Tripadvisor CEO May Revamp Plus Membership Program
Photo Credit: Tripadvisor wants to improve its app, and make other changes to the services it offers consumers. Flickr / Anthony Quintano
Skift Take
Tripadvisor hasn't made any decisions about Tripadvisor Plus, but the traveler membership program may reemerge in a different form.
Tripadvisor is considering revamping its Tripadvisor Plus membership plan, turning it into a free service in its initial stages, and then figuring out a more meaningful path to monetize it at some point later.
CEO Matt Goldberg, who replaced longtime boss Steve Kaufer on July 1, said his team didn't want to come in and just end Tripadvisor Plus, and is mulling ways to potentially save the program, although no decisions have been made.
The subscription plan, which has a $99 annual fee and offers cash back or discounts on hotel stays and other products, bec
