After Big Mergers, When Will Priceline and Expedia Take the Next Big Steps?
Now that Priceline and Expedia acquired their respective travel metasearch playthings, U.S.-based Kayak and Germany’s Trivago, when are these online travel agencies going to take the seeming logical next steps?
In other words, when are the transaction-focused online travel agencies, Priceline and Expedia, going to integrate cost-per-click-based Kayak and Trivago into the OTAs’ respective flight or hotel search results?
There is a strong argument to be made that such a hybridization of the booking sites, turning them into a blend of transactions and metasearch advertising, makes a lot of sense financially and from the perspective of providing a much better and more comprehensive customer experience than is the norm today.
As one advertising wonk puts it, this could be the ultimate loyalty play in online/mobile travel.