The online travel industry works on the basis of a two-sided marketplace, which requires companies - including Skyscanner - to manage relationships with both suppliers (Online Travel Agents, Airlines etc.) and our Skyscanner for Business partners. To maintain relationships on both sides and continue to deliver our world-class Travel APIs and White Labels, we evaluate our partner performance on the basis of traffic quality - not just quantity - using a performance metric known as 'Traffic Quality Score'.
Why do we use a 'Traffic Quality Score'?
As mentioned above, our focus on quality is critical to maintaining and improving our relationships with our suppliers so that we can continue to provide you with flight and car rental feeds via our Travel API and White Label. The focus on quality is also important due to the ease with which traffic can be driven to sites and, consequently, the ease with which a traffic-based revenue system can be exploited.
At Skyscanner for Business we want to make sure that we are rewarding partners who generate high quality leads, by looking at the conversion rate of traffic downstream (on the website of an airline or OTA). To implement this, we will show you a performance indicator known as 'Traffic Quality Score'.
How is your 'Traffic Quality Score' determined?
It is important to us that you can benefit fully from the value you bring to travellers. To measure this, we are regularly monitoring the users and exits from your integration to see how many go on to book. Your traffic quality score shows how your booking rate compares to the best-in-market rate (between 0 and 1). Data will be reconciled and final scores published within 1 week of the month end, although we will also provide you an indication of the current month's quality score as we go.
What does 'Traffic Quality Score' mean for you?
Once you have a sufficient volume of redirects, we will be able to obtain your Traffic Quality Score and display it within your partner portal. This will be presented as illustrated below*.
*Please note that this example is for purely illustrative purposes and does not reflect any actual partner data
To help you to understand how to improve your 'Traffic Quality Score', we have put together a couple of guides, which share tactics you can use to improve performance and more specifically how to use content to improve conversion. These should be used in conjunction with our usage guidelines in order to optimise your traffic quality.
Skyscanner for Business guide: improving traffic quality
Skyscanner for Business guide: content drives conversions
Every marketing effort will have an element of content marketing, which is used to build awareness and communicate the core components of your business. The challenge with content marketing is measuring its return-on-investment (measuring this both according to engagement and its financial impact) and ensuring that content is not created just for content's sake. It is quality, relevance and a genuine customer focus that will help breed success in the long run and help to drive conversion.
Before embarking on your first content marketing company, take a look at our guide below for some handy tips!