Booking.com has initiated a restructuring of its affiliate program, sending “Termination of Partnership” notices to content creators across its network. The travel accommodation giant now directs partners to transition to the Awin affiliate network within a 30-day notice period, with terminations set for June 20, 2025.

The notices, which began arriving in affiliate inboxes on May 21, cite a shift in “strategic focus” rather than individual performance issues. Travel bloggers report receiving identical notices regardless of traffic volume, conversion rates, or geographical focus, indicating a company-wide policy change rather than targeted terminations.

Image source: Kosupa Travel

A 10-year veteran travel blogger shared their experience on Reddit after attempting to appeal the decision. Booking.com’s response was unequivocal: “While we understand your interest in gaining a further understanding, we must reiterate that we are unable to provide any information beyond the content already conveyed in the communication.”

The company stated the decision “was reached after careful consideration and internal review,” but declined to offer specific reasons for the termination. Their response concluded by encouraging affiliates to “carefully review the terms outlined in your agreement regarding any next steps or outstanding matters that require attention.”

Migration Details and Technical Implications

The termination notices include instructions for affected partners to apply to Booking.com’s program via Awin, a third-party affiliate network that manages numerous travel and hospitality programs. European users may alternatively be directed to Commission Junction (CJ).

“This isn’t so much a termination as it is a forced migration from Booking.com’s direct partner program to their program on the Awin affiliate network,” notes a Kosupa Travel blog, which published an analysis of the situation.

According to the blog, the transition requires significant technical adjustments for content creators. Partners must update all existing tracking links, adapt to Awin’s different tracking technology, learn new reporting interfaces, and prepare for potential changes to commission attribution windows. Payment schedules and thresholds on the new platform will likely differ from current arrangements.

Potential Financial Impact

While Booking.com does not explicitly detail commission changes in its notices, the company warns that the transition “might entail services and commission changes.” 

The Kosupa Travel blog suggests several potential adjustments, including possible restructuring of commission tiers, introduction of network fees, changes to performance incentives, and different currency conversion options for international partners.

Early reports from bloggers who have already transitioned suggest commission rates remain similar on Awin, though payment thresholds are higher.

Though not explicitly stated by Booking.com, the blog identifies several likely motivations behind the consolidation. 

Moving to an established network reduces the resources required to manage thousands of direct partnerships. The transition potentially allows Booking.com to reduce headcount, eliminate proprietary technology costs, and streamline payment processing. Affiliate networks offer tools that enable consistent policies, tracking, and more efficient program changes. Other major online travel agencies have already consolidated affiliate programs on networks.

Alternative Solutions

As travel content creators assess their options, alternative partnership models have emerged. Stay22, an official Booking.com partner, reports increased interest in its platform, which promises to maintain existing Booking.com links without manual updates.

“We’ve helped many creators keep their Booking.com links active with zero downtime and no manual updates,” states Ryan, Senior Marketing Manager at Stay22, in a Travel Massive forum post. He notes that Travelpayouts also confirmed its services remain unaffected by the changes.

Commenting on the development in a LinkedIn post, Videreo co-founder Tony Carne says, “Now more than ever is the time for a creator driven competitor to rise. A place where creators have a seat at the table in building things that specifically work for them and their billions of followers.” The company he co-founded with Adrian Villabruna helps create searchable storefronts for content creators, mainly in the travel and hospitality industry.

Affected partners are advised to take immediate action. The Kosupa Travel blog recommends applying to Awin promptly to avoid approval delays, downloading all historical performance data from Booking.com, documenting current commission structures for reference, and verifying pending commissions and payment information. Medium-term priorities include reviewing Awin’s terms and conditions, creating a systematic plan for updating links, and testing new tracking to ensure proper functionality.