B Affiliate plan
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Assignments
Name of assignment
Make an affiliate plan.
Situation
Affiliate systems are very popular in the hospitality and travel industry. There are many ways to set up an affiliate system. The hotel, so far, did not use any booking system actively at all: the Family Bergman relied on their own contacts and their existing customer base. Technically, of course, there is a reservation system in the hotel, but in distribution, but with regard to getting bookings via other channels there is no concrete plan. Remember, your hotel is and will stay independent.
Goal
Jill Jandal wants to spread the risks and also connect to spectacular online developments. Therefore, the plan is to start working with an affiliate system. This should ensure that leads and reservations are spread over different distribution channels. And, the online visibility and 'findability' must also be increased as a result. The plan is to join two existing affiliate platforms.
Task, deliverable
- Develop a report with an advice with a concrete proposal indicating which two affiliate platform the hotel should join.
- Why these two platforms? The advantages and disadvantages of the platforms must be clear. Look, in depth, into the terms and conditions of working with these platforms.
- What is the forecast of the booking results, and what are associated costs and expenses? Make the perspective clear: your hotel is the merchant, your are looking for affiliates (publishers).
- Which type of publisher would you absolutely not want to work with?
An example of the two affiliate platforms Jill Jandal is looking for to organise this, is TradeTracker.
Assessed elements
- Did you use valid arguments in your choice?
- Are the predicted results and costs in proportion to the current costs and revenues?
- Are the excluded publishers well accounted for?
- Is the choice of affiliate systems in line with the strategy?
- Are all sources accounted for?
Additional information
- Affiliate
- Distribution
- Aggregator
- Affiliate programs: mind the regions
- More affiliate programs
- Booking.com
- Online distribution channels of hotels
- Independent hotels
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