Here’s Why TripAdvisor is Struggling

Graph - Phocuswright-USHotelDesktopConversionRate-TripAdvisorTripAdvisor is in trouble and here the reason why – its site visitors go there to research, not book, which means “conversion on TRIP’s hotel path pales in comparison to other leading travel brands,” research from Phocuswright reveals.

It’s a crisis for the company, which shifted to the Instant Booking strategy in 2015.

But the move has never really worked with consumers unsure about what the brand represents.

Or maybe they do know. Research and that’s pretty much it.

“Conversion on TRIP’s hotel path pales in comparison to other leading travel brands,” says PCW analyst Douglas Quinby.

“TRIP is the go-to destination for top-of-the-funnel travel planning, but travelers don’t seem to be buying into Instant Booking.

“The big question for the company in 2017 is whether they can lasso those traveler hordes all the way through the funnel to Book Now.

“If not, this grand plan could become a pivot into a ditch.”

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