TripAdvisor wants to become a partner in hotels booking direct initiatives
TripAdvisor CEO Stephen Kaufer wants hotel chains such as Hilton, Marriott, Hyatt, and InterContinental Hotels Group to offer their special, book-direct rates for loyalty program members on TripAdvisor.
It’s not a huge surprise that TripAdvisor wants to offer hotels’ lowest rates either through TripAdvisor metasearch, which sends leads to the hotels’ website, or through TripAdvisor Instant Booking, which has consumers completing their bookings right on TripAdvisor.
But it likely won’t be happening anytime soon because the whole point of hotels offering lower rates for loyalty program members is they want guests to booking directly on their own websites and not through an intermediary such as TripAdvisor or Expedia, for example. Hotels can thus encourage repeat visitors, boost their loyalty programs and don’t have to share revenue with TripAdvisor or an online travel agency partner.
Still, in TripAdvisor first quarter earnings call, Kaufer asked whether there was a business model that would enable TripAdvisor to get hotels’ special, book-direct rates.
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