Inside Booking.com’s decision to drop small affiliates

A cost-cutting move to reduce fraud and improve efficiency has left thousands of small partners scrambling - and raised questions about the future of affiliate marketing in travel

Booking.com’s sudden termination of thousands of affiliate partnerships - primarily affecting travel bloggers and small content creators - has shaken the travel affiliate landscape. Framed as a move to cut costs and combat fraud, the decision has caused confusion and backlash, as affected affiliates face lost income and the logistical nightmare of updating or removing Booking.com links. While the company points to streamlining and risk management, critics warn of the damage done to long-standing trust and brand equity.

Key takeaways

• Mass terminations: Booking.com ended many of its affiliate relationships with just 30 days’ notice, targeting smaller partners while retaining major players like airlines and OTAs.
• Affiliate backlash: Affected creators expressed frustration over the abruptness and lack of explanation. Long-standing partners with years of content must now update hundreds of posts.
• Cost-cutting & fraud prevention: The move aligns with Booking Holdings' broader effort to slash $400M–$450M in expenses. Smaller affiliates were seen as less efficient and more susceptible to fraud.
• Shift to third parties: Booking.com is now routing smaller affiliates to platforms like CJ, Awin, and Affnetmedia, reducing its internal workload and affiliate-related liabilities.
• Industry response: Competing platforms like BookDirect.com and Stay22 are seeing increased interest from disillusioned affiliates seeking alternatives.
• Wider concerns: Experts caution that large-scale affiliate changes should not ignore the value that small content creators bring to brand trust and inspiration in the travel ecosystem.

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