Tripadvisor rolls out subscription product

US: Travel platform Tripadvisor has introduced Tripadvisor Plus to the US, a $99 annual subscription service for consumer deals and perks at select hotels, with plans to officially roll out Plus during the first half of 2021.

The new membership program is currently in beta testing, and is only taking place in the United States. Tripadvisor intends to officially launch the product this year with a planned rollout to additional English-speaking markets.

Tripadvisor’s CEO Steve Kaufer revealed details of the program on the company’s fourth-quarter earnings call. Right now, Traveller’s can receive discounts and deals at more than 100,000 hotels, with the target audience comprising those who typically take more than one trip each year.

Kaufer said: “We are changing the model whereby folks like Tripadvisor would ordinarily take the commission on the hotel sale and we’re… saying instead of paying us, let’s offer that discount directly to the consumer. 

“When you add the value of the perk and you add the value of the discount it becomes something pretty compelling for the consumer… and something that’s well within the availability of the hotelier to offer that package at the same or better travel distribution cost as they go to for other channels.” 

He also explained that Tripadvisor is not signing hotels with long-term contracts, and the partnership does not require a property guaranteeing a discount on every room. The distribution channel can adapted to meet a property’s needs.

Further information about Tripadvisor Plus can be found here.

Along with developing Tripadvisor Plus, in 2021 the company will also focus on improving its hotel B2B services and assessing opportunities in experiences and dining. 

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