TripAdvisor is in trouble and here the reason why â€" its site visitors go there to research, not book, which means 'conversion on TRIP's hotel path pales in comparison to other leading travel brands,' research from Phocuswright reveals.
It's a crisis for the company, which shifted to the Instant Booking strategy in 2015.
But the move has never really worked with consumers unsure about what the brand represents.
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