The Numbers Behind TripAdvisor's Evolution Into the Next Booking Giant
Skift Take
The emergence of TripAdvisor as a viable booking site is a wake-up call to Expedia and the Priceline Group, who have been TripAdvisor's largest advertisers in recent years. It wouldn't be surprising to see them cut the spending spigot a bit.
We wrote yesterday about how the Book on TripAdvisor option has become pervasive seemingly overnight and the company has released the numbers to back that up: About one-third of the hotels, or 235,000, viewable on TripAdvisor can now be booked right on the site.
There is more to come because TripAdvisor's Instant Book, as the program is called, has now signed up or implemented six of the top 10 global hotel chains, including Marriott, Accor, Best Western, Choice, Hyatt, and Radisson. Even where there aren't direct relationships with hotels, participating online travel agencies such as Getaroom and TripAdvisor's own Tingo can provide the Book on TripAdvisor option for other properties.
InterContinental
