After a dismal reporting of Q2 for TripAdvisor it has the research team out speaking with hotels asking for more attractive solutions. The conversation covers many topics and includes suggestions for all of the current solutions in place.
The introduction of online travel agencies into the hotel TripAdvisor pages was a turning point in the relationship between TripAdvisor and hotels. TripAdvisor sees this opportunity and hotels cringe as this was a primary stream of direct reservations taken from the TripAdvisor website directed to their own site for internal bookings is now gone. Hotels are seeing a huge drop of traffic from TripAdvisor as they change the style of the pages to keep them on their website and entice people to not only do reviews, but to also book hotel stays, tours and more.
One recommendation we provided was the addition of online chat to the TripAdvisor page and let the hotel staff manage this traffic. This is truly a win win for both TripAdvisor and hotels. The hotel staff can log into a online chat portal and handle all the chat inquires on their TripAdvisor hotel page. Of course TripAdvisor has concerns that the potential guest is not being handled correctly but that can be easily monitored by an end of chat review. The question now is how much will the hotels pay to subscribe to the online chat service?