SINGAPORE, 9 March 2021: Tripadvisor announced Monday a new
paid membership programme for travellers branded Tripadvisor Plus that allows
hotels and B&B to post deals with zero commissions and no up-front fees.
Following a trial run in the US, the Tripadvisor Plus
rollout in the Asia Pacific region will begin in stages later in the year.
Travellers will pay an annual fee of USD99 to join
Tripadvisor Plus that unlocks insider savings, personal service, benefits and
perks (such as a free bottle of wine upon check-in, room upgrades when
available or spa credits). The deals
badged ‘Tripadvisor Plus’ are visible to all Tripadvisor browsers, but only
Tripadvisor plus subscribers can book them. Hotels continue post rates for both
Tripadvisor browsers and Tripadvisor Plus subscribers.
According to Tripadvisor’s sale pitch, hotels and B&Bs
can expand their visibility and reach “a ready-to-book, high spend traveller
audience by participating directly in Tripadvisor Plus”.
Hotels receive special badging and increased visibility on
the Tripadvisor platform, helping them to stand out from the competition and
increase bookings at a lower cost than traditional channels.
The programme is free for hotels to join, with no upfront
costs and zero commission rates, which could save up to 30% per booking on
commission fees while significantly reducing third party costs.
Tripadvisor is counting on them passing on some of those
savings to guests via discounts and perks. Hot
Discounted room rates available via Tripadvisor Plus can
only be viewed by Tripadvisor members and can only be booked by Tripadvisor
Plus subscribers, ensuring those rates are not widely available on the open
internet, thereby preserving a hotel’s rate integrity.
By participating directly in the programme, Tripadvisor Plus
hotels get full access to all of the customer information from each
“Tripadvisor Plus is a game-changer for both travellers and
hoteliers,” said Tripadvisor chief
commercial officer Kanika Soni. “Travellers get to enjoy special perks and
discounts – and hotels have a brand new way to attract valuable guests while
avoiding hefty third-party commissions.”
A beta version of Tripadvisor Plus launched in December 2020
to a small slice of Tripadvisor’s traffic in the US and will soon become
available to all US travellers with additional markets to follow later.