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The big question on every travel-affiliate’s mind is: With the recent financial crisis, what is in store for online travel industry for 2009?

On the surface, there are telltale signs of a difficult year for the travel industry. The Travel Industry Association's (TIA) latest survey predicts a drop of at least 1.3% in overall leisure travel in 2009. Corporate travel is already down due to  massive layoffs and economic contraction. There are visible signs of decline in the corporate and association meetings and group travel business. Regrettably, these declines are to be more manifest in 2009.

However, many experts see a silver lining in this gloomy outlook for the travel industry: the growing interest in the online travel sector. It is widely accepted fact that ventures in online travel sector, especially those with robust Direct Online Channel strategies, are the winners in economic downturns like this one. Early trends show that even with this expected decline in travel, online travel bookings in 2009 are projected to grow by 10.5% and reach $116.1 Billion (eMarketer), primarily as a result of the dramatic shift from the offline to online channel.

In 2009, the travel industry’s overall competitiveness and even survival will be determined to a great extent by how well it manages its Internet marketing and distribution efforts. In 2009, more than 55% of all travel bookings and up to 40% of all hotel bookings in North America will be generated from the Internet (eMarketer, HeBS), which represents a double-digit growth over 2008. Another third of hotel bookings will be directly influenced by online research, but booked offline. By 2010 the Internet will contribute over 45% of all hotel bookings in North America.

Furthermore, a 2008 McKinsey survey of 340 senior marketing executives worldwide reported that despite the decline in economic activity, 91% said they plan to maintain or exceed current levels of online advertising, and 55% were cutting traditional media, 'precisely in order to increase funding for online efforts.' The survey shines a light on what many marketing professionals already know. The intended and relevant audiences are online, at lower cost, and with measurable results.

With the industry strongly veering towards the online marketing channel, this spells better revenue prospects for affiliate marketing. Affiliates can expect more competitive offers, generous commissions, top corporate brands, proprietary creative and improved strategies. But the promise of better revenue would not come in silver platter. It is paramount that at this early stage, affiliates should have a crystal-clear understanding of what the best practices and latest trends are in Internet marketing in hospitality. What works, what doesn't, and why.

With the global trend of business migration from brick and mortar outlets to online merchant presence, partnering with the right campaign would be tricky task for most affiliates as well. The key in this crucial times of great opportunities is keep yourself informed and connected with the right people. Start frequenting those forums, reputable blogs and social networking sites so you can dig the best information that would translate to higher revenue returns for 2009.  And, now is the best time to start!

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