TripAdvisor today announced the launch of its instant booking feature on its mobile app and mobile website on smartphone. The new feature allows travelers to quickly and easily make a hotel booking through TripAdvisor booking partners without leaving the TripAdvisor site experience. "TripAdvisor is launching the instant booking feature to remove 'friction' from the mobile booking process and improve the customer experience on mobile by allowing travelers to make a reservation without leaving the TripAdvisor environment," said Adam Medros, senior vice president, global product, TripAdvisor. "Instant booking not only provides a more efficient hotel booking experience for travelers, but also benefits our hotel and online travel agency partners with the potential for more bookings and improved downstream conversion." More Travelers Planning Trips on Mobile Instant Booking helps travelers book accommodations on-the-go - and more travelers are using their mobile phones as an in-market travel-planning resource. According to the latest TripAdvisor TripBarometer study, 90 percent of travelers report using their mobile phones on vacation, with more than a quarter (27%) using their mobile phones to look for hotels. Instant booking is currently available in the U.S., with a gradual roll out to additional markets and with more partners expected later this year. Current instant booking launch partners include Choice Hotels, Getaroom.com and Tingo. "We are extremely proud to partner with TripAdvisor on instant booking, making it easier for our customers to book hotel reservations," said Robert McDowell, senior vice president, marketing and distribution of Choice Hotels. "Choice Hotels wants to ensure that we provide cutting edge, flexible and mobile options for guests as the way hotel reservations are made constantly evolves."