Skift Take
Hilton's decision to enroll in TripAdvisor Instant Booking while the chain is dedicating huge resources into convincing consumers to book direct on Hilton sites is an admission that it needs third-party distributors. TripAdvisor is a favored partner for the moment because it's cheaper than Expedia and the Priceline Group for the chain.
Hilton has been a holdout, along with InterContinental Hotels Group, in jumping into TripAdvisor's booking program Instant Booking, but is now on board with its 13 brands.
Is it a sign of weakness for the major chain?
The two companies, Hilton and TripAdvisor, announced today that Hilton's brands, ranging from Embassy Suites to Hilton Garden Inn and Waldorf Astoria, would be joining the program early this year.
With Instant Booking, TripAdvisor and partners share the customer. The booking takes place on TripAdvisor sites or in its apps but Hilton gets branding on TripAdvisor, and handles the transaction and customer service.
For Hilton, TripAdvisor Instant Booking is a way to attract incremental bookings at commission costs that are lower than it has to pay to online travel agencies such as Expedia and the Priceline Group.
Hilton's decision to sign-on to TripAdvisor immediately raises the question as to whether this signifies weakness in the hotel chain's direct-booking campaign, which revolves around its "Stop Clicking Around" messaging. Consumers can get lower rates if they join HiltonHonors and book
