Finding more good out there

Tripadvisor Plus is a curated subscription travel service for the world’s largest travel platform. It offers subscribers special deals on hotels and things to do, with exclusive travel perks, partner benefits and timely advice to enhance travelers’ experience.

Tripadvisor Plus was launched quickly to get ahead of competition and test out a new revenue model. This led to gaps in the value proposition and service model that needed immediate addressing.

The Singapore Product Innovation team came in to strengthen the product and fine-tune its value proposition by discovering and focusing on user needs.

My team was involved in internal research, educating travelers about the program, improving acquisition, and exploring how Tripadvisor Plus looked and felt across various product surfaces.

The initial Plus design improvements revealed that the shopping experience was overwhelming for travelers, making it difficult for them to find and book Plus offers or fully understand the value of the subscription. This confusion contributed to a significant 12% revenue loss due to the cannibalization of hotel revenue by Plus and meta offers. To address these issues and enhance both user experience and business outcomes, Tripadvisor recognized the need for a fundamental shift in the Plus shopping experience.

A new approach, focusing on a Membership Area, was initiated based on insights from the Blueprint plan. The aim was to create a clearer, more engaging experience where users could easily access Plus benefits and book stays without impacting overall hotel revenue. This pivot also involved testing user reactions through geo- and hotel-curated models, using feedback to shape demand tests and refine the standalone Plus shopping platform.

The Curated Hotel experience was designed to provide Plus members with access to the best hotels, selected based on feedback from hotel partners. It aims to educate users about Plus benefits and offer exclusive experiences only available to members.

Vegas was selected as the initial location for this concept, with key pages designed and refined based on feedback from hotel partners.

The On-Trip Wearable concept for Tripadvisor integrates Plus benefits into a traveller's daily routine using devices like the Apple Watch. After hotel check-in, Plus members receive their Vacation Funds, which can be accessed and used in real time through the wearable.

By simply scrolling or swiping down, users can view more details about their funds and any exclusive offers available. Members might receive a timely geo-based update about a nearby attraction, such as the zoo, highlighting a special ticketing deal for Plus members.