Can TripAdvisor Plus change the face of travel? | WARC | The Feed
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Can TripAdvisor Plus change the face of travel?
Many brands are implementing subscription models to drive consistent revenues and boost brand loyalty – but with mixed results. Could TripAdvisor’s new subscription service be a bellwether for the post-COVID era in the travel category?
Why it matters
TripAdvisor is counting on its reputation as the fount of community-reviewed travel knowledge and tourism industry connections to drive its new subscription play: TripAdvisor Plus. However, not all hotel chains have been keen to participate, wary of the impact of long-term discounting and inconsistent pricing across booking channels and the brand’s CEO has acknowledged progress has been slower than hoped.
However, he...
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