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Online Travel

TripAdvisor Still Looking for Elusive Progress in Instant Booking

Dennis Schaal photo
Dennis Schaal

Photo Credit: TripAdvisor CEO Stephen Kaufer (right) told Skift CEO Rafat Ali during the Skift Global Forum in September that TripAdvisor was committed to seeing the company's Instant Booking initiative succeed.  Skift

Skift Take

TripAdvisor stated earlier this year that its transition to transactions, or Instant Booking, would show progress in the second half of 2016. There is indeed a morsel of progress but not enough to satisfy investors and other critics.

If investors were looking to see progress in TripAdvisor's attempt to supplement lead referrals, or metasearch, with its Instant Booking transactions, they didn't get much solace. TripAdvisor reported its third quarter results Tuesday and in prepared remarks the company indicated that while Instant Booking made some progress in the U.S. in terms of growth in click-based and transaction revenue, and revenue per hotel shopper -- a key metric -- outside the U.S. revenue per hotel shopper faced "significant headwinds." Overall, revenue per hotel shopper in the third quarter declined 12 perc

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