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Online Travel

Tripadvisor Bets Subscriptions Will Foster Resilience in the Travel Industry

Sean O'Neill photo
Sean O'Neill
Hotel Normandie in Los Angeles source hotel Hotel Normandie

Photo Credit: Hotel Normandie in Los Angeles has been an early participant in Tripadvisor Plus, where it offers freshly baked cookies to members who book via the subscription program. Hotel Normandie

Skift Take

Access, curation, and creating value for both consumers and suppliers are critical to the success of Tripadvisor's new subscription product, says a top executive. The company's still working out the kinks with Tripadvisor Plus, but the early word is promising.

Tripadvisor believes its new subscription product could become a new business line generating more than $1 billion a year. But that will likely only happen if the company can make the program about more than just a mechanism for consumers to get discounts on hotels, experiences, and other travel offerings. That was the word from Brad Soroca, Tripadvisor's vice president of marketing and business development and general manager of direct to consumer, when speaking about the effort on Wednesday at Skift Live's Loyalty and Subscription Summit. Tripadvisor is testing a su

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