“I think we’re comfortable that the customer will know exactly where they are, when they are, through the process, and we think that’s really important because obviously we are in the business of building the Priceline Group brands and not anyone else’s brand,” Hennessy said. Book on TripAdvisor enables consumers to book hotels on TripAdvisor sites and apps instead of their having to navigate to third-party websites and possibly getting lost in the switch. Booking.com had refused to participate until last week’s reversal and it was a major development for TripAdvisor, which saw its stock price climb 24.75 percent and tack on some $3 billion to its market cap since the deal announcement. Meanwhile, the next move is up to Expedia Inc., where officials say they will continue to study the data regarding TripAdvisor metasearch and other channels to decide if they want to follow the Priceline Group into Book on TripAdvisor participation. Get the full story at Skift Read also "Priceline and TripAdvisor: The dynamic duo" at Seeking Alpha