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TripAdvisor announced today its move to further monetize its 4.2 million restaurant listings launching a new subscription service for dining establishments. The subscriptions features will include dining reservations, soon-to-be “storyboards” and visitor analytics.

“While investors and observers are rightfully focused on how TripAdvisor’s transition to a hotel booking site will work out, the company has some meaningful hedges in the form of vacation rentals, tours and activities, and restaurants,” said Skift founding and executive editor Dennis Schaal. “Collecting monthly and annual fees is a very material part of the overall business and will likely become even more so.”

According to TripAdvisor vice president of industry marketing, Heather Leisman, the travel app and website saw an uptick in engagement among locals as well as travelers, which is part of what led the company to further focus on restaurants listings.

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Nick Powills

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Nick Powills

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Nick Powills, CFE, founded No Limit Agency in 2008 and serves as Chief Brand Strategist for the Chicago-based firm. No Limit is a full-service communications agency that establishes and elevates brands by bridging Public Relations, Social Media, Marketing, Advertising, Digital, and a lot of creativity, to best strategize well-rounded and successful campaigns for 50+ global franchise brands. By presenting visionary ideas and building real relationships, No Limit is able to create effective media branding strategies to help companies grow. Nick currently leads a staff of writers, media strategists, designers, social media experts and digital producers in an office think-tank where brands are humanized for strong, compelling media stories. Prior to starting No Limit at the age of 27, Nick spent four years working at a franchise PR agency where he mastered the art of building rapport with media outlets and creating newsworthy pitches for earned media placements. He holds a Bachelor of Journalism from Drake University in Iowa.

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