Marketing has never been easy for travel businesses. It is costly, time-consuming, and daunting. Especially for small and medium-sized brands competing with mammoth players like Booking.com or Expedia.
Even if your small team has marketing gurus in it, the algorithms still favor the big guys as they spend billions of dollars on marketing-related expenses a year. The SMBs’ budgets, however, are nowhere close to these hefty numbers. More so since the pandemic has hit the travel industry hard. McKinsey and Company reports that, in 2020, total global business travel expenses fell by 52 percent. Meanwhile, the UN World Tourism Organization estimates that the pandemic could cause a loss of more than $4 trillion to the global GDP for the years 2020 and 2021.
While all the market players, both big and small, have incurred losses in the past two years, predictably, the SMBs took the biggest hit. Many had to shut down their operations. For others, the money became too tight to mention.
Travelpayouts, a partnership marketing platform, brings together over 300,000 content creators around the globe. During these challenging times, the company decided to create a brand-new product that will help you cut marketing costs, strike worthwhile partnerships, and create a secure business environment.
Meet the first automatic partnership platform that is tailored to the needs of travel brands: The Travelpayouts Digital Partnership Platform.
Making SMBs life easier
While both the cost and competition are taking a toll on the travel business, several other marketing-related obstacles are important to mention.
One of them pertains to how much time the businesses spend on finding the right partners for affiliate marketing. Research shows that as many as 76% of marketing teams are operating their influencer marketing manually, spending hundreds of human hours on finding the right affiliate marketers while lacking access to appropriate ROI-based solutions and analytical tools for gauging the marketing results. This process is everything but efficient.
To fix the situation, Travelpayouts came up with a solution that seeks to reinvent the travel SMBs’ marketing experience. Dubbed the Digital Partnership Platform, it gives travel brands access to 300,000 travel influencers and content creators worldwide. It also helps travel SMBs get the most out of marketing and compete with giant companies like Booking.com or Expedia by getting in sight of relevant audiences.
The Travelpayouts platform offers a raft of new features. You can use it to reach your target audiences across all digital channels — from targeted ads to personal blogs, from search engines to social media, whatever a content creator uses to get traffic on their resource. Pay partners in a single transaction and simplify your company’s management since the platform does all the accounting for you. You do not need to sign contracts with multiple marketing partners, negotiate terms and fees, or manually count and pay their rewards. Travelpayouts does all these tasks for you while giving access to insightful marketing reporting that helps you make informed decisions.
The matching magic
On Nov 15th, Travelpayouts announced the built-in matchmaking platform that uses Artificial Intelligence (AI) at the Phocuswright Conference in Miami. The AI-powered “Matching Machine” is a gamechanger for travel businesses since it reinvents the way your brand searches for the right influencer. Instead of rummaging through profiles trying to find the right person to promote your brand, you can now ask the machine to do it for you.
Factoring in your preferences, goals, types of business, the system screens thousands of profiles, looking for the optimal matches. It takes only several minutes for it to do its magic, compiling a list of the influencers that are right for your business.
However, that is just one part of the game. Travelpayouts has invested a great deal of time and effort into ensuring that the new platform is a safe place for everyone. To preempt potential fraudsters from joining the platform, the platform manually verifies every marketing player, tracking all the information that is pivotal for unmasking scammers. In particular, all traffic is assessed to prevent any unwanted placements or marketing methods.
Travelpayouts entirely depends on its robust community, and the new product was created based on their feedback. “Over the past decade, we have proven to both brands and influencers that we are trustworthy. And with great success. The sales volume of travel services on our platform reaches $1 billion. Travelpayouts provides over 5M global target audience available to our clients partners since 2011 and we are happy to share the best practices of affiliate marketing and explain how to make the most out of this enticing field at any time.”, - says Ivan Baidin, CEO of Travelpayouts.