Priceline’s Latest Partnership With Rad Season Might Open New Avenues For The OTA To Attract More Customers

April 19th, 2017 by Trefis Team
PCLN: Priceline Group logo
PCLN
Priceline Group

A recent partnership between Priceline and Rad Season, a website offering sports and adventure travel bookings, might open new avenues to gain customers for Priceline. Even if the leading OTA doesn’t launch its own adventure or activity booking service, such partnerships can go a long way to provide Priceline with the clientele it might have missed out on, otherwise.

When it comes to providing hotels, cars, air tickets, etc the top two global OTA leaders, Priceline and Expedia, are on the forefront. However, these players have so far not been too active in providing tours and activities related services. After its acquisition of Viator, TripAdvisor has an entire platform that provides the bookings for such activities. China’s Ctrip also provides similar services to its users. However, Priceline might have understood the rising importance of such activity-based bookings as is evident from the recent partnership between Australia-based Rad Season and Priceline. The Rad Season website has been recently relaunched after its launch around a year ago. Its founder claims that it is currently the “world’s first website to combine all action sports and adventure event needs under one roof.” This had been made possible due to its recent partnership with the Priceline Group that offers live room, air ticket, and car booking facilities.

Rad Season’s founder Russell-Cowan mentioned that earlier people would need to visit multiple websites to complete their outdoor and adventure travel booking needs. However, with Priceline’s help, Rad Season offers them the opportunity to book their personalized travel requirements complete with events and accommodation from a single integrated platform. For Priceline, this might be a new way to attract more accommodation bookings from a segment of travelers that it was not focusing on earlier. Priceline’s Booking.com is the world’s most popular accommodation booking platform. With partnerships such as these, Priceline might further grow its popularity among travelers and hence continue to lead the domain of accommodation booking.

 

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Notes:

1) The purpose of these analyses is to help readers focus on a few important things. We hope such lean communication sparks thinking, and encourages readers to comment and ask questions on the comment section, or email content@trefis.com
2) Figures mentioned are approximate values to help our readers remember the key concepts more intuitively. For precise figures, please refer to our complete analysis for Priceline

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