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TripAdvisor Jumps After Pulling Back on Instant Book Feature

  • Push to get direct bookings cut into revenue and hurt shares
  • Company to showcase more hotel listings from other websites
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Photographer: Daniel Acker/Bloomberg
Updated on

TripAdvisor Inc. said it’s pulling back from a major strategic effort to get travelers to book hotels directly on its website after the initiative cut into revenue growth and sent the stock to its lowest price since 2012.

A massive online repository of hotel and restaurant reviews, TripAdvisor is “increasingly agnostic” about how its customers book their accommodations -- whether through the site directly or via links to hotel booking sites -- Adam Medros, senior vice president of product at TripAdvisor, said in an interview. The company has changed its website to make its "Instant Book" feature less prominent.