Guest blog from weather 2travel com uncertain times in the travel industry

May 14, 2020

As we bid farewell to 2023, we have been reflecting on a year filled with remarkable achievements and unprecedented growth at SYYCO. It has been a journey marked by milestones, a testament to our unwavering commitment to excellence in the dynamic world of affiliate marketing.

We live in uncertain times…

With political instability, frequent natural disasters and shifting socio-economic factors collectively upsetting the balance. All have caused disruption for online travel publishers. In Blog 10, we have a Guest Blog from Colin Carter of discussing the impact on the affiliate marketing world.

We live in uncertain times with political instability, frequent natural disasters and shifting socio-economic factors collectively upsetting the balance. All have caused a great deal of disruption, both directly and indirectly, for online travel publishers such as ourselves at and the wider affiliate marketing world.

Brexit and the demise of Thomas Cook
The seemingly never-ending discussion and debate around Brexit has dominated UK politics for the last few years, long before the vote back in 2016, and shows no signs of going away any time soon. What is clear is that the travel industry has been disrupted by the uncertainty around the UK’s future relationship with Europe.

Most recently, the demise of Thomas Cook was partly put down to Brexit, along with good summer weather killing the last minute holiday market, the UK recession and austerity plus a whole host of other reasons. The warning signs regarding Thomas Cook had been there for a while, however, many thought they were too big to fail only to be proved wrong. We’ve been here before, of course, as it wasn’t long ago we lost Monarch and lowcostholidays.

The repercussions for the affiliate industry and online publishers are wide and varied, from the financial burden of lost earnings to the operational and technical headache of updating content and finding suitable replacements. The travel industry has broadly been praised for its reaction to Thomas Cook’s closure with many competitors such as TUI stepping in to offer jobs to Thomas Cook employees and Hays Travel buying 555 shop outlets.

The effect on affiliate marketing
High profile companies going out of business offers a unique opportunity for competitors, big and small, to fill the void with their products and marketing messages.

However, with question marks still outstanding over Brexit, many companies are likely to act cautiously especially with ‘peak’ (post Christmas/January sales) just around the corner. Uncertainty makes a difficult job even harder for content publishers working in affiliate marketing. Travel brands tend to focus on the pointy end of the funnel and forget about brand awareness and top of the funnel exposure.

Modernise or die
A new wave of companies is slowly changing the landscape in the travel industry. Since Airbnb and Uber burst onto the scene there has been an ever increasing array of travel startups appearing with new products or ways of working.

The way we travel is also evolving with a younger audience demanding more personalised experiences and flexibility. Traditional package holidays are being replaced with dynamic packages and customised trips, although there is still a place for both – for now!

Legacy travel companies have started to modernise with new products and updated technology as they don’t want to be the next Thomas Cook. As companies update their products and websites, we, as affiliates, need to stay on top of these changes. There is also an opportunity to work more closely with the new breed of online travel companies as they clamber for branding and market share.

It’s all about the destinations
Just last month, the FCO lifted the ban on flights to Sharm el Sheikh in Egypt. Before the bombing of a Russian jet in 2015, the Red Sea resort was one of the most popular destinations for UK holidaymakers. It will take some time for travel companies to return to the region, but it will be interesting to see how quickly it re-grows as a holiday destination once more.

Travellers continue to look for new destinations to explore off the beaten track parts of the world. As more focus is placed on overtourism and responsible travel, a new generation will lead the move away from old favourites to exciting new destinations.

It’s important for online publishers to keep up-to-date with these changes as well as react to world events such as natural disasters, terrorist attacks and political instability. No matter what happens in the near and distant future it is certain to keep us on our toes.

We are delighted to have welcomed these new members to the SYYCO team in 2023 to support our onboarding of new clients – it’s a true testament to how much our agency has grown in such a short time.

Attending Affiliate Industry Events

Throughout the year, we actively engaged with the affiliate industry, attending key events to stay ahead of emerging trends. Notable events we attended include PI LIve, Performance Marketing Awards, Affiliate Huddle, Awin’s Think Tank, Intently Live and The Salesfire conference. 

Unveiling Our Revamped Website

In the fast-paced world of affiliate marketing, staying ahead of the curve is not just a goal but a necessity. Which is why we unveiled our brand-new website in August 2023. Our website was well overdue an overhaul and now looks much more sleek and modern (if we do say so ourselves!). This new website allows our clients and partners to explore our services seamlessly and stay on top of the latest industry trends.

We think that our website now reflects our brand identity but also facilitates a more user-friendly interface for our clients, partners, and industry enthusiasts.

As we reflect on the journey of 2023, we’re filled with gratitude for the support of our clients, the dedication of our team, and the opportunities that lie ahead. Stay tuned as we continue to help our clients achieve their affiliate marketing marketing goals.

Cheers to a year of triumphs and the exciting adventures that await us in the years ahead!

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