“TripAdviros Plus is one more possible shelf for the hotel, and under the premise that hotels know their customers, it is always positive to be available in the most varied channels. Especially in recent months with the pandemic, any low-cost, commercially sound strategy is a good one, and Trip Plus serves that purpose, I believe.
Nevertheless, there are few suggestions here: for hotels that unwaveringly practice rate parity, they must make sure there are incentives parity as well. Opaque rates with add-ons should match opaque rates in other channels, with the same add-ons.
RM teams also need to guarantee that the guests’ contact information is collected for marketing and data analysis purposes, which TripAdvisor vows to deliver. Revenue managers also need to monitor it closely, as it is a metasearch and main channel, for eventual price discrepancies.
The final keyword is measuring. Leaders should measure newly adopted channel production more frequently and attentively. Also, when that practice is combined with a closer relationship with the Marketing Manager, they will allow professionals to better understand the tool’s potential and give them the confidence to decide whether to continue or stop – and it’s okay to stop!”