Amazon has introduced a new way of displaying hotels and trips to US visitors in bid to grow its bookings.
Amazon Destinations, which is a part of the Amazon Local brand, shows users a collection of available hotels according to area. It’s currently limited to the Pacific Northwest, Southern California and the Northeast.
Destinations includes a variety of different types of property options, like hotel chains, independents and B&Bs, as noted by Skift.
While Amazon has offered hotel reservations for some time. the move could cause concern for rivals like TripAdvisor, especially if the company can put its efficient reviews system to work for accommodation.
The new portal also shows hotels’ standard day rates like a traditional booking site would – previously Amazon only showed offers from deeply discounted locations that wanted to fill beds fast.
Amazon Destinations is currently limited to a small part of the US, but it’s likely to expand to other territories if it gains user traction – if it does, rivals will likely sit up and take notice of it as a serious contender in the space.