Affiliate marketing is often presented as a fair way to reward bloggers and content creators for generating sales. But how reliable is the system in practice? A personal Christmas shopping test we recently conducted sheds a shocking light on the shortcomings of the current model. Several travel bloggers confirm that they have had similar experiences.
The test: 27 gifts, 6 web shops
During the holidays we put this to the test. Together we purchased 27 gifts via affiliate links. We used six different webshops and made sure that the links were 'clean' - no cloaked or modified URLs. The vast majority of these purchases were made via links from Tradetracker and Bol.com. The goal was to gain insight into the reliability of affiliate tracking and the actual registration of sales.
The results
The numbers speak for themselves:
- 27 purchases made through affiliate links.
- Only 8 transactions (29,63%) correctly registered.
- 19 transactions (70,37%) not registered despite clean links and proper process.
This means that a vast majority of transactions were simply not tracked or recorded correctly. Despite proper execution, the reward was missing.
Broader problem: experiences of other travel bloggers
Several travel bloggers were asked about their experiences with affiliate marketing around Christmas. About 15 bloggers contacted me and independently indicated that they had similar experiences. Their findings confirm my test: affiliate links often no longer work as promised. Many transactions are not registered and bloggers therefore do not receive the right reward for their efforts.
These shared experiences point to a structural problem within the affiliate system. It is clear that this is not due to coincidence or occasional technical errors.
What's going wrong here?
These results raise a fundamental question: how can we trust a system where transactions are not recorded correctly? There are several possible causes:
- Technical errors: Tracking pixels or cookies that do not function properly.
- Conscious manipulation: Web shops or intermediaries that do not correctly report sales.
- Cookie policies: Restrictions due to new privacy regulations, such as short cookie duration.
Whatever the exact cause, the result is clear: the current affiliate model is unreliable and harms bloggers who depend on this revenue.
The impact on travel bloggers
For travel bloggers this is a serious threat. Affiliate marketing is a widely used source of income in our industry. If a large part of the sales is not registered, our efforts are structurally undervalued. This not only undermines our income, but also the trust in the system.
Time for change
It is essential that we as a group of travel bloggers think about alternatives to the current model. Here are some options:
- Pay per click (PPC): A fixed amount per click on a link, regardless of whether a sale is generated.
- Fixed fees: Instead of depending on sales, work with a pre-agreed fee for promotion.
- Direct partnerships: Collaborations with companies without the intervention of affiliate networks, where agreements are transparent.
A call to action
As a group of travel bloggers, we have a collective responsibility to advocate for fair remuneration models. This is not only in our own interest, but also to safeguard the integrity of our profession. The shared experiences of multiple bloggers show that change is necessary.
In a time when big tech giants like Meta and Alphabet are making billions in profits, the personal value of the individual content creator seems to be fading into the background. Yet hundreds of bloggers in the Netherlands earn their income by creating valuable, unique and relevant content. They often do this with passion, creativity and a strong bond with their audience.
By collaborating with bloggers, you not only support the creators themselves, but you also invest in a diverse media landscape where quality and authenticity are more important than quick clicks. For shareholders of large platforms, it doesn't matter what you do, as long as you pay the bill. But for the blogger, your collaboration is often essential to continue their work and thus also bring your message to the right audience.
We therefore invite all travel bloggers and advertisers to join the discussion on this topic. Together we can send a strong signal and force changes that strengthen our position.
Do you have experiences with lost affiliate revenue? Or ideas on how we can be stronger as a group? Let us know via the community or contact us. Together we can work towards a fairer system.
About the author
Chris is the initiator of the Dutch Travel Bloggers Community and has years of experience as a travel blogger and marketer. With his platform www.dutchtravelbloggers.com he is committed to transparency and fair cooperation within the travel industry.
