Tripadvisor’sInstantBookingvsBookonGoogle

This past year, Google and TripAdvisor revolutionised the travel industry by launching Book on Google and Instant Booking respectively. Comparing one with the other will help us understand them both.

Where is the booking made?

Inside TripAdvisor and Google respectively, without leaving their website or App.

What is their objective?

In both cases, improving the user experience by eliminating the loss produced when redirecting to the OTA’s or hotel’s website, thus increasing conversion in these bookings.

Can I “connect”  my direct sales? What do I need to “connect”?

Yes, through a partner integrated with TripAdvisor and Google.  You need to collaborate with an integrated partner.

Is it a space reserved exclusively for direct sales? Can I stop OTAs from “connecting”?

No. OTAs also have access. To stop them from “connecting” you can negotiate with them directly but it would have to be one by one and would not be a realistic option as of today.