Tripadvisor
is looking to long-term financial gains with the launch of its traveler subscription program.
Tripadvisor Plus
, which launched in beta last December and is now open to hotels worldwide, provides hotels and bed & breakfasts with a further channel to market, according to the reviews giant.
The initiative offers additional visibility for accommodation players that participate as well as reduced distribution costs compared to the traditional commission fees.
Properties signing up to Tripadvisor Plus receive badges and increased visibility on the Tripadvisor platform, highlighting them from the competition and helping them to attract bookings.
The company says its research shows hotels signed up to Tripadvisor Plus receive 20% more click to their property page on the platform.
Ernst Teunissen, chief financial officer of Tripadvisor, believes that while the company already represents an attractive distribution channel for hotels who want to tap into its audience, this is further enhanced by the subscription service.
Speaking at the J.P. Morgan conference last week, he said Tripadvisor Plus was an addition to its ongoing push towards a more diverse revenue mix.
“It’s yet another and long-term pretty substantial addition to that diversification effort. Part of the reason why we’re excited about that offering is that if we could even convert a small percentage of that engaged traffic that could be a very very meaningful long-term growth opportunity and recurring revenue opportunity for us.”
The initiative is free for accommodation suppliers to join while travelers can sign up for an annual membership fee of $99 and get access to savings as well as other offers.