“The concept of TripAdvisor Plus (offering subscribers a discount and other benefits, which do not affect the integrity of public rates) is certainly not a novelty in online distribution, seeing as this is done by OTAs and other wholesalers. It is certainly an initiative aimed at reviving the TripAdvisor brand following years of decline and losses, exacerbated by the pandemic.
As far as I can see, there are no contraindications to this initiative, as there are no fixed costs and commissions, and the only required “cost” is the granting of a discount (however opaque) and other benefits, so there is no harm in trying. And this is the best time to experiment.
It is much too early to say what sort of impact it will have on performance, both because demand has not yet returned to normal levels, and because there are still some selective criteria for hotels to be eligible for the program.
But in general, like all experiments, results must be measured after a certain period of time, and it will be important to take stock of not only the conversion rate and how much it has yielded in terms of direct production, but also how much it may have subtracted from other channels, and then make a final overall assessment.”