TripAdvisor is piloting a series of new prominent advertising spots on some of its most important pages on the site.
Visitors landing on one of TripAdvisor's city pages, for example, will now see a paid-for placement from a partner, ahead of its "natural" listings.
The spot is slightly shaded and is labelled "Sponsored".
Each paying advertiser will get the existing pricing and date functionality as shown on other listings.
If a user chooses to enter their preferred dates and clicks "Show Prices" they will be redirected to the hotel's page on TripAdvisor (as users would be when using the same functionality on organic listings), with deals then given from existing, paying partners such as online travel agencies.
TripAdvisor also remembers the dates last used for a search, so when a user goes back to a city page it then provides "Sponsored" deals for those dates in the same position as the ad units originally provided by a hotel.
The initial placement from hotels is being organised by way of tapping into TripAdvisor's Business Listings, a programme which gives property owners a larger degree of control over how their content is displayed on the site.
But the secondary placements, when dates are added by the user, can feature content from other advertisers who have a rate deal with the property, such as Booking.com.
TripAdvisor says subscribers to its Business Listings have "always been able to post customisable Special Offers, which are displayed on high visibility pages across the site".
However, it confirms it is testing new displays on the site "to ensure we're delivering the best possible experience for our users", including ads emanating from members of its Business Listings prgoramme.
An official continues:
"These displays are always clearly distinguished from the general ranking on TripAdvisor - in the current display which began testing recently, the Business Listing special offer placed at the top of the destination page is marked as 'Sponsored'.
"The sponsored Special Offer placement is on constant rotation, displaying listings that have an active Special Offer from the relevant destination."