TripAdvisor shakes up business with aggressive hotel metasearch integration
Skift Take
The other shoe just dropped. TripAdvisor has the global scale to be a leading hotel metasearch player if it doesn't scare off its largest customers.
TripAdvisor just shook up its business in a way that it hasn't done for years. After introducing hotel metasearch on smartphones during the fourth quarter, the company said today it will introduce hotel metasearch across tablets and desktops, and complete the project within six months.
Priceline, which is in the process of acquiring Kayak, and Expedia, which is taking a majority stake in Germany's Trivago, will undoubtedly take note and weigh the repercussions.
Known primarily for its hotel reviews and cost-per-click advertising from hotels and online travel agencies, TripAdvisor, with the introduction of hotel metasearch, likely will send fewer CPC leads to advertisers because the comparison-shop
