Hotel Chains’ New Direct-Booking Strategy? TripAdvisor Advertising
Photo Credit: Marriott partnered with TripAdvisor to let consumers book stays on TripAdvisor sites. But Marriott, as are other chains, is also telling TripAdvisor customers to book direct on the hotel's website for lower rates. TripAdvisor
Skift Take
In online travel and the lodging industry, as well as politics, astute observers follow the money. As it is with Marriott: The chain is using TripAdvisor 1) for bookings with lower-than standard online travel agency commissions and 2) to advertise even-lower-cost direct bookings on Marriott.com. Makes perfect economic sense.
One hotel chain, Marriott International, which participates in TripAdvisor Instant Booking, and one that doesn't, Hilton Worldwide, are now both using TripAdvisor's comparison shopping and booking features to persuade travelers through advertising to book direct on the hotels' respective websites.
In the case of Marriott, its advertising campaign in TripAdvisor's mobile app elicits some strange -- yet logical -- dynamics as Marriott competes against its own TripAdvisor-Marriott partnership. As you can see in the screenshot (below left), consumers can get a $149 rate for a stay at Marriott's Canyon Villas in Phoenix if they book the room on TripAdvisor with Marriott Vacation Club handling the booking and performing the customer service.
But you can also see at the bottom of the same screenshot a Special Offer, which turns out to be from Marriott. In the next screenshot (below right), Marriott Rewards
