Travel Weekly Asia reported that two-thirds of potential travelers in Asia Pacific plan their travels by referring to informative content on websites and social media platforms.
Specifically, TikTok stated that its platform inspires 74% of unplanned purchases of travel-related products or activities, including relaxing holidays, city breaks, and activity holidays.
Therefore, travel brands are utilising affiliate marketing to engage with new & existing customers and boost sales on their websites.
Let’s look at how Involve helped drive Indonesian travel brands’ business growth through Involve Travel Fair, initiated by us.
Situation
Providing win-win opportunities for Brands & Partners
Most travel brands and affiliate partners have similar objectives in building awareness, traffic, and customer engagement whilst boosting sales on various seamless platforms.
According to the e-Conomy SEA for Travel report, the outbound travel demands for domestic and international travellers across Southeast Asia increased tremendously (including during the festive seasons) for the past four consecutive quarters since 2019.
More than 50% of top travel search volumes by Southeast Asia travellers were mostly destinations in Vietnam, Malaysia and Singapore. Southeast Asia is also one of the frequent searches made by travellers across the Asia Pacific region.
Domestic and international travel brands provided unlimited affiliate marketing budget for Involve to meet the following objectives:
- Scale up the performance among travel brands in Indonesia
- Build extra exposure during the school holiday season (Mid-June to Mid-July)
- Activate churn Involve Partners through participating travel brands’ promotions
- Encourage Involve Partners, specialise in travel, to sign up at participating travel brands’ affiliate programs with Involve
- Increase Involve Partners’ participation in promoting participating travel brands
Solution
Running Involve Travel Fair
Involve launched a 4-week Involve Travel Fair that encourages Involve Partners to promote participating travel brands’ promotions and earn exclusive commissions.
Additional bonus payouts were given to Involve Partners based on their tiered membership level:
- Silver Tier: Up to RM60 from unique clicks and conversions
- Gold & Above Tier: Up to RM100 from unique clicks and conversions
In addition to that, the top 25 Involve Partners were given Traveloka cash vouchers, worth IDR500K, based on their top performance in promoting all participating travel brands throughout the campaign period.
Here’s how Involve built its campaign exposure to New & Existing Involve Partners.
Dedicated Landing Page
We created a landing page where Involve Partners got the following information on promoting and earning commissions from participating travel brands based on the following details listed below:
- Campaign mechanics with bonus payout table for different tiered membership levels
- Recommended participating travel brands’ promotions
- Terms & conditions
The landing pages were in English and Bahasa Indonesia, based on Involve Partners’ language preferences and those with traffic in Indonesia.
Sent out Involve Asia’s extensive communication reach on various channels
Involve released marketing collaterals to drive traffic to the dedicated landing page and participating travel brands’ Offer pages:
- Promotional emails, targeted to Involve Partners specialise in travel and lifestyle
- Dashboard banner & popup on Involve Dashboard
Promotional emails highlighted the campaign mechanics and recommended travel brands’ promotions, followed by call-to-action buttons, which took Involve Partners to the dedicated landing page.
Meta Ads
Meta Ads (Facebook and Instagram) were set up to acquire potential audiences to sign up as New Partners at Involve and win back inactive Existing Partners to jump back in promoting travel brands.
The following set of ads (by specific objectives) below are:
- Involve Travel Fair Generic Ad
- Traveloka Rewards for Involve Travel Fair Ad
The targeted audiences were directed to the dedicated landing page to learn more about Involve Travel Fair and encourage them to do the following to promote & earn additional bonuses:
- New Audience – Sign up as Partner on the Involve Dashboard
- Inactive Existing Partners – Visit participating travel brands’ Offer pages and log in to the Involve Dashboard
These Meta ads were set to those based in Indonesia and interested in travel.
Results – Increase participation & revenue
With extensive communications in every touchpoint, Involve Partners’ interest in promoting travel brands on their platforms led to increased offer applications for the above participating travel brands.
This was due to attractive promotions which aligned with their audience’s preferences in making travel plans during the school holidays in Indonesia.
Overall, compared with our target, total sales during the campaign period decreased by 13%. However, total sales for Brand T and Brand K increased compared to the benchmark period.
The total number of Involve Partners promoting travel brands increased by 78% more than our target and boosted by 86% more than our benchmark.
Involve Travel Fair drove new Partners, won back inactive Partners, and encouraged Partners to promote Travel brands actively. Most of the Involve Partners were media buyers (ad networks), influencers and content creators who promote participating travel brands’ promotions during the campaign.
51% of Involve Partners, who did not promote travel brands before the Involve Travel Fair, actively drove traffic to participating travel brands’ websites.
Interested in joining Involve’s internal campaigns to engage with your target audience and grow your business? Sign up as Brand and get in touch with us by clicking the button below.
