Technology

TripAdvisor is now the top visited before booking travel site: study

Competition between online booking platforms is growing fiercer by the day.

Yesterday, Booking.com declared itself the supreme leader of online booking platforms, boasting hitting the 27 million listing mark.

And within that total, the online booking platforms has reached a milestone of five million listings in homes, apartments and other unique listings.

That’s more than any other digital platform, including Airbnb.

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And now TripAdvisor, the travel review site that once tried to become a booking platform only to switch back to its metasearch referralsis emerging victorious.

A new study from ComScore about travellers Path to Purchase, which was funded by TripAdvisor, found that 50 per cent of travellers around the globe visited TripAdvisor before making a travel purchase.

On top of this, travellers who use TripAdvisor are considerably more active in their purchasing process, visiting an average of 31 travel sites during their journey compared to 11 travel sites for those who don’t visit travel review site.

The study consulted more than two million people, looking at their online travel research habits in the second and third quarters of 2017, reports Skift.

TripAdvisor’s level of influence has cemented their place as a critical step in traveller’s path to purchase, with site visitation up 29 per cent and branded searches sitting pretty with a 500 per cent increase.

According to Skift, these results position TripAdvisor as the top visited travel site before booking.

The implications of the travel review site’s heightened influence are set to put the world of online booking agencies and OTAs into a spin, and will surely add an extra level of drama to the equation.

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