Booking.com Cuts Ties with Affiliate Creators Amid Strategy Shift
Booking.com has terminated direct affiliate partnerships with several travel bloggers and content creators, signaling a major shift in its partner strategy. Affected affiliates received 30-day termination notices, citing a change in strategic focus. The email encouraged creators to reapply through Awin, a third-party affiliate network, if they wished to continue promoting Booking.com.
Screenshots of the termination emails began circulating on social media, prompting confusion and concern among content creators. The messages stated the decision was not based on individual violations but was part of a broader strategic realignment. In response, a Booking.com spokesperson explained that the company routinely reviews its affiliate programs to ensure they align with customer experience goals and deliver value to supply partners.
Kosupa Travel, a budget travel planning site, published a blog post suggesting the move affects a wide range of direct partners. The post interpreted the change as a company-wide “forced migration” to the Awin platform, rather than an isolated response to any specific performance issues.
The development sparked discussion across LinkedIn and Reddit. Tony Carne, co-founder of Videreo, noted the timing coincided with Expedia’s launch of its AI-powered Trip Matching tool. That platform allows users to upload Instagram Reels for personalized itinerary suggestions—potentially bypassing the need to work directly with creators. Carne remarked that this trend shows large OTAs distancing themselves from compensating content creators while continuing to benefit from creator-generated content.
Some Reddit users expressed worry over tracking and payment for bookings made during the notice period. Booking.com’s response reaffirmed the termination but offered no additional clarification beyond the initial communication.
The change reflects a broader trend in how travel platforms are reevaluating partnerships, data use, and affiliate strategies as AI and digital tools redefine customer acquisition and engagement models.
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