TripAdvisor is a case-study in successful pivots. Its
latest, the introduction of its Instant Booking platform, offers a particularly
good example of a double, if not triple, pivot. Instant Booking allows
travelers to instantly confirm hotel bookings within TripAdvisor without being
passed off to the hotel’s website – the typical process for metasearch.
The strategic change was not only bold, but required
mid-course adjustments following its launch, resulting in subsequent strategic
deals with both Marriott and Booking.com that will finally position the product
well for future success.
- Some Background
- A Bold New Model – Abandoned and Reborn
- Playing Hotel Dominos
- Booking.com Adds Bulk
- The Final Piece of the Puzzle?
- A New Battleground – The TripAdvisor Booking Widget