We just let it expire. We continue to use Trip Connect and find that to be a better product for getting through the Tripadvisor noise. A while back, there was a very helpful thread about the change in terms that TA forced everyone to sign. It limited the number of points of contact that were obligated to show to one out of three and it allowed them to increase your price with an automatic renewal.
We communicated by email to ensure that our automatic renewal was off, but the website still shows it as on. We also asked for our business listing to be canceled. At the eleventh hour, they tried to renew us at the same rate as last year. given that we were now getting less, it was still an increase in price for value, so we cut the cord. We'll rely on our ranking and Trip Connect for now, but it did remind us that we need to reinvest some time and energy in maximizing google, especially since they are making a push with that hotel listing product I just read about.