TripAdvisor has launched its Instant Booking feature – effectively the financial future of the company – in nine new English speaking markets including Australia ahead of a global roll-out by mid-year.

Instant Booking, which only been available in the US and UK until now, allows customers to book directly on TripAdvisor rather than being redirected to an advertisers site.

After a rocky start with low-levels of industry acceptance a deal TripAdvisor struck with the Priceline Group last October and the subsequent integration of Booking.com’s inventory has given the platform major impetus.

TA says it now has agreements with more than 70 hotel chains, groups and online travel agencies including Accor, Best Western, Carlson Rezidor, Choice Hotels, Hyatt, Langham, Mandarin Oriental, Marriott, Priceline Group, Starwood and Wyndham.

Canada, India, Ireland, Malaysia, New Zealand, Philippines, Singapore and South Africa are the other markets which now have Instant Booking.

“The momentum we’re building is remarkable and we look forward to continuing our expansion throughout 2016 with the help of our trusted partners,” said Stephen Kaufer, president and CEO of TripAdvisor.

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