Breaking out of travel silo, TripAdvisor taps Grubhub for restaurant delivery

Seeking to expand consumer use cases, earlier this week TripAdvisor announced a deal with Grubhub to bring restaurant delivery to it users across its properties: web, mobile web and apps.

According to the statement released by the company:

Consumers browsing TripAdvisor restaurant listings in the US will now have the option to order food from tens of thousands of Grubhub’s restaurant partners in 1,100 cities. By clicking the “Order Online” button, consumers are brought to Grubhub’s online or mobile platforms to quickly and easily place an order.

TripAdvisor says that it has over 4 million restaurant listings on the site. However, only those restaurants in Grubhub’s system will be available. The delivery service is currently US only.

In addition to new consumer services, TripAdvisor has been beefing up its options for advertisers. Earlier this year, it introduced new ad products for hotels and restaurants. TripAdvisor Premium for Restaurants offers a range of enhanced content capabilities and analytics.

In addition to its restaurant listings,TripAdvisor has 100 million reviews on the site. The company originally drove leads to hotel sites but recently added direct booking and has been building out non-hotel content.

TripAdvisor is a public company that also operates a wide range of less well-known travel brands, including Bookingbuddy, Jetsetter, SeatGuru, Oyster and others. Globally, the company claims 400 million monthly uniques.

About The Author

Greg Sterling

Greg Sterling is a Contributing Editor at Search Engine Land. He writes a personal blog, Screenwerk, about connecting the dots between digital media and real-world consumer behavior. He is also VP of Strategy and Insights for the Local Search Association. Follow him on Twitter or find him at Google+.