Confused Hotels Are Slow to Sign Up for TripAdvisor Instant Booking
Photo Credit: Best Western is the first hotel chain to implement TripAdvisor Instant Booking on desktop, tablet and smartphone in the U.S. Pictured in a courtyard at Best Western headquarters in Phoenix, Arizona. Best Western
Skift Take
Are hotels really confused about TripAdvisor Instant Booking? That's hard to believe when talking about major chains. Instead, perhaps hotels aren't eager to make the powerful TripAdvisor even more mighty.
Best Western and Choice Hotels are the big-name hotel brands that have been participating in TripAdvisor Instant Booking, but the pace of signing up additional chains has been slower than TripAdvisor expected and some of the hotels are confused about the feature.
That's the view of TripAdvisor CEO Steve Kaufer when talking about Instant Booking, the feature that enables consumers to book a hotel without leaving the TripAdvisor experience as a hotel brand or online travel a
