Steve Kaufer, TripAdvisorTripAdvisor founder and president, Steve Kaufer, has declared 2015 will be the year that the “world’s largest travel site” get truly serious about becoming a transaction based site rather a research platform where a few bookings get made.

“We were very pleased with the how we ended 2014, a year in which we laid the foundation for TripAdvisor’s future.

“In addition to helping users plan a trip, we have begun enabling more users to complete their booking in  our three largest demand categories: hotels, attractions and restaurants.

“Starting in 2015, we plan to aggressively scale and promote this more complete user proposition.”

Mr Kaufer made the statement in TripAdvisor’s annual result announcement, which revealed a full year profit of USD226m, an increase of 10% over 2013.

Revenue for the full year grew much faster at 32%, reaching USD1.245 billion.

The company said its websites had more than 2.5 billion unique visitors during 2014, according to Google Analytics.

TripAdvisor shares gained 12.3% in after hours trade.

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