Butlins Affiliate Channel Launch: Turning Caution into Confidence

Client: Butlin's

Butlin’s, historically cautious about affiliates, launched a six-month test to assess the channel’s potential for driving incremental demand and attracting new family audiences without compromising brand value. In a competitive travel sector where investment in affiliates rose by 12% YoY in 2024, the programme aimed to exceed revenue targets, deliver at least 40% new-to-file customers, and establish a scalable channel.

Webgains and EssenceMediaCom established a strategy that would position affiliates as a value-exchange marketplace rather than a discount silo. Initial efforts concentrated on authentic engagement through content and social platforms such as Linkby and Holiday Pirates, reaching new audiences with high-integrity messaging. These were followed by tactical integration of leading publishers like TopCashback and MyVoucherCodes, added cautiously to preserve brand equity.

Key to success was disciplined data use, including granular tracking by resort, partner, and booking type. Collaborative governance, a 13-day integration (60% faster than industry average), and strategic seasonal adjustments around key booking periods maximised impact. Incentives prioritised value over discounting, using cashback tiers and exclusive content to drive engagement while maintaining brand standards.

The programme exceeded revenue forecasts by 64%, with 45% of transactions being from new customers – surpassing the 40% target. Butlin’s grew its affiliate-generated revenue by 1007% in just three months, increasing its category share on Webgains’ UK network by 367%. This success prompted expansion into new publishers and influencer-led multichannel campaigns.

Affiliate marketing is now a central pillar of Butlin’s strategic roadmap for 2025–2026, marking a confident shift from experimentation to bold adoption.