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Starwood Joins New Sibling Marriott in TripAdvisor Instant Booking

Dennis Schaal photo
Dennis Schaal

Photo Credit: Starwood, including Sheraton, W, Aloft and St. Regis, is the latest hotel chain to sign up for TripAdvisor Instant Booking. TripAdvisor

Skift Take

Starwood's decision to follow Marriott into TripAdvisor Instant Booking begs the question: How long with InterContinental Hotels Group and Hilton Worldwide continue to be conscientious objectors? Hint: TripAdvisor officials say they are talking to everyone.

Starwood announced it would join sibling-to-be Marriott, as well as Best Western, Accor, Wyndham, Hyatt, Radisson, Choice and just about every other major chain except Hilton Worldwide and InterContinental Hotels Group, as a partner in TripAdvisor Instant Booking. The feature enables consumers to book hotels on TripAdvisor without having to navigate to third-party hotel and online travel agency sites. Starwood, which

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