Instant Booking: TripAdvisor’s Bold Repositioning

Summary

TripAdvisor is a case-study in successful pivots. Its latest, the introduction of its Instant Booking platform, offers a particularly good example of a double, if not triple, pivot. Instant Booking allows travelers to instantly confirm hotel bookings within TripAdvisor without being passed off to the hotel’s website – the typical process for metasearch.

The strategic change was not only bold, but required mid-course adjustments following its launch, resulting in subsequent strategic deals with both Marriott and Booking.com that will finally position the product well for future success.