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. Through this project, TUI set a new industry standard, introducing an exciting new way to work with voucher partners that incentivizes them to earn more while generating mutually beneficial outcomes.
The data-driven strategy delivered measurable impact: total booking conversions from incremental voucher partner tiers increased from 37% to 60%, proving that voucher partners influence customers throughout the sales funnel. And by rewarding partners with higher commission rates for incremental bookings, TUI increased bookings from the top payout tier by 141%, aligning TUI’s investment in voucher commissions with program goals.
This approach set a new industry standard, reshaping perceptions of the voucher marketing vertical, building trust, and creating an innovative path forward for measuring incrementality and continuing to reward voucher partners in the long term.
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