Tripadvisor Plus is shutting down after three years

Tripadvisor’s attempt to create a subscription program that would give travelers discounts, drive bookings for suppliers and revenue for itself is ending after just more than three years.

“We’ve taken the decision to end our Tripadvisor Plus program,” said a Tripadvisor spokesperson in an emailed statement.

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. Speaking on Center Stage at The Phocuswright Conference in
November, Goldberg explained why the company was shifting to focus more on the benefits of free…