Let’s get this out of the way early: affiliate marketing isn’t just for flogging protein powder or flogging dodgy crypto schemes to people called Brad on YouTube. It’s one of the most quietly effective tools in a hotel’s booking arsenal — and yet most GMs wouldn’t know an affiliate link if it snuck into the breakfast buffet and started stealing croissants.
Which is a shame. Because when it’s done well — with the right partners, the right tracking, and the right story — affiliate marketing doesn’t just drive bookings. It drives the right kind of bookings. The long-stay, suite-upgrading, bar-spending, spa-booking kind of guest. The one that makes your revenue manager breathe a little easier.
And best of all? You don’t pay a penny until they book.
What Even Is Affiliate Marketing? (No, Really)
Here’s the bit where I translate the usual digital jargon into actual English:
Affiliate marketing means I write about your hotel — properly, not just a puff piece — and include a special booking link. When someone clicks that link and books a stay, I get a small commission. You get a confirmed booking. Everyone wins.
It’s performance-based. Which means no upfront costs, no “brand awareness” fluff, and no shelling out for ads that get clicked and then instantly forgotten. You only pay if someone actually books a room. It’s marketing that earns its keep.
How Hotels Use Affiliate Programs
The smart ones — and they are out there, buried somewhere between the flashy five-stars and the grumpy old grande dames — use affiliate partnerships to:
- Boost direct bookings without competing with OTAs
- Get long-form editorial coverage that outlasts any Instagram Story
- Build a network of trusted voices recommending their property to the right audience
These aren’t the “influencer” types pouting on a pool float. These are seasoned travel critics, content creators, journalists — people with readers, not just followers.
Which Affiliate Platforms Work for Hotels?
You’ve got a few good options — and if you’re already on a booking engine, chances are you’re halfway there.
- Skimlinks and Webgains — widely used by bloggers and publishers
- Webgains— great affiliate network who will support and guide you
- Booking.com & Hotels.com have affiliate programs, but be warned: they take a big cut. Still, better something than nothing if you can’t offer direct booking links.
The holy grail, of course, is an in-house affiliate program linked to your own booking engine — cutting out the middleman and giving you full control. But even a basic third-party setup is a solid start.
Why Partner With a Travel Blogger (Who Can Actually Write)?
Because you’re not just selling a bed for the night. You’re selling a story. A reason. A feeling. And the right words in the right hands — shared with the right audience — will fill more rooms than a half-price flash sale ever could.
When I write about a property, it’s not fluff. It’s full of texture. It lives. It ranks on Google. It tells your story the way you wish your copywriter had. And it comes with a link that actually converts.
What Does a Good Affiliate Partnership Look Like?
- A beautiful stay (I don’t write about places I wouldn’t recommend to my own mother)
- A review written with insight, humour and honesty
- A tracked affiliate link to your booking engine or preferred platform
- Optional extras: social coverage, photography, destination round-ups, cross-promotion
It’s like having a travel section in a Sunday supplement — except it’s SEO-optimised, always online, and actually read by people who book.
In Summary
Affiliate marketing isn’t a shortcut. It’s not a gimmick. It’s a slow-burn strategy that builds trust, drives action, and pays off long after the stay is over. If you’ve got rooms to fill and a story worth telling — let’s talk.
📩 Email me at Paul@thetravelcritic.co.uk
Phone: +44 7816459474
🔗 Or see how I work with hotels » /how-i-review-hotels-travel-critic
The Travel Critic 