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- Affiliate marketing programme to drive traffic to new online reservations tool
Hilton International (“Hilton”) has announced an agreement with TradeDoubler, the European market leader for online performance-based marketing, to establish an affiliate marketing programme. The move supports Hilton’s strategy, which is to drive 20% of individual business online by 2008.
The partnership will allow Hilton to broaden its reach to the wider consumer market through advertising on a wide range of affiliate websites, through TradeDoubler’s extensive publisher network. This will be achieved in a cost-effective manner and will also ensure the consumer gets the best value, by booking direct on Hilton’s brand web sites.
Recently Hilton has re-evaluated the performance of its traditional distribution partnerships. Whilst these third-party booking agreements were traditionally both convenient and uncomplicated for Hilton and its customers, in many cases they do not continue to provide value for Hilton, nor do they ensure the consumer receives the best price.
Jerome Wise, Director of Channel Marketing for Hilton, commented: “I see the affiliate network as a fundamental part of the marketing mix in helping us reach our online goals and as the European market leader, with scalability across 16 markets, TradeDoubler was the obvious choice for Hilton. In the hospitality business it is vital that we continue to listen to what our customers are demanding. With online technology continually making things faster and more convenient - driving sales through our brand web sites is vital. We are really looking forward to working with TradeDoubler in 2005 to assist us with meeting our business objectives.”
Will Cooper, Chief Marketing Officer for TradeDoubler, commented: “We are really excited to be part of such a significant step for Hilton, especially as it is such a significant global brand within the hospitality sector. Through the affiliate marketing programme we are aiming to assist Hilton in providing the quality and convenience for its customers that it has become renowned for through its hotel group.”
The affiliate programme is currently live in the UK, with plans to extend the campaign to Denmark, Norway, Sweden, Finland and Germany early in 2005.
Founded in 1999, TradeDoubler is the European leader in providing online marketing and sales solutions. Industry leaders all over Europe have partnered with TradeDoubler to work with performance-based marketing and to manage online relationships, in order to increase sales and improve online business. TradeDoubler is headquartered in Sweden with a presence in 15 other markets, and customers include Apple, Dell, John Lewis, Air France and Kelkoo. Please visit www.tradedoubler.com for further information.
Hilton International (HI), an operating division of the UK based Hilton Group plc, owns the rights to the Hilton brand name throughout the world, with the exception of the USA. HI operates 394 hotels, with some 253 branded Hilton, 46 of which under the Hilton Worldwide Resorts, plus 141 under the mid-market Scandic brand. Under a joint venture agreement, Hilton International and the North American based Hilton Hotels Corporation (HHC) share responsibility for the Conrad brand, which includes 17 hotels in 12 countries
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Published on: 12:00AM on 22nd February 2005