What is travel industry’s status quo?
According to the United Nations World Tourism Organization’s forecast, the global inbound tourist arrivals are expected to reach close to 2 billion by the year 2020. It is clear from these statistics that tourists are constantly in search of their next destination. They are not just travelling more, there are also very eager to share their experiences with the world through blogs and travel forums, which creates a universal repository of travel experiences which the traveler community trusts more.

This abundance of knowledge is the primary source people use for researching their next trip.  This means that loyal customers would soon start trusting and relying on this vast repository rather than the more experienced travel agents. Furthermore, as niche travel grows, it would become more difficult for global consolidators to find that regional expert who can give the quality of service and experience that your loyal customers have come to expect of you. Building a global affiliate network has never been more important for the new-age travel company.

Biking Diaries: What Travel can learn from the Motorcycle Industry
“Despite a shrinking global motorcycle market, we have used Ducati’s product policy and the quality of its distribution network to improve both our market share, now at 8.5%, and also to increase our sales by 5% compared to this period 2009."
- Gabriele Del Torchio, President and CEO of Ducati Motor Holding

Is building a global network as easy as it sounds?

Absolutely! In a dynamic travel market, being adaptable and proactive in identifying trends and opportunities is vital to a company’s survival. It is very rare to find untapped opportunities in a crowded space like travel. And when there is an opportunity, if you aren’t there to capitalize on it, your competitor definitely will be. Travel companies have to now start thinking like headhunters.  If you want to hire that perfect employee, you have to actively seek him out before your competitor makes him the employee of the month. Finding the right regional expert to expand your global reach is similar to finding that perfect employee.

For any global network to thrive, value generated by you should be passed on to your affiliate family. These include – commercial value, value of technology and value of opportunity. Your affiliates have to not only be incentivized, but also empowered to deliver the same quality of services and products to your loyal customers.

How can technology help you achieve this?
The only way this localized wealth of knowledge can be utilized is by including the regional expert into your affiliate family. Partnering with like-minded ‘local experts’ is key in gaining a competitive edge in today’s changing travel market. But can technology really provide the dynamics that would add value and foster loyalty among the affiliates?

Many a successful travel affiliate networks have seen a downfall because of not adopting technology that can help them pass on value to their affiliates and partners.  What are the factors that determine if your affiliate network strategy will work?

• Does the technology on-boarding process take time and is cumbersome?
• Can the technology shorten the sales cycle while signing up an affiliate by providing a Plug and Play solution?
• Does the technology provide ability to make localized customizations for just one affiliate, without impacting others?
• Is the travel technology platform that we offer easy to operate?
• Do we empower our affiliates with a complete go to market strategy?
• Do we use intelligent technology to bias suppliers and inventory that brings most value to affiliates?
• Can the technology platform provide the right analytics on affiliate behavior and needs?
• Does the  technology accelerate and maximize RoI by reducing technology hours required for creating custom brands?
• Can the technology adapt to seasonal changes and trends that matter to your affiliate?
• Is the technology inclusive and does it make the affiliate feel right at home?
• Is the technology scalable enough to seamlessly integrate different types of affiliates?

Today’s successful affiliate management platforms have overcome the technology challenges associated with creating a new travel brand by embracing technology that is dynamic, flexible, and yet relevant to the affiliate.

Tavisca Innovation Labs has launched the most advanced and dynamic travel platform that is designed to ensure that your affiliates stay and grow with you.