Trip Advisor launches new travel subscription offering

At a time when subscriptions are popular, from retail to streaming, the travel platform is now offering a travel booking subscription

Trip Advisor has launched a new subscription offering, Tripadvisor Plus, aimed at travellers who want to get access to discounts, personalised service, upgrades and other benefits for an annual membership fee of US$99.

Like Amazon Prime and eBay Plus, the travel booking platform wants to appeal to customers willing to pay a premium for insider discounts and perks.

The program is free for hotels to join, with no upfront costs and zero commission rates, and Tripadvisor Plus hotels receive special badging and increased visibility on the Tripadvisor platform. Tripadvisor Plus launched in beta in December 2020 to a small slice of Tripadvisor’s traffic in the United States, and will soon become available to all US travellers with additional markets to follow.

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. And by participating in the program, Tripadvisor Plus hotels get full access to all of the customer information from each reservation. 

Tripadvisor communications manager, Asia-Pacific, Krystal Heng, noted there’s a notable void for an affordable, high-value subscription offering in travel at a time when subscriptions service for retail, music and video are popular.

“Tripadvisor is uniquely positioned to fill that void given our scale as the world’s largest travel platform and the trust we retain among a highly engaged set of travellers,” Heng told CMO.

“We’re fortunate as a brand to have a really loyal, highly engaged set of users, and so we wanted to create a truly compelling offering that would serve their trip planning needs. The Tripadvisor Plus model, on a platform of our scale, is something truly innovative in the travel sector and what is so great about it is that it is a win-win for both travellers and hoteliers alike."

For hotels,Tripadvisor Plus helps them reach a highly valuable customer segment. On average, Tripadvisor Plus subscribers spend more and stay longer than non-subscribers, Heng noted. Hotels can then market directly to guests after their stay, and opt in and out of discounting at any time as occupancy levels change.

As the world’s largest travel booking and information platform, the brand’s mission is to help everyone become a better traveller, from planning to booking to taking a trip.

“Our marketing strategy reflects that mission and purpose - it’s all about showcasing the travel guidance that helps travellers throughout the trip planning and booking process, whether discovering great places to stay, things to do, or where to eat,” Heng said.
 
The brand sees Tripadvisor Plus is a natural extension of its platform, giving engaged travellers the opportunity to boost their travel experience via savings and perks. “Since launching in beta to travellers in the US, we’re already finding that the value of the savings Tripadvisor Plus subscribers can access on a single booking can often exceed the cost of the annual subscription, making it a ‘no-brainer’ for consumers to sign-up,” Heng explained.

The brand is taking a staged approach to scaling Tripadvisor Plus worldwide. The brand knows that building a strong subscription business takes time.

“But we're excited and confident it’s strong consumer proposition that will resonate globally and our large audience and influence uniquely positions us to capitalise on this opportunity,” Heng added.

Make sure you don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in