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Online Travel

Behind Tripadvisor's Bet on a Subscription Model for a Pandemic Recovery

Reem Abdellatif

Photo Credit: Tripadvisor's chief experience and brand officer Lindsay Nelson spoke to Seth Borko at Skift's Online Travel and Distribution Summit. Tripadvisor

Skift Take

Even before the pandemic, Tripadvisor faced many challenges monetizing its user base. The travel platform is now turning to more user-friendly subscription models to change that. But will it be able to meet the evolving demands of travelers in a post-Covid world?

Tripadvisor, which just launched a new travel membership program, Tripadvisor Plus, is going all in when it comes to enhancing subscription travel services as its product strategy evolves in a post-pandemic world. The new beta offering costs about $99 a year and allows for savings on 100,000+ hotels, 10 percent of anything booked in the Tripadvisor Experiences Store, and other perks like early check-in at hotels. “With the introduction of Plus, we’re doing a ton of merchandising. The strategy is around how do we make it easy for you to find hotels that participate in Plus, how does Tripadvisor make the overall retail shopping experience as natural as possible,” said Lindsay Nelson, Tripadvisor’s chief

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