Booking.com’s messaging service is a part of this trend, and is sure to be one of the most ambitious attempts in the travel vertical. Booking.com is owned by Priceline Group, the largest travel company in the world. Booking has said it has more than 30 million unique visitors a month. It makes up by far the majority of the Priceline Group’s revenue, and serves 895,000 hotels and accommodations in 224 countries. Users can use the chat service in two ways. First, they can start by asking a question of their host from within their Booking.com account on any device. That includes messaging directly from the desktop, mobile web, or within Booking.com apps on iOS or Android. Users can initiate any kind of conversation they’d like with the accommodation. Alternatively, a chat can be initiated from the host’s side. A hotel can send a notification to the user’s phone, which pulls the user into a conversation within the Booking.com messaging service. Get the full story at VentureBeat Read also "Expedia launches direct communication tool for hoteliers"