TripAdvisor found a huge customer base for its hotel review product, as travelers want to read about the experiences from other customers before booking a particular hotel. However, as a travel metasearch site, TripAdvisor made money through online ads, deriving 46% of its 2015 revenues from Priceline and Expedia. Introducing the Instant Booking feature made sense in two ways. One, it allowed diversification of revenue streams. Two, it completes the consumer value chain - from reviewing and searching hotels to allowing consumers to book directly on its site seemed to be a natural way forward. Changing any behavior is a difficult task, and TripAdvisor is trying to do just that with its Instant Booking platform. Despite its Instant Booking platform making good business sense for TRIP, asking customers to book on TripAdvisor’s site itself instead of moving to other OTAs could be a challenge. Another issue has been the low monetization rates on mobile platforms. Mobile browsing has gone up tremendously. However, there are fewer bookings completed on mobile as compared to on desktops. Also, the mobile shopper seems more price conscious than the desktop shopper. As a result, revenue per hotel shopper has been declining since Instant Booking’s rollout. Get the full story at Market Realist