How to Leverage TripAdvisor’s New Sponsored Placements

Small resorts may benefit from the cost-per-click feature.

TripAdvisor recently launched Sponsored Placements, a feature that lets resorts purchase an ad at the top of a TripAdvisor search-results page. These spots were previously reserved for the top organic ranking results, which will now appear below these sponsored results.

How it works:

When a user searches for hotels in a specific location, sponsored options appear at the top of the results, with a gray “Sponsored” label. Then the top organic search results follow beneath. The sponsored listings, which change to a different advertisement whenever the page is refreshed or a sorting category is chosen, appear on both desktop and mobile searches.

The cost:

Resorts can choose from among three monthly charge-per-click plans, each offering a different maximum number of clicks. A click is counted when a user clicks on the sponsored placement and is directed to a link specified by the advertiser. The cost depends on the resort’s location, its property type, and other advertisers in the area. To sign up for the program, resorts can access the Management Center in their TripAdvisor profile and select “Ads” under the Products menu.

The benefit:

The ads could be especially beneficial for small resorts in highly competitive areas and younger properties looking to gain credibility or be discovered. Being on top of the search and having an ad that looks similar to an organic search result can increase the likelihood of travelers looking into your resort.

The caveat:

Although sponsored placements can increase exposure, the feature doesn’t incentivize travelers to leave TripAdvisor and go to a resort’s home page instead. Sponsored placements are available only to properties that have been claimed on TripAdvisor, have a Business Advantage account, and share rates and availability on the site.

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