Travel Tech

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).


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.


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 April we present:
    Tourism Industry Weekly Impact Call – Week 3

    The #DTTT hosted its third travel industry impact call, featuring even more valuable contributions and industry-wide insights from around the world. We welcomed more new faces and perspectives, shared recovery plans and followed the progress of destinations as the industry works through the crisis. Every Tuesday at 14:00 GMT / 15:00 CET, we will hold a […]

    #COVID-19 #collaboration #data #DMOs #industry #tourism
  • In March we present:
    Tourism Industry Weekly Impact Call – Week 2

    The #DTTT were keen to welcome even more new faces and perspectives to our much anticipated second travel industry impact call. We hosted sixty-one industry participants, who joined us in sharing their views, situations, and experiences of how the ongoing COVID-19 crisis is impacting them.  Every Tuesday at 14:00 GMT / 15:00 CET, we will hold […]

    #COVID-19 #collaboration #data #DMOs #industry #tourism
  • In March we present:
    Tourism Industry Weekly Impact Call – Week 1

    At the #DTTT, we are bringing people together across the industry to help steer them through the crisis. In our podcast you will hear a range of industry perspectives, shared experiences and insights into the direct effects and impact of the crisis. Everyone has a different response and everyone is responding in different ways. The […]

    #COVID-19 #collaboration #data #DMOs #impact #industry
  • In March we present:
    International Women’s Day – Celebrating Women who are Transforming the Industry

    Women we know and admire At the #DTTT, we love to celebrate women who have done amazing things in the industry.  These are women that we know and respect. They have added immense value to the industry with their knowledge and contribution and we are especially excited to celebrate them on International Women’s Day. Dr […]

    #International Women's Day #Celebrate #Achievements #Game-Changers #Thought Leaders #industry
  • In March we present:
    #Coronavirus – How is the Industry reacting?

     ⚠️This will be updated daily at 2pm ⚠️ Update: 03/04/2020 British Airways is joining the COVID-19 response by volunteering a company-wide taskforce who will bring their skills and expertise to communities across the UK. 87% of China hotels have now reopened according to a report by STR. Indicating that China is now showing early signs of […]

    #Coronavirus #Perspective #Visit Anchorage #Kyoto Tourism #tourism-australia #DMOs #industry
  • In February we present:
    What is structured data and why is it important for DMOs?

    #TechInsights | What is structured data and why is it important for DMOs?  Structured data may be a term you are already familiar with, one of those terms you have heard but you’re not quite sure what it means or why you need it, or you have absolutely no idea and are yet to explore […]

    #structured data #rich snippet #SEO strategy #schema markup #voice search #content
Show more
© 2017 Digital Tourism Think Tank

Digital Tourism Think Tank logo imge