British Airways Affiliate Programme
A few changes to the BA affiliate programme have been announced. I have copied the letter below but overall I think it’s good news for my sites anyway as I am mostly pushing longhaul and I will be glad to be able to promote the BA holidays site. The de duplication is a slight concern, just something we have to wait and see how much it impacts (it seemed to take a big chunk out of the Thomas Cook programme). The BA programme is currently available through both Tradedoubler & Affiliate Window
Introduction and Vision
In 2008, the British Airways affiliate programme launched internationally with the introduction of four new markets in Asia Pacific and five in Europe to replicate the success in UK & Ireland. Our long term goal is to run a fully international programme, offering our global affiliate base the opportunity to earn significant commissions on flights and package deals booked through ba.com.
To do this requires some changes to the set up of the programme in each market such as the tracking technologies we use, the commissions we pay, the basket contents that we pay commission on and the incentives for affiliates to generate high yield bookings for British Airways.
These changes will have a positive impact for our affiliate partners but they do require explanation, which is what this announcement sets out to do.
DART Tracking
The back bone of the new programme is a move to a unified tracking solution as it will enable us to offer our partners greater flexibility on the commissionable routes, bigger incentives and a focus on the long term goals for British Airways. DoubleClick or DART tracking has been in place in Europe and Asia from their respective programme launches, and now with its implementation in the UK we can take a global approach to many aspects of the programme structure:
De-Duplication
De-duplication takes two forms; the current affiliate tracking solution de-duplicates sales across the affiliate channel only but as of the 17th August, affiliate activity will be de-duplicated across all digital channels including search and display. The implication for affiliates is that fewer sales will be recorded through the channel because currently any sale with an affiliate cookie present is rewarded, but de-duplication means only an affiliate sale where it is the last referring cookie will be rewarded. To mitigate the potential loss of earnings that this could mean, we have also implemented changes to other aspects of the programme (see below).
Cross-Border Sales
The UK&I programme currently pays commission on bookings with a departure point in the UK only. The new DART tracking means we can now pay commission on flights from any global departure point and booked from anywhere in the world. Although you may be joined to the UK&I affiliate programme, you can take full advantage of British Airways global flight network from 17th August.
Dynamic Packaging
With the closure of the British Airways Holidays affiliate programme and the introduction of dynamic packaging on ba.com, British Airways will be able to offer you the opportunity to earn commission on hotel, car and package sales in the very near future. We will provide you with more information, including the commission rates for each product, closer to the launch but we have ensured the commissions are highly competitive offering greater revenue earning potential from the programme.
New Commission
The final adjustment we are making to the programme is the commission on offer. In the UK, commission is currently set at 1.5% for Long Haul, and 1.25% for Domestic and Short Haul.
To reflect the global position of the programme, the commission levels for the UK&I will be split by haul from 17th August and are as follows:
Domestic – 1%
Short Haul – 1.25%
Long Haul – 2%
Whilst developing the new commission levels, we wanted to better reward affiliates for the value of each sale. Long Haul flights are more profitable for British Airways and so we wanted to pass that on in increased commission to make them even more profitable for you. We will be notifying you in the coming months about offers and incentives that will further enhance your earning potential on the BA programme.
Global Affiliate Programme
All the changes to the programme are designed to unite all of the existing affiliates on all the global programmes while providing British Airways with a solid platform to support a truly global affiliate programme. We will provide you with the tools to promote British Airways flights and to earn commission on any flight sale, regardless of where you are based, departure part, destination or currency.
Thank you for your contribution to the programme so far and we sincerely hope that the changes will mean you can continue to do so for many more years to come.
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