Multimillion dollar TripAdvisor Business Listings expands with hotel special offers

tripadvisorelysianTripAdvisor Business Listings, which early this year began publishing hotels’ contact information and links to their websites, will soon expand into listing hotels’ special promotions.

The inclusion of special offers on TripAdvisor prime real estate will begin June 2 and coincides with a TripAdvisor special promotion of its own — a 30% discount on subscriptions to Business Listings.

“Whether you offer your guests a room discount or a free glass of wine, your special offer will put your property in front of thousands more TripAdvisor travelers,” TripAdvisor states. “You’ll get exposure on important, high-traffic TripAdvisor pages, including the first page of local hotel results.”

The expanding TripAdvisor Business Listings, introduced in January, already is a “multimillion dollar” business, says Dara Khosrowshahi, the CEO of parent company Expedia Inc. Khosrowshahi was speaking at the J.P.  Morgan Global Technology, Media and Telecom Conference in Boston May 18.

It’s an entirely new revenue stream for TripAdvisor, which until this year, had no links to the hotels’ websites on TripAdvisor’s thousands of property profiles and reviews.

TripAdvisor revealed that through late April nearly 12,000 properties had signed up for Business Listings.

One can only imagine that Business Listings will become a very substantial business for TripAdvisor. Consider that already it is making millions of dollars — yet such a small percentage of properties are taking advantage of it that it takes a lot of searching on TripAdvisor before you can find a property which is using it.

And, within each hotel listing where the property has not signed on for Business Listings, TripAdvisor states: “Do you represent this property? Add contact info to your listing.”

The following chart shows the annual subscription rates for Business Listings and the current discount being offered.


Hotels taking subscriptions can list their specials for free for a limited time, but in the future TripAdvisor likely will charge for them, upping the revenue stream some more.

Khosrowshahi cites the following positive trends regarding TripAdvisor:

  • TripAdvisor has a presence in 19 countries and international business is driving growth.
  • The CPM (cost per 1,000 impressions) business is growing domestically and internationally, and both travel and nontravel brand advertising [car sales etc.] is recovering.
  • CPC (cost-per click) advertising is stabilizing.
  • TripAdvisor is investing in new products — flight metasearch and the listings business — for new revenue streams.

Khosrowshahi says Expedia is considering acquisitions of advertising/media companies in Europe and Asia, which might fuel TripAdvisor’s further growth.

“Frankly, there aren’t that many players of size left,” he says, referring to possible media acquisitions. “We bought them all.”

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Dennis Schaal

About the Writer :: Dennis Schaal

Dennis Schaal was North American editor for Tnooz.



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