VoucherCodes x On The Beach: Making waves with a full-funnel affiliate strategy

In 2025, VoucherCodes and On The Beach redefined the affiliate landscape, transitioning from a traditional last-click relationship to a full-funnel strategic collaboration. Operating in a saturated travel market, On The Beach sought to aggressively scale market share, acquire high-value new customers, and boost AOV.

The strategy shifted VoucherCodes up-funnel, blending high-impact brand awareness with precision conversion. Moving beyond standard onsite exposure, the partnership executed a "test-and-learn" strategy that leveraged National TV spots, exclusive PPC rights to dominate SERPs, and third-party enriched Paid Social and email targeting. This integrated approach ensured On The Beach reached the right audience at every stage of the booking journey, from discovery to transaction.

The execution relied on a high-trust, transparent relationship, allowing for rapid optimisation and frequent offer refreshes to prevent stagnation. By utilising third-party data to target competitor-affinity audiences and trialling a wide variety of exposure, the campaign delivered "bespoke" rather than "one-size-fits-all" marketing.

The results were record-breaking. The year-long campaign generated an impressive uplift in revenue and AOV year-on-year, as well as a 52% growth in market share within VoucherCodes' travel category. With acquisition a key focus, more than half of all transactions were from first-time customers. The campaign drove mutual value, with VoucherCodes enjoying a significant uplift in network revenue from On The Beach, alongside compelling offers for it's customers.

This partnership proved that an affiliate partner can drive both inspiration and transaction simultaneously, using standard affiliate tactics as well as a broader marketing mix to deliver mutually strong