Tripadvisor is rolling out “Tripadvisor Rewards” in the United States.
Offered through the Tripadvisor app, the free loyalty program will give members the chance to earn 5% back in “Trip Cash” on hotel and experience bookings. It also offers a 1:1 dollar redemption ratio for future in-app bookings.
Tripadvisor said members can use any amount of their Trip Cash on any given booking. Members can also earn personalized “bonus rewards” based on individual activity, which might be offered through “surprise and delight” moments or through interactive challenges.
“Tripadvisor Rewards is one of several strategic moves we’re making to build more direct, habitual relationships with travelers,” said Kristen Dalton, president of Tripadvisor. “It’s not just about driving incremental bookings, it’s about repositioning Tripadvisor as the first place travelers turn to when they begin planning.”
Subscribe to our newsletter below
Dalton said Tripadvisor Rewards will be improved over time based on member feedback.
Currently, users are automatically being opted-in to the program. Tripadvisor said global expansion is on the table.
CEO Matt Goldberg mentioned the upcoming rewards program on Tripadvisor’s second quarter earnings call last week while discussing the company’s progress with app engagement.
Tripadvisor is "driving more members directly to our app, which is the fastest growing part of our audience,” he said at the time.
"We like the economics of these members: While still a small portion of our total volume, as they scale, they will reduce our reliance on paid channels and their ARPU continues to grow by double-digits year over year,” he said.
Goldberg said the app will reward engagement for members of the program.
"The more travelers interact with the app, the more benefit they receive,” Goldberg continued on the call. “Trip Cash accumulates while planning, booking and offering guidance to other travelers, rewarding their role in the community as well as their bookings across both hotels and experiences.”
Goldberg and Pepijn Rijvers, Viator president, sat down with Mitra Sorrells, senior vice president of content for Phocuswright/PhocusWire, to discuss the company’s artificial intelligence strategy, customer acquisition and its mobile app at Phocuswright Europe in Barcelona.
Watch the full discussion below:
From Inspiration to Action - Tripadvisor's Strategic Shift