Should hotels invest in TripAdvisor’s PPC program?
February 22, 2012 | Hotel Marketing
Like with Google Hotel Finder, you can now distribute your hotel rates directly with TripAdvisor and compete with Expedia & Co. for the final booking. This article takes a closer look at what you can expect from TripAdvisor's PPC program in terms of bookings and cost-of-sale.
Your direct rates, your hotel’s website rates, can now appear on Tripadvisor dealing face to face with intermediaries such as booking.com and expedia.com. Should you join this program? What can you expect regarding the required investments and the return you will obtain? Does this return affect your hotel’s position within your city’s ranking? After a comprehensive three-month study, we have got answers.
Tripadvisor’s CPC (Cost per Click) program will generate new bookings in most of the hotels’ websites, mainly for the best rated hotels, but it is not predictable when it comes to cost and can generally be expensive “commission wise”.
In any case, “high” commission is a relative concept and should always be compared with the margin you get through intermediary sites (IDS) or classical tour operators . It still might be worth it for many hotels. Here is how we got to this conclusion.
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