7 Takeaways From Tripadvisor’s Confidential Pitch Deck to Hotels
Photo Credit: Tripadvisor is pitching hotels to participate in its new subscription plan, TripAdvisor Plus. Pictured is a Tripadvisor video, 'There's Good in New York.' Tripadvisor
Skift Take
It's hardly an accident that Tripadvisor is transitioning toward a direct-to-consumer business model after years of Google's hotel-comparison search eating into Tripadvisor's business.
Tripadvisor is in the midst of a huge transition, making it a priority to "reinvent" its revenue sources with a tilt toward a direct-to-consumer business model.
The uninitiated may be very confused about that effort, which was emphasized in a confidential Tripadvisor pitch deck to hotels obtained by Skift. The deck was about the review site's new Tripadvisor Plus subscription program.
Doesn't Tripadvisor already operate the most-visited travel and tourism website in the world with 95.4 million consumers visiting in February, when paid marketing was largely tamped down, according to SimilarWeb?
Yes, but apart from being the merchant of record for tours and activities' bookings, Tripadvisor has made most of its money over the last two decades on being a business-to-business marketing channel for online travel agencies, hotels and restaurants. That included its price-comparison, or metasearch, business, pop-under and display advertisements, as well as other sponsored placements a
