Emirates has strengthened its position in the global aviation industry after winning Gold at the 2026 Global Performance Marketing Awards, highlighting the airline’s growing use of digital technology and data-driven strategies to attract passengers and increase direct bookings.
The Dubai-based carrier was named the inaugural winner of the Best Travel, Leisure & Experience Campaign category for transforming its affiliate marketing programme across the Asia-Pacific (APAC) region, one of the world’s most competitive aviation and travel markets.
The airline recorded a 31 per cent increase in revenue from performance marketing in APAC within a year, following a strategic overhaul that prioritised stronger partnerships, targeted digital campaigns and more efficient marketing investments.
The achievement highlights how airlines are increasingly turning to digital platforms, online travel agencies, flight comparison websites and affiliate partnerships to compete for passengers, expand their market reach and strengthen direct sales channels.
Emirates revamped its affiliate marketing strategy by moving away from high-volume publisher networks towards a more selective portfolio of partners capable of delivering higher-quality customer engagement and stronger commercial returns.
The strategy also involved building direct relationships with affiliate partners, expanding into new partnership categories and directing investments towards channels with the greatest potential to generate incremental revenue.
For the aviation sector, the results demonstrate the growing importance of performance marketing as airlines seek to improve customer acquisition, optimise distribution costs and generate more bookings through their own digital platforms.
Boutros Boutros, Executive Vice President, Corporate Communications, Marketing and Brand at Emirates Group, said the recognition reflected the airline’s commitment to using data and technology to deliver measurable commercial results.
“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,” he said.
He added that the airline’s data-led approach, supported by automation and disciplined execution, had improved booking quality and revenue performance across the Asia-Pacific market.
Emirates operates a central performance marketing team in Dubai covering affiliate marketing, paid search and metasearch, supported by more than 60 digital marketing specialists and hundreds of partners worldwide.
Together, the three marketing channels account for more than a third of new customers acquired through emirates.com, underlining their contribution to the airline’s global passenger acquisition strategy.
The team manages more than 5,000 always-on campaigns across search engines, flight comparison platforms and affiliate marketing networks. Its operations draw on data from partners to guide investment decisions across more than 4,000 routes in 80 markets.
Automation and specialised teams enable the airline to manage campaigns across multiple markets while maintaining consistency, performance monitoring and governance.
The airline also leverages exclusive partnerships to introduce differentiated advertising solutions, strengthening its ability to reach travellers at different stages of the booking journey.
Emirates’ latest award comes amid an increasingly competitive global aviation market, where airlines are investing in digital distribution, customer analytics and personalised marketing to improve passenger acquisition and revenue generation.
The 31 per cent growth in APAC performance marketing revenue demonstrates the commercial potential of integrating digital innovation and strategic partnerships into airline operations, as carriers seek more efficient ways to compete for international travellers.
