Instant Booking: TripAdvisor’s Bold Repositioning

Instant Booking: TripAdvisor’s Bold Repositioning Published April 2016 Analyst: Robert Cole

 

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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.

  • Introduction
  • 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
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