On a logical basis, TripAdvisor might be sitting in an advantageous position as Priceline-Kayak and Expedia-Trivago battle it out. But, there's always the chance that Priceline and Expedia may not follow the script.
Consumers have more options than ever before from fresh-faced startups to familiar search engines so despite OTAs’ legacy in the industry, they’ll have to keep innovating to keep up with the competition.
Priceline will have to compete with other more established strategic arms and venture firms, and may soon realize it will need a more organized effort to get a quality deal flow.
Priceline's survey results speak clearly to why all the major hotel booking sites have invested heavily in mobile apps that make last-minute reservations as seamless as they can be.
The culture clash between relatively button-down Priceline and sometimes sockless and irreverent Kayak couldn't be more stark. But Kayak will operate semi-independently and the merger may finally help Kayak become the global brand that Priceline's Boyd thinks it can become.