TripAdvisor Price Comparison Search for Hotels
Lorna McNamara, Marketing Director
Travel Reviews have become an integral part of the management of a hotel brand online. More recently, these reviews have extended to social media and search engines, which is creating more exposure than before through more traditional review websites, such as TripAdvisor. More information on how Facebook and their Graph Search will influence hotel reviews can be found in the Blog, Facebook Home and How it will Affect Hotels.
The recently launched price comparison search display means that the promotion of OTA rates for hotels are no longer only viewable through pop-ups – they will feature clearly and prominently on each of their pages. To date, the TripAdvisor site has not fully realised the online booking potential of its site, and remains primarily a review site. However, this move clearly demonstrates their move into the online booking market.
TripAdvisor have been in operation since 2000 and have amassed an estimated 100 million user reviews. The fact that they have enhanced their hotel booking capabilities, highlights their intentions to take a cut from hotel sales online by actively promoting their booking engine partners on the hotel review pages. This will mean that an increasing number of visitors to the hotel review pages will result in visitors booking on the TripAdvisor page rather than clicking through to the hotel’s own site. This will create an increase in OTA bookings, and ultimately a higher cost of distribution. TripAdvisor will be supported by the individual hotels actively promoting the review badge on their own sites; which direct links from prominent locations with their various awards.
Thursday, June 6, 2013