Travel guru TripAdvisor leans into subscriptions… but is it the right move?

Many brands are implementing subscription models to drive consistent revenues and boost brand loyalty.

Planning a holiday abroad? Check TripAdvisor first to avoid nasty surprises or research the best activities. Did you enjoy your food tour or homestyle bed-and-breakfast accommodation? Any smart host knows to ask for that crucial positive review on TripAdvisor.

TripAdvisor is counting on its reputation as the fount of community-reviewed travel knowledge to drive a new subscription play: TripAdvisor Plus. The service offers users extensive discounts from TripAdvisor’s vendor partners, for a buy-in cost of US$99 annually.

After an undoubtedly rough 18 months for the global travel industry, Stephen Kaufer, President & Chief Executive Officer of TripAdvisor, is now looking...

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