Premier Travel Inn Affiliate Marketing

Sometimes size brings its own challenges. Premier Travel Inn found that they were struggling to fill certain hotels at particular times of the year, across a variety of locations.  Understandable, given the scale of the business and the state of the economy; it's certainly not easy trying to fill a hotel in Middlesbrough on a wet Wednesday in the middle of February.

The Solution

Armed with the knowledge gained by running the paid search campaign, we recommended that they add an affiliate marketing campaign into the mix.

Premier Travel Inn wanted to make sure that we were the right people for the job; so they presented us with a little challenge. They wanted us to launch an affiliate campaign but do it with 33% of the normal target cost per booking, and fill those hotels in challenging locations at certain times of the year.

We launched the campaign with a solid mix of PPC, SEO and email marketing affiliates. We communicated the brand communication plan and devised a 'need sites' strategy that would help fill those hotels like Middlesbrough when required.

Highlights

• Within 2 weeks the campaign had generated over £150,000 in bookings.
• In the second month we generated over £1,000,000 in bookings.

The 'need site' strategy ensured that hotels like Middlesbrough were filled regardless of time of year, the weather or location.