TripAdvisor has launched cost-per-click TripConnect, enabling Business Listings subscribers to participate in Hotel Price Comparison, which it says will help drive direct booking opportunities for independent hotels and B&Bs.
The function, which was previously only available to online travel agents and hotel chains, will enable independent hotels and B&Bs to add their own room rates and availability so travellers can click directly through to the property’s own website to make a booking.
TripConnect is a cost-per-click solution, which means that participating hoteliers pay when a traveller clicks through to their website.
The service complements the recent launch of Hotel Price Comparison, which allows visitors to TripAdvisor sites to see real-time room rates and availability from various booking partners at the same time. The visitor can now click on the search results link of their choice, be it the hotel itself or an OTA, and make their reservation.
TripAdvisor VP of direct connect solutions Jean-Charles Lacoste said: “It’s a unique way we can use technology to level the travel accommodation landscape, placing small and independent properties on an equal footing with large hotels and online travel agencies.
“TripConnect is designed to help independent owners drive more direct bookings and increase revenues, as well as collecting more reviews and tracking performance,” Lacoste added.
Independent hotels and B&Bs that subscribe to TripAdvisor Business Listings can simply place a bid that reflects their budget. They can bid for a favourable position in the Hotel Price Comparison rankings by choosing how much they wish to pay per click.
In order to participate, hoteliers and B&B owners must also work with an internet booking engine that partners with TripAdvisor in providing TripConnect.
More information can be found at www.tripadvisor.com/tripconnect or via TripAdvisor Insights.