NOW ARRIVING: TUI’S NEW DATA-DRIVEN STRATEGY TO MEASURE INCREMENTALITY
TUI UK, one of the world’s leading tourism and leisure groups, collaborated with Acceleration Partners and impact.com to advance its approach to incremental growth within the affiliate channel. The goal: to measure and reward incremental voucher partner performance.
Traditionally, voucher partners were associated with lower-funnel activity across the industry. TUI set out to challenge that.
Inside the case study:
01
Conversions Up From 37% to 60%
- Total booking conversions from incremental voucher partner tiers rose from 37% to 60%, proving voucher partners influence customers throughout the funnel.
02
141% More Top-Tier Bookings
- By rewarding partners with higher commission rates for incremental bookings, TUI increased bookings from the top payout tier by 141%.
03
A New Industry Standard
- The approach reshaped perceptions of the voucher vertical, building trust and creating an innovative path forward for measuring incrementality.
15+ YEARS OF MARKETING SUCCESS
$8.6 BILLION
Client Revenue Driven (2025)
110M+
Conversions Driven (2025)
$430M+
Annual Media Spend (2025)
30+
Awards Won
200+
Active Clients Managed
4
Clients in Fortune 500’s Top 10
CLIENTS
UNLOCK GROWTH THROUGH PARTNERSHIPS
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