TripAdvisor is a few months into their “pay to display” contact information with enhanced business listings and the tactic (at least early in it’s implimentation) has to be recognized as a failure.
For those in the industry who can’t afford to pay for displaying contact information (the service starts at $600/yr for properties with less than 10 rooms) the news that most have opted to not sign up is good.
Just 13% of accommodation businesses have listed with TripAdvisor , despite numerous invitations by email from the company to sign up.
With so much business being derived from TripAdvisor, TripAdvisor must have thought the enhanced listings would have been an easy sell to hoteliers when we first heard about the service this past November.
Offered to early subscribers at 50% off and still being flogged to hoteliers at 30% off, it is hard to believe that those who (like me) scoffed at the idea of paying to display contact information, will pony up even more cash for the opportunity. After all, other tourism businesses like restaurants get a free ride – what’s with hotels having to pay? It is hard to believe that as TripAdvisor moves to a pay full price model for the service that more hotels will be inclined to get on board.
As for the early adopters who got the steep discount on signing up, do you feel you are getting value from your enhanced business listing?
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