependence on online travel agencies. Travolution forecasts that half of all online travel bookings will be made via a mobile device by 2017.
The portability and ease of use of mobile devices means that fewer tourists are using their computers to access travel information, according to a GiestCentric report and, according to IDC, by 2015 more users will access the internet through their mobile devices than anything else.
Since 2009 the number of vacationers using their mobile devices for travel information has increased by over 450%, according to The 2012 Traveler Study by Google and Ipsos MediaCT*. It is for this precise reason that 85% of retailers on the Affiliate Window network have created mobile-optimized websites, with new brands following suit each week. As of December 2012, Affiliate Window reports 14.72% of all sales were through mobile devices (including tablets), with 5.8% being cell phone only sales (tablets excluded). With 19.04% of Affiliate Window network traffic now being mobile, and a conversion rate of 4.37%, there is no doubt why we shouldn’t see more and more travel programs looking to adopt mobile to capitalize on this trend.
Alexandra Forsch, US Country Manager for Affiliate Window says: “Travel has matured to a key vertical on Affiliate Window, offering our US publishers a wide spectrum of stellar brands including flights, package destinations, accommodations, attractions, travel agencies and travel literature. We are excited to be the exclusive network of choice for several of our travel and tourism merchants and look forward to a continued growth in this sector as consumers increasingly choose mobile, incentive and loyalty sites as part of their travel arrangements process.”
New Media TrendWatch* reported in 2011 that 62% of travelers booked travel through and online travel agency with another 14% utilizing a meta search site. Only 9% of travelers booked via an offline travel agent proving just how vast and opportunistic this sector continues to be.
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