As for major hotel chains not participating - so far only Best Western and Choice Hotels have signed up - Kaufer said that he understands, that the chains are targeting their own direct mobile business, but suggest that they should view TripConnect as a direct marketing channel to support that strategy. He also acknowledge, that Instant Booking isn’t fully rolled out in general (only the US and UK are live for the moment) and in perticular on the desktop. So participating hotels don’t yet experience a change in channel mix when it comes to their online bookings. But that should change soon, and will get hotels more interest in Instant Booking for its lower cost of sale. Get the full story at Tnooz