TripAdvisor Instant Booking Gets Very Personal
Photo Credit: InterContinental Hotels Group has joined TripAdvisor Instant Booking. Pictured, a woman uses her phone at the InterContinental San Juan in Puerto Rico. InterContinental Hotels
Skift Take
TripAdvisor is getting more sophisticated about prodding customers to book hotels on TripAdvisor or to more effectively refer them to partner sites. In an apparently modified strategy, TripAdvisor is finding religion in being agnostic about where its users book hotels.
Is TripAdvisor, with its Instant Booking push, trying to become primarily a place where you can complete a hotel booking without leaving the site or one that refers you to a third-party website for the transaction?
The answer increasingly is: It depends who the customers is.
After many months of experimentation that's ongoing, TripAdvisor may be hitting its stride as it is increasingly personalizing the hotel-search results a consumer sees depending on factors such as users' search patterns regarding hotel rates, types of hotels, and whether they booked hotels on TripAdvisor before or mostly clicked on a link to navigate to an online travel agency or hotel site.
Meanwhile, InterContinental Hotels Group, and TripAdvisor announced today that IHG would be joining TripAdvisor Instant Booking. With nearly 5,200 properties, all of IHG's brands, ranging from InterContinental to Kimpton and Crowne Plaza to Holiday Inn, will be participating.
TripAdvisor Instant Booking launched in
