Skift Take
Jetsetter is desperately trying to imitate market competitors with its new "collections" branding of participating hotels. The site may still have an identity issue, though, as it balances its flash sales offerings while trying to simultaneously become a lifestyle brand.
Jetsetter and some of its partner hotels insist flash deals still have a place as online booking option, though their popularity dimmed as the recession waned.
Hotels don't necessarily rely as frequently on limited-time flash deals to fill rooms in 2015 as overall global travel increases and room demand climbs. This has left TripAdvisor's Jetsetter grappling with ways to remain relevant when many hotels don't see flash sales as attractive options.
Jetsetter offers consumers hotels that are curated and reviewed by its editorial staff and several years ago branched out beyond flash sales into retail-price hotels.
Last month, the site introduced new "collections," or categories, which change how hotels are grouped on the site and presented to users.
Jetsetter now somewhat ambiguously designates hotels as "Royal," "Posh," and "Brilliant," as it seeks to enhance its connection with luxury travelers, but will these collections actually make any difference?
Is It Royal or Posh?
"I’m not so sure this naming structure is as intuitive as perhaps it may have been conceived," says Henry Harteveldt, founder of Atmosphere Research Group. "The consumer won’t understand the difference between 'Royal' and 'Posh.' I don’t understa
