TripAdvisor doesn’t have a formal loyalty program, but considers consumers “members” when they register for the site; they can then do such things as posting reviews and photos.

According to the company, TripAdvisor members visit directly 5x more, cross-shop 4x more, come back to the site 3x more and generate more revenue than the average TripAdvisor user.

Through the second half of this year and into 2020, TripAdvisor plans several initiatives to grow its membership base, the company said. Among them, the company said it plans on “determining which type of loyalty program makes sense for our community.”

Related: TripAdvisor focuses on good news as overall revenue continues to fall