Emirates has won Gold in the inaugural Best Travel, Leisure & Experience Campaign_ category at the 2026 Global Performance Marketing Awards.
Emirates was recognised as the first-ever winner of the Best Travel,
Leisure & Experience Campaign award for its work to transform its
affiliate marketing programme in Asia Pacific (APAC) – one of the
world’s most competitive travel markets where online travel agencies,
airlines and travel agents all compete for the same affiliate partners.
The airline rebuilt its affiliate marketing programme by shifting from
broad publisher volumes to a refined partner base that works harder
without sacrificing efficiency, strengthening direct relationships, and
focusing on investments that delivered the greatest impact, along with
expanding into new affiliate partner categories. As a result, the
airline’s revenue growth from performance marketing in APAC rose 31%
in a single year.
At Emirates, performance marketing operates as a strategic engine for
customer growth, not only as a marketing channel. An internal team of
specialists combine channel expertise with advanced analytics,
attribution, customer insights and rich first-party data, and keep a
consistent focus on driving incremental revenue, customer quality and
lifetime value.
Boutros Boutros, Executive Vice President, Corporate Communications,
Marketing & Brand for Emirates Group, said: “We’re proud to be
recognised at the Global Performance Marketing Awards. This accolade
underscores the team’s commitment to deliver real value for our
customers and for the business. Performance marketing is a fundamental
commercial growth driver for Emirates, and the team’s rigorous,
data-led approach combined with smart automation, delivers substantial
value back to the business. Their success is driven by clear strategy,
well-defined objectives and disciplined execution, and we’ve improved
both the quality of our bookings and revenue outcomes in APAC. It’s a
win-win, and congratulations to all the teams involved.”
Emirates’ performance marketing at a glance
- A core team in Dubai covers affiliate marketing, paid search and
metasearch, supported by over 60 digital marketing colleagues and
hundreds of partners globally. Together, these three channels delivers
more than a third of new customers acquired through emirates.com. - The team manages strategy and execution for more than 5,000
always-on campaigns worldwide across search engines, flight search
websites and affiliate marketing partners. Big data from partners powers
this always-on engine and guides strategic investment decisions
supporting more than 4,000 routes in 80 markets. - High levels of automation and strict processes allow the team to
operate at this scale while keeping decisions consistent, with dedicated
specialists across each discipline ensuring best-in-class execution and
governance.
Exclusive partnerships enable Emirates to bring industry-first and industry-leading advertising solutions to market.
The Global Performance Marketing Awards recognise work that drives
measurable growth across performance and partnership marketing, and
represent the collaborative efforts of brands, agencies, publishers and
technology platforms. Entries are scored independently by multiple
senior judges from brands, agencies and publishers across the industry,
assessing each entry on strategic clarity, quality of execution,
partnership collaboration and measurable commercial impact.
