Tripadvisor launches in-app booking

2014-05-02 13:43
Cape Town -  Mention Tripadvisor and the global online travel community, driven by its more than 150-million reviews, springs to mind.

Being a dominant online travel resource, the growth opportunity represented by mobile devices within the travel industry, has seen Tripadvisor enhancing its App experience for its  its 40% mobile audience.

Rory Kenny, Mobile Partnerships Director for Europe Middle East and Africa revealed at a media briefing, ahead of the Africa Travel Market taking place at the CTICC, that its mobile audience has experience a 100% growth from 10% over the last year alone – with 108 million unique monthly mobile visitors in the first quarter of 2014.

While the desktop version of the travel-resource site generates a massive 260-million unique, global visitors per month – Tripadvisor’s Mobile App heavy-weight status was confirmed after being named Top Travel App with more than 100-million downloads.

Kenny said Tripadvisor’s key focus is shifting to enhance the pre-trip planning with the in-trip mode. The reason, as is always the case with Tripadvisor, has been driven by its users as the 2014 Tripadvisor Trip barometer survey revealed 91% of travellers use their mobile as a resource during their trip.
Kenny said Tripadvisor discovered that not only were they in the hotel review business but also in the restaurant business - since 45% of audience mobile interaction was spent looking for restaurants. Also high up on the in-trip barometer was 37% of travellers looking for things to do, while 32% were in search of reviews.

But latest and first-to-mobile feature being launched is the booking assist, which attempts to seamlessly improve the most-annoying part of the mobile booking experience according users, “the hand-off to partner sites”.

It sees travellers being offered a meta-search, price comparison from four different providers and the transaction then finally being completed within the Tripadvisor App.

Coupled with the Native experience which sees the App living more and more on the user’s mobile device, useful when there is poor wi-fi connectivity, Kenny says Tripadvisor hopes to ensure the best experience for the user through these enhancements.

Currently being rolled out across 10% of its US mobile audience, local Tripadvisor users will have to wait a while before being able to make the most of its functionality.

In case you didn’t know, Tripadvisor also recently launched its ZA domain in March 2014, which will more prominently feature local content and user reviews. is however part of the global beta-testing of a new personalisation function - Just For You - which allows travellers to see more of the content they’re interested in, more of the time.

Doros Theodoru, commercial director Europe Middle East and Africa TripAdvisor for Business and EMEA PR manager Staphanie Boyle further detailed the outcomes 2014 TripBarometer survey - with 40% of South Africans on the site indicating they plan to spend more on travel in 2014. According to the Barometer survey spend locally is expected to exceed $3.1 million in this year.

Are you a member of Tripadvisor or have you used it to make a destination choice? Tell us about it in the comments section below or email us

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Read more on:    good news  |  mobile  |  lifestyle  |  travel international  |  travel and leisure

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