Interesting move from TripAdvisor as it puts Uber on its app and mobile website so users can find their way to restaurants, attractions and hotels.
This new feature is a result of a new integration with Uber's API, a move TripAdvisor says is one of the first in the industry.
When users visit the listings of restaurants, attractions and hotels on the TripAdvisor app or mobile web, they will now be shown a "Ride there with Uber" button, along with the approximate pickup time for an Uber ride and also an estimation of the fare.
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Once a user clicks on the Uber ride button, TripAdvisor will direct the user to Uber app or mobile website to complete the reservation process.
This is similar in style to how Uber is listed as a transportation option when searching for a route in Google Maps.
Currently, the Uber ride option in TripAdvisor's iOS and Android app is available in English and Italian in more than 40 cities worldwide. The company said more languages and cities will be added in the future.
Senior vice president of global product at TripAdvisor, Adam Medros, says:
"Millions of travelers rely on the TripAdvisor app to help them plan and have the perfect trip during all parts of their journey, and our partnership with the popular technology platform makes our app an even more powerful travel-planning resource."
Chief product officer at Uber, Jeff Holden, says the integration is a "big deal".
"It saves people time and simplifies their lives: instead of having to exit the TripAdvisor app, run the Uber app and enter the destination address, your Uber is on its way with just a tap, ready to whisk you off to the venue you were looking at."
Meanwhile, clearly a big day for Uber as it also pens an agreement with Sabre-backed TripCase.
Similar to the TripAdvisor integration, users of the TripCase travel management platform can request an Uber tide from within the mobile application.
Interestingly, TripCase's version makes suggestions to travelers at a point in their trip when car services are needed most.
John Samuel, senior vice president of Sabre Traveler Solutions, says:
"Technology has changed travelers’ expectations, and Uber has revolutionized the way people get a ride. This integration means TripCase users will not have to worry about finding a ride, having cash or scrambling for an address."