FERGUS HOTELS boosts direct sales with an always-on affiliate strategy

THE CLIENT

FERGUS Hotels, a 4- and 5-star leisure hotel chain with a presence in some of Spain’s leading tourist destinations, had a clear objective: to turn the affiliate channel into a lever for incremental demand generation across both domestic and international markets.

THE CHALLENGE

HIGH SEASONALITY AND A STRONG FOCUS ON DIRECT SALES

FERGUS Hotels operates in a highly seasonal environment, with demand peaks that vary significantly by market. With a clear focus on increasing direct sales through its official website, the chain was looking to keep the affiliate channel active and profitable all year round, not only during peak season.

The answer was an always-on strategy: an affiliate programme that remained permanently active, managed proactively and coordinated between Affilired’s Account Management and Operations teams.

THE STRATEGY

CONTINUOUS AFFILIATE CHANNEL MANAGEMENT

Affilired drove the growth of the channel by combining technical programme optimisation with commercial activation of the affiliate ecosystem. These were the four key levers:

Robust measurement and attribution: Ongoing review of tracking and attribution to ensure consistency and capture all generated sales.

Continuous programme optimisation: Regular adjustments to campaigns, conditions and creative materials to maximise performance throughout the year.

Affiliate commercial activation: Exclusive offers and promo codes for Fergus Hotels’ affiliate community across different networks, reinforced through direct communications.

International scaling: Expansion through Impact, a global affiliate network, with dedicated newsletters, activation in France and local partners such as Mallorcard to promote resident-focused offers.

THE RESULTS

More bookings and more revenue through the affiliate channel.

Growth was seen across all activated markets, with Spain leading the increase in bookings:

This shows how a well-managed affiliate strategy can help a hotel chain expand its reach, activate incremental demand and strengthen its direct channel in a sustained way.

TESTIMONIAL

We’ve successfully scaled our affiliate channel with a stable, well-executed strategy—keeping the programme always active with relevant partners. Affilired has been a key partner in this growth: a proactive approach, strong affiliate activation, and results-driven management.

CHRISTIAN CALVO | eCommerce Specialist | FERGUS HOTELS