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 are changing the way that we evaluate partner performance to focus more on traffic quality and less on quantity. 

To try and provide you with further information on this transition, we have answered some of the questions that we anticipate you will have. If you have any further questions, please get in touch with our team here.

Why are we making the change?
As mentioned above, the shift towards quality has been introduced primarily to maintain and improve 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 change has also been brought about 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 be introducing a new metric and key 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, where 1 is the best-in-market rate). 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.

Where can you see your 'Traffic Quality Score'?
You can find your Traffic Quality Score within the Analytics tab, down the left-hand side of your partner portal. The view will look something like the example below*. As you can see in the example, your actual revenue will be calculated by multiplying your potential revenue by the traffic quality score. To make this clear, take the following example:

In January 2016, Partner X had a potential revenue of £1,892. Their Traffic Quality Score in January 2016 was 0.48. Therefore, their actual revenue can be calculated as follows. 
Actual Revenue = Potential Revenue * Traffic Quality Score
Actual Revenue = £1,892 * 0.48
Actual Revenue = £908.16

Taking another example, for June 2016, Partner X had a potential revenue of £2,171 and a Traffic Quality Score of 0.59. Therefore, the actual revenue can be calculated as follows.
Actual Revenue = Potential Revenue * Traffic Quality Score
Actual Revenue = £2,171 * 0.59
Actual Revenue = £1280.89

A similar approach will be taken in calculating your actual commission. In the case of Partner X in January 2016 for example the actual commission can be calculated as follows.
Actual Commission = Potential Commission * Traffic Quality Score
Actual Commission = £946 * 0.48
Actual Commission = £454.08

*Please note that this example is for purely illustrative purposes and does not reflect any actual partner data

*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!