TripAdvisor has announced that will launch TripAdvisor Connect later this year: a tool that will allow independent hotels to enjoy the same visibility on TripAdvisor than the big hotel chains and online agencies and significantly increase the number of direct bookings.
Until now, when a user looked up into a particular destination on TripAdvisor, the world’s largest reviews website, small hotels were only ranked if they had previously given up part of its inventory to any OTA. But soon these establishments may manage its offer directly on TripAdvisor and thus increase their direct bookings. This means customers that now finish the booking process via an OTA will be able to book directly using the booking engine of the official hotel’s website. Thus, the hotels will receive more traffic on their website and will be able to save a large number of commissions to the OTAs. In order to do this, the hotel must have a booking engine connected to TripAdvisor via an official intermediary such as Hotelerum.
How does the connection to TripAdvisor work?
The hotel’s booking engine must be connected to an official TripAdvisor’s intermediary to provide real-time information about the availability and the hotel inventory. The booking engine should have a link integrated with the intermediary. Once all the technological verifications are made, the information about the hotel on TripAdvisor’s profile is updated and the hotel’s website tab and price is added as the first choice on the top of the rank.
Hotelerum is an official partner of TripAdvisor in Spain and connects this metasearch engine to any booking engine, whether it has been developed by the hotel, or if it comes from their own PMS or it is another booking engine such as Prestige, Synxis (or any of its associated brands), FastBooking, iHotelier (TravelClick), Bookassist, Myfidelio, etc…
The hotels participating in TripAdvisor Connect will also have tools to analyze sales and will be able to send scheduled emails to their customers once they have left the establishment. Like this, they can encourage customers to write comments on Tripadvisor and improve their position in the ranking of hotels in their destination.
With this new service, TripAdvisor intends to give more chances to small hotels which demanded to have the same opportunities to receive direct bookings than the big chains. “Now they can have the same visibility and control all their information from their management panel” explains Julio Bruno, vice president of Global Sales and TripAdvisor for Business.