TripAdvisor is pushing for developing its “key product focus 2014”, namely offering an in-app booking option for the TripAdvisor mobile app. This would enable consumers to carry out hotel bookings straight in the app without having to navigate to a different site. However, the company might face some resistance, especially from larger OTAs that are keen on getting referrals from TripAdvisor and converting customers on their own platforms, to drive app downloads or other activities (Skift).
OPPORTUNITY FOR HOTELS
The in-app booking function would be an assisted booking, where the traveller completes the reservation on their sites or apps, although an OTA in the background carries out the booking and and handles all customer communication and enquiries. On mobiles many customers are lost during the process, as they need to jump between different applications, in order to check reviews and carry out the booking. That is why enabling a booking option within the TripAdvisor mobile application would help hotels in increasing the look-to-book ratio considerably.
FOLLOWING META SEARCH SITES
This is a development that can also be seen in recently in major meta search engines. Websites such as Kaya or Room77, increasingly offer assisted bookings, where the booking is completed on the site or app. Although it might appear to the customer that s/he is booking through the search engine, it is handled by a partner company. This might pose a challenge to TripAdvisor, as it increases the difficulty to find a suitable partner. However, given the importance of TripAdvisor as a marketing drive for the entire tourism value chain, it is almost impossible to imagine that TripAdvisor won’t find a partner for its assisted bookings.
The solution is planned to be implemented this year, and it will certainly change the dynamics in mobile booking. On the one side it will facilitate the decision making of consumers, and thereby it has the potential to increase the trust in mobile as booking channel. On the other hand it increase the importance of TripAdvisor even further, and position the service sa one stop shop for mobile travel.
More from #DTTT
In February we present:Travel Oregon – Rethinking Content Styles
For Travel Oregon, content has taken several changes in direction over the years, with a timeline of multiple successful campaigns under its name. This is a great example of a DMO that has adapted its content style over time to align with the ever-changing travel landscape, highlighting the role of sustainability and its impact, and […]#rethinking content style #brand dna #sustainability #travel oregon #brand-values #differentiation
In January we present:#ClientStories Visit Brussels | Full Digital Transformation
The Digital Tourism Think Tank conducted a full Digital Transformation assessment and organisational audit of Visit Brussels, looking at every single aspect of the organisation and its digital activities. Using our carefully curated 12-step approach, we reviewed the organisation from a completely holistic perspective, analysing everything from the organisational structure to the visitor cycle and […]#digital content strategy #brand transformation #Visit Brussels #digital transformation #design-thinking #Knowledge Exchange
In January we present:Visit California – The Pivotal Brand Touchpoint
Visit California is a DMO that is really leading the way when it comes to leveraging the destination brand story, and has long been a destination that we here at the #DTTT consider to be a best practice when it comes to delivering compelling content, all year round. Visit California understands the importance of […]#brand desire #brand story #visit California #touchpoints #brand-identity #content strategy
In January we present:Digitising a Destination with Tourisme Bretagne
Today, the travel industry finds itself in an unprecedented position. The competition has never been so high and with the issue of sustainability rife within the industry and world as a whole, DMOs are striving to implement initiatives that support sustainable growth for the destination, tourists and all stakeholders involved. The Federation of Breton Tourist […]#Tourisme Bretagne #sustainable tourism #customer journey #DTTT-global #digital strategy #digitalisation
In January we present:How Destination Canada evolved from a Destination Brand to a Passion Brand
For destination marketers today, the biggest challenge is to keep up with the speed of change and the ever-changing traveller. So how best to stand out from the competition? Is it through technology? Offers? Experiences? Brand? Here is an extract of Destination Canada’s talk about brand transformation. We have highlighted the key messages. The full […]#brand journey #transformational travel #passion brand #Brand evolution #destination canada #strategy
In January we present:Always-on Marketing for the Chinese Traveller with Dubai Tourism
Dubai is the 4th most visited city in the world, welcoming 10.85 million international guests in 2019. In 2014, Dubai Tourism identified China as a huge opportunity market and set about developing a strategy to reach this highly sought after audience. Over the years, Chinese travellers are fast becoming, if not already, the world’s most […]#Dubai Tourism #360 market strategy #digital journey #chinese market #partnerships #always on marketing