That was the word that emerged from TripAdvisor’s fourth quarter and full-year 2014 earnings call yesterday as TripAdvisor detailed a plan to transform itself over the next three to five years. Just as Booking.com is looking to dig deeper into the business-to-business side of the hotel business, TripAdvisor intends to “move towards more holistic partner relationships” with hotels, said CFO Julie Bradley, that may include selling them solutions and “bundling our cpc (cost-per click), Instant Booking and Business Listings” services. These initiatives come as TripAdvisor announced it plans to double its spending on TV advertising in 2015 to $60 million with an extended brand message of touting TripAdvisor as a site where travelers can “plan, compare and book.” Get the full story at Skift