TripAdvisor Instant Booking

If TripAdvisor Were an OTA, How Big Would It Be?

Online travel agencies, including Priceline and Expedia, often report on 'gross bookings' as a key performing metric and relative market share measuring stick. It represents the total value of travel products sold including taxes and fees. TripAdvisor has yet to report on gross bookings (probably never will) but its new position as a direct booking platform warrants a closer comparison.

Read More

Instant Booking Is In The Water. Now What for TripAdvisor?

If you're a fan of the Wall Street Journal video stream, then you've probably noticed TripAdvisor's recent ad campaign enticing you to "Book at TripAdvisor". CMO Barbara Messing and team hit the nail on the head with this one. TripAdvisor needs stronger resonance with the business traveler, especially now that the company's future depends on the success of its new Instant Booking functionality. So the WSJ is a perfect channel to promote the new-and-improvedtravel review + travel booking brand.

Read More