Tripadvisor is closing its subscription service
The company's attempt to create a subscription program that would give travelers discounts, drive bookings for suppliers and revenue for itself is ending after just three years
The program initially became available in beta in December 2020 and launched fully in June 2021 with a $99 annual membership fee and free participation for suppliers such as hotels and car rental companies that offered discounts and perks to members.
Just three months later, Tripadvisor shifted the program to a cash-back model in an attempt to bring in more large hotel chains.
Since becoming CEO in July 2022, Matt Goldberg has talked about rethinking the Plus program, which launched when Steve Kaufer was CEO.
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