TripAdvisor stated several months ago that after it implements its booking partnership with Booking.com and sister companies Priceline.com and Agoda then 56 percent of the hotels displayed on TripAdvisor sites would be able to be booked right there through its Instant Booking feature, instead of forcing travelers to navigate to third-party sites.

Anyone who doubts TripAdvisor’s intent to become a major player in travel booking — and not just as an advertising platform — should now be convinced about TripAdvisor’s potential given the ubiquity of TripAdvisor Instant Booking on its sites.

But ultimately, it will be up to consumers to decide if TripAdvisor disrupts the online travel agency sector by becoming a preferred platform for travel booking.

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