Tripadvisor to Launch Its First Subscription Plan for Travelers
Skift Take
Has Tripadvisor finally come up with a subscription plan for consumers that would enable it to differentiate itself from competitors and to more effectively compete with consumers? One challenge would be to get hotels to offer perks when many may see Tripadvisor's offering as clashing with their own loyalty efforts.
Tripadvisor has long attracted subscription revenue from hotels and restaurants, but it is poised in the next few months to launch its first subscription program for consumers.
During the company's third quarter earnings call Friday, CEO Steve Kaufer said the subscription plan would offer discounts to travelers for hotels and attractions, and it would also be able to deliver special perks and experiences during the trip.
Although plans aren't finalized, Kaufer said the program may call for discounted and opaque hotel offerings behind a paywall such as Priceline and Hotwire long have offered.
From Tripadvisor's Q3 shareholder letter: "Within the next few months we intend to start rolling out a new subscription-based, direct-to-consumer offering that enables us to serve travelers in a whole new way and help them get more value out of their travel experiences. Subscribers will be able to access valuable deals and perks across tens of thousands of top-ranked hotels as well
