The service will provide affiliates with a unique telephone number to display in their creative. Directline Holidays can then attribute telephone leads back to its affiliates and reward accordingly.
Previously the affiliate programme was restricted to links, meaning affiliates would lose out when customers chose to leave the website and book by phone.
Directline Holidays is working closely with affiliate marketing company Commission Junction to develop a comprehensive online strategy which offers a “holistic view” of its online marketing spend and ensures all sales leads are correctly attributed.
Online marketing manager Katie Sebire said “It’s always problematic to bridge the gap between online and offline and this is what the programme with Commission Junction proposes to do – it’s a very exciting development and we’re all keen to see the imminent results.”
Commission Junction UK country manager Florian Gramshammer said: “There’s a tipping point where consumer behaviour changes when the price of a product increases or when purchases are complicated.
“From our global experience, we have shown that calls convert more purchases than online adverts for high value purchases such as holidays.”
He claimed: “The programme we have developed is revolutionary and we hope that Directline Holidays can help pave the way for developments in the affiliate sector.”