From one-off deals to co-marketing that scales
Most OTAs and travel retailers already run marketing partnerships with hotels, tourism boards, attractions and car hire brands. Far fewer have found a way to grow them without growing the work behind every campaign.
This guide, featuring a three-stage model and 8 questions to ask before you scale, is about building co-marketing that grows for you and your partners.
When partner revenue stops growing, the usual suspects are budgets, formats or the pitch. In our experience, the cause is usually closer to home: bespoke proposals for every partner, hand-offs between teams for every campaign, and results pieced together by hand. Fix those, and partners can say yes more quickly, smaller suppliers can take part, and the results give partners a reason to come back for more.
About the guide
Over the past year, we’ve worked with more than 35 travel retailers on their partner programmes, and the ones that grow tend to follow the same journey. They start with one-off deals, move to a clear structure partners can plan against, and build co-marketing that scales across channels, partners and markets.
This guide sets out that journey as a simple model, the principle behind each stage, and what changed for three travel retailers who made the move.
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What you'll learn
Whether you’re a Head of Partnerships running co-marketing day to day, or a commercial leader deciding how far to take it, this guide shows where your programme sits today and what moves it on.
✅ The three stages from one-off deals to co-marketing that scales
✅ Why co-marketing stalls, and why it’s rarely budgets or formats
✅ How to package the placements, audiences & partners you already have
✅ What a good package answers before a partner has to ask
✅ Why proof of results turns a one-off campaign into an annual programme
✅ 8 questions to ask before you scale
