Many hotels that advertise on the TripAdvisor website saw a jump in bookings at hotels that use TripAdvisor listings, according to a new study commissioned by TripAdvisor.
TripAdvisor is a travel review website headquartered in Newton. One of the company's revenue streams comes from hotels that pay TripAdvisor fees to advertise on the TripAdvisor website. One advertising option for hotels is to pay a subscription fee that allows them add their direct contact information to their TripAdvisor listing and display customized special offers.
TripAdvisor said it commissioned Forrester Research Inc., a research company based in Cambridge, to analyze the business impact to hotels of this form of advertising on the TripAdvisor website. In conducting its study, Forrester looked at hotels that belong to the Sabre Hospitality Solutions network. Sabre Hospitality Solutions provides its hotel membership with such marketing services as online advertising.
According to Forresterr, Sabre hotel clients are receiving an average of $6 dollars in incremental bookings for every dollar spent on TripAdvisor subscription fees.
TripAdvisor is a division of Expedia Inc., a Washington state company that provides travel products and services to leisure and corporate travelers.
