Following the recent announcement of TripAdvisor’s new ad format called Sponsored Placements, HEBS Digital has outlined some of the top questions hoteliers may have and some tips for implementing this new offering.
With Sponsored Placements, TripAdvisor is giving hotels the opportunity to pay to be the top placement above Traveler Ranked, Best Value, and Distance results. However, the OTAs already dominate TripAdvisor’s Metasearch Program and Instant Booking—these OTAs generate over 80% of the CPCs in these programs. Outside of the major hotel chains who participate in the Instant Booking program and treat it as just another OTA channel, very few independent hotels and resorts participate directly in TripAdvisor’s Metasearch Program and Instant Booking. Most of them appear on these programs via the OTAs. In this sense, very few independent hotels and resorts will even qualify to participate in the new Sponsored Placement program. Branded hotels whose brand participates in the Instant Booking program will qualify if they have an active Business Advantage subscription.
Sponsored Placements are currently available only to properties that:
- Have been claimed on TripAdvisor
- Have a live Business Advantage subscription, and
- Share their live rates and availability on TripAdvisor (i.e., participate either in Metasearch ad campaign or in Instant Booking on TripAdvisor).
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