Why TripAdvisor has a chance to eat the lunch of Booking.com
Tripadvisor’s Tripconnect is the first real challenger to Booking.com and is the first step to get hoteliers back in control of their online distribution channel.
Now that the Tripconnect platform has had time to establish itself after a gradual roll-out during 2013, let me explain how I came to this conclusion.
Hoteliers feel trapped
There is a mounting sentiment among hoteliers that hotel booking intermediaries like Booking.com and Expedia are getting stronger by the day.
Online travel agencies are massively outspending hotels in online marketing and customer acquisition, and their aggressive online and TV campaigns are driving consumer traffic to their websites, away from hotel’s official websites.