Hotel brands drive incremental direct bookings using multiple Tripadvisor products

The challenge: Growing revenue with more direct bookings

Over the past year, several of our hotel partners sought to measure and better understand the impact of leveraging multiple products on Tripadvisor. The goal was to discover how many incremental or additional bookings they might receive via their direct booking channels as a result. In this study, we’ve aggregated performance insights from a group of our partners in order to quantify the results.

Already bidding on Tripadvisor Metasearch, our hotel auction product, and promoting hotel listing pages with Sponsored Placements, these partners required a strategy for driving even more volume. With success measured against metrics like lift in clicks to hotel websites, bookings and overall return on ad spend, a data-driven approach was needed to meet their goals.

Solution: Winning with Sponsored Placements, Meta and Business Advantage combined

Separately, Tripadvisor products drive a number of outcomes with a variety of tactics. Together, they offer a full-funnel solution to reach travelers as they browse hotels, consider their options and ultimately book their stays. Our partners added Business Advantage to their existing Metasearch and Sponsored Placements subscriptions to assess and measure incremental results.

Promote yourself across Tripadvisor and increase visibility using Sponsored Placements

Sponsored Placements help increase exposure and awareness of your properties with highly visible ads in Tripadvisor search results. By leveraging the product, hoteliers are able to reach travelers who may not have otherwise found their listings, through premium ad placements that deliver when traveler search dates align with property availability.

Influence traveler booking decisions with elevated hotel direct pricing using Metasearch

Metasearch shows rates and availability for an accommodation on hotel list and detail pages. With our Metasearch product, hotel partners benefit from having their competitive direct room rate in a highly visible location among Online Travel Agency offers.

Stand out from the competition to win incremental bookings using Business Advantage

With Business Advantage, our hotel partners access attention-grabbing listing enhancement features like favorite photos and videos as well as purchase-driving features like special offers and direct contact links at the top of their listing.

Note: Hoteliers on Tripadvisor who leverage media features, to showcase the best of their properties, tend to see way better results:

Results

Leveraging A/B test methodology across a test group and a control group, the hoteliers in the test group saw the following incremental results by adding Business Advantage to their existing Metasearch and Sponsored Placements subscriptions:

In summary, our products work hard on their own, but they work even harder together. With this approach, hoteliers are able to influence traveler booking decisions as they browse and plan their trips with Sponsored Placements, as they consider their options using Metasearch, and finally as they’re ready to book with Business Advantage.

*ROAS based on Sponsored Placements for Enterprise hotels.

Want to learn more? We’d love to hear from you.