The OTA’s mass termination of affiliate partnerships signals a broader shift in how major OTAs engage with content creators
May 26, 2025
In a sudden and sweeping move, Booking.com has terminated direct affiliate partnerships with numerous content creators and travel bloggers, effective June 20, 2025. The company cited a change in strategic focus, encouraging affected partners to reapply through the third-party network Awin. This decision comes at the start of the crucial summer travel season, leaving many creators scrambling to update content and preserve income. The shift underscores growing tensions between major OTAs and the content creator community amid broader changes in the affiliate marketing landscape.
Key takeaways
Strategic termination of affiliate partnerships
- Booking.com is ending direct affiliate agreements with many travel content creators.
- Affected creators received 30-day notice emails citing a strategic realignment.
- Creators can reapply through Awin, suggesting a forced migration to that platform.
Smaller creators hit hardest
- The move primarily affects affiliates earning less than €1000/month.
- Many bloggers report lost revenue on years’ worth of optimized content.
Poor timing for content creators
- The June 20 cutoff hits just before peak summer travel season.
- Creators now face the urgent task of replacing thousands of links.
Broader context of industry disruption
- This follows similar moves by competitors like Expedia, which is experimenting with AI-powered tools to replace user-generated content.
- Bloggers are facing increasing challenges: lower commissions, algorithm changes, AI competition, and tracking issues.
Community frustration and lack of clarity
- Creators on LinkedIn and Reddit expressed confusion and disappointment.
- Booking.com has not provided further details beyond the termination email.
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