May 09, 2013

TripAdvisor readies hotel meta search as natural extension to reviews

TripAdvisor, which began rolling out hotel metasearch on mobile, tablets and desktops late last year, announced yesterday during its first-quarter earnings call that half of its branded sites around the world now feature hotel metasearch, and that it will be in place on 100% of its sites, with 200 million monthly unique visitors, by June.

The U.S. site isn’t fully rolled out yet, but TripAdvisor sites in the UK, Brazil, Canada, Germany, India, Ireland and Singapore already have the full treatment.

Once hotel metasearch, which brings TripAdvisor higher CPC rates and conversions than non-transactional traffic, is fully in place, TripAdvisor plans to launch its first global, offline advertising campaign, starting in the U.S. this summer.

Given TripAdvisor’s power and skills, the Kayak folks are definitely watching what TripAdvisor CEO Steve Kaufer yesterday referred to as TripAdvisor’s “big bet.”

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