Affiliate Marketing Partner Open World Increases Number Of Bookings Direct To Intercontinental Hotels Group Web Sites

Open World, an affiliate marketing partner of InterContinental Hotels Group, the world’s largest and most global hotel company, reported it has increased by 172 percent the amount of bookings it directs to IHG’s web sites in 2004 over 2003 through its affiliate marketing relationship with IHG, according to Ms Jo Booker, executive director of Open World Travel Services.

"Marketing via Open World’s Direct-to-Brand programme is an excellent fit for IHG," said Mr Michael Menis, director, Global Marketing Services for InterContinental Hotels Group. "Open World refers guests who are researching travel online direct to our brand websites. Our relationship with them has helped us promote our brands and build customer relationships in the online world." “We are delighted with the levels of business that we have achieved for IHG over the past two years. Since 2002, we have consistently worked together on new ‘direct-to-brand’ marketing initiatives to drive incremental business to their websites,” said Booker.

Open World’s Direct+Connect Affiliate Travel Programme is a pioneer in direct web distribution for hotels and resorts worldwide. The supplier-friendly concept was conceived as an offensive strategy to tackle the merchant model and shift the revenue management control back to the brands. Established in 2002 with only a small number of affiliate partners including IHG, the programme has expanded to include over 60 global hotel partners, representing over 80 major hotel brands worldwide. The programme has successfully generated in excess of US$30 million in revenue for its affiliate partners in 2004, and continues to grow month-on-month.

The programme is based on a “no risk guaranteed” pay-for-performance business model. There is no set-up fee for suppliers to participate in the programme, and they will only pay commission on consumed web bookings generated from Open World’s travel websites, which generate in excess of two million visitors per month. These websites enjoy widespread listings in all the major search engines including Google and MSN, with many results frequently appearing within the top 10 positions.

World Executive – A global hotel portal, with over 30,000 accommodation choices, features over 100 destination guides with local city information, visitor tips, top attractions, transportation and direction, location maps, five-day weather forecast and photo tours. The portal, targeting frequent individual travellers, also offers booking functionality for car, air and local events. www.worldexecutive.com World Airport Guides – A series of comprehensive guides to many of the world’s international and regional airports. Targeting business and transient travellers, the guides feature airport and terminal information, transportation, terminal maps, airport hotel listings, flight tracking, on-line car parking reservations and flight bookings.

Source: Open World, LTD