Bing Integrates TripAdvisor Tools, Content Into Search Results

TA + bing logosTravel site TripAdvisor made two Microsoft-related announcements today. The company announced a Windows 8.1 app. But more significantly TripAdvisor and Bing are now presenting TripAdvisor content and travel search capabilities within Bing search results pages.

Bing will now display TripAdvisor reviews and photos as well as TripAdvisor’s hotel price comparison tool in SERPs. TripAdvisor’s full content library including restaurants, hotels and attractions will reportedly be available to Bing.

TripAdvisor said this on its blog about the Bing integration:

In the U.S., we are partnering with Bing to embed TripAdvisor’s price comparison tools, traveler reviews and photos within search results on Bing.com. Now, when you search for somewhere to stay on Bing, you’ll have instant access to our community’s reviews and ratings without needing to leave the page. And, if you have specific dates in mind, you can see which hotels are available and at what price. You can go from thinking about where to go to being ready to book in a matter of seconds.

It’s not clear whether this partnership is the beginning of a broader third party content syndication program for TripAdvisor or whether this is an exclusive deal with Bing. I haven’t received an answer from TripAdvisor to that question yet.

Regardless, it’s not likely that Google and TripAdvisor would make a similar arrangement for several reasons — among them the fact that TripAdvisor is part of anti-Google lobbying organization Fairsearch.org as well as the fact that Google has its own competing travel products that it’s trying to promote.

Below are live screens I pulled a few minutes ago, based on screenshots sent to me by TripAdvisor public relations.

Bing + TripAdvisor

Screen Shot 2013-11-21 at 12.46.28 PM

It wasn’t clear from the material I saw whether Bing search partner Yahoo will benefit from this deal and content. My suspicion is probably not. However Yahoo could potentially negotiate its own deal directly with TripAdvisor.

TripAdvisor offers very useful content, which will greatly enhance Bing’s SERPs. Good reviews on TripAdvisor become even more important now given their exposure through Bing. However, I suspect there are no Bing ranking benefits coming to those well-reviewed on TripAdvisor.

Hard core TripAdvisor users are unlikely to shift their search activity to Bing as a result of this deal. But Bing users may find they really like the enhanced content around hotels, attractions and restaurants from TripAdvisor, which could deepen their engagement and search frequency.

Related Topics: Channel: Local | Microsoft | Microsoft & Yahoo Search Deal | Microsoft: Bing Maps & Local | Microsoft: Bing Travel | Microsoft: Partnerships | Top News

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About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • ashutosh rajput

    it’ll help to travel plan

  • Mary Kay Lofurno

    Hi Danny,

    Thanks for the article. Its been pretty well documented by you and other media that Google had been starting to push itself into the travel business. There is Frommers, the ITA purchase. This is not surprising. TripAdvisor is out here in the Boston area and I have followed them for a long time. I have met/known quite a few people there over the years and they have always considered Google as a competitor to their business.

  • Mary Kay Lofurno

    Greg. Sorry I called you Danny by mistake. My appologies.

  • Durant Imboden

    “Competitor” is in the eye of the beholder. TripAdvisor wouldn’t be the brand that it is if Google hadn’t crawled and indexed millions of keyword-driven TripAdvisor stub pages back in the day (something Google is still doing).

  • Mary Kay Lofurno

    Durant, I agree with you. I am just sharing my impression from discussions I have had with their people over the years and their tact in the market place. I think the thing that really got them was when Google started to get into their space.

  • Scott Davis

    This sucks! It was bad enough trying to compete with the OTA’s AND the Google Hotel finder… Bing was the one remaining refuge where vanity hotel websites could still thrive and challenge the OTA’s in SERP.

  • http://www.discountjacky.com/ Jacky

    I don’t like tripadvisor I wish there was another big player in this industry.

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