Booking.com and KAYAK parent The Priceline Group has entered a strategic partnership with TripAdvisor to enter some of its brands into the latter’s instant booking platform.
Booking.com will be the first brand to implement the partnership through its global network of accommodation, and in time, Priceline Group brands priceline.com and Agoda.com are likely to list inventory on the platform.
Development work has already begun to support the integration of Priceline Group hotel properties, which are expected to be available on the platform soon.
Stephen Kaufer, president and chief executive of TripAdvisor, said: “Having The Priceline Group join the instant booking platform is a huge win for travellers and we couldn’t be more thrilled to have them as our first strategic, global online travel agency partner.
“Millions of TripAdvisor users coming to the site to plan, compare prices and book their trip will be able to instantly book options from The Priceline Group’s global hotel inventory in addition to the 235,000 properties that are already instantly bookable on TripAdvisor.”
Darren Huston, president and chief executive of The Priceline Group, added: “TripAdvisor has been a long-time partner of The Priceline Group and today’s announcement is part of the continued positive evolution of that relationship.
“Our mission is to help people experience the world, and we are constantly innovating how and where we engage with consumers to help them do this. We now believe this branded channel can help introduce more customers to our brands and the experiences we provide.”
TripAdvisor first launched its instant booking platform to US consumers in June 2014 and gradual roll out to other international markets is expected over time.
With instant booking, travellers will be able to see Booking.com-branded hotel listings and can click on the ‘Book Now’ button to book on TripAdvisor directly.
TripAdvisor will let consumers know that their hotel booking is being powered by Booking.com, and Booking.com representatives will handle all of the customer care related to the transaction.