Its an interesting and maybe accurate prediction that the advertsing business model will not work on Mobile. To some extend we are seeing it fail even on the d4esktop as travelers just are not click on links, banners and ads like they used to. They want value added. Not a list or an option to go to another site like Booking.com.. They know about them already.
So TA is putting bookings on its own site. The question is “Is that a value adds” The answer is no. Travelers want help in making decisions – like Visual Travel Planning and Visual Bookings technology.
TripAdvisorss CEO Stephen Kaufer believes Instant Booking will help. TA wants to offer the best experience, particularly on the mobile, which accounts for 40 percent TAs traffic today and that is growing. It used to be TAs mission of offer the best trip planning now it is moving to offering both planning and bookings. He says: “On the desk top it is a reasonable experience. It’s what all of our customers have been doing for years and years and years. On the phone it is certainly more painful because you’re clicking off onto someone else’s site and how do you get back? It’s not easy. There’s more friction in the process.”
TAs Booking was launched in May 2014; it will be fully implemented on mobile and partially on desktop early in 2015, TA visitors will still have meta-search options “because booking on TripAdvisor is just one option.”
As Kaufer says” “We have the most lodging choices of anyone , the most reviews to help you select which is the best property for you. We have the best price comparison. And then with Instant Book, we will offer the traveler the ability to finish the booking on TripAdvisor. But hey if you found a better price somewhere else, you are certainly welcome to click on that and book it somewhere else.”