Tripadvisor signs first hotel chains to Plus subscription service

Barceló Hotels, Millennium Hotels and Resorts and Pestana Hotel Group are the first hotel chains to join Tripadvisor Plus, offering exclusive rates and perks such as welcome gifts and dining and spa credits to subscribers of the new service.

Tripadvisor Plus launched to consumers in the United States in mid-June after six months in beta. Subscribers pay a $99 annual fee that gives them access to a variety of benefits such as special rates and perks from participating hotels, savings on car rentals from Hertz, discounts on tours, and attractions, alerts about flight deals and personalized travel tips via text.

Tripadvisor says Plus gives the three hotel group partners “an innovative new model of room distribution,” whereby they do not pay a commission fee to Tripadvisor for bookings made by subscribers, and they get access to all customer information for Plus reservations so they can communicate directly with those guests

Participating properties also get enhanced visibility and special badging on Tripadvisor to attract Plus members.

“Tripadvisor Plus is so attractive not just for the savings it offers savvy travelers, but also for the VIP perks that can help elevate their travel experience. That is exactly what these three partners will deliver, and we’re excited about the wide range of accommodations that will be available to our members,” says Kanika Soni, chief commercial officer at Tripadvisor. 

“Our partners clearly see the potential of Tripadvisor Plus to help reduce the burden of high online distribution costs. And with travel rebounding in the U.S., today’s news shows the momentum we are building with the program.”

Combined, the three hotel groups add nearly 500 properties to Tripadvisor Plus.

Barceló Hotel Group has more than 250 hotels in 22 countries marketed under the brands of Barcelo, Royal Hideaway, Occidental and Allegro hotels. Millennium Hotels and Resorts operates more than 145 hotels in 80 locations with brands including Grand Millennium, M Social, Copthorne and Kingsgate. And Pestana Hotel Group is a Portugal-based chain that owns and manages 100 properties across three continents. 

During Phocuswright Europe in late June, Soni spoke with Phocuswright’s Lorraine Sileo about Tripadvisor Plus and the concept of subscription programs for travel.

Watch the full interview below.