Users distrust the search results of most the OTA (online travel agency.) Thus, they tend to compare prices from different OTA to make sure they are given the best deal. Users believe that travel agencies are manipulating their search results.
In addition, among a great number of search result listings, users have to overcome decision paralysis and solve the paradox of choice. (Given personalization does not work since most users make reservations or payments without creating a Booking.com account.)
To overcome the trust issue of OTA, we leverage the connections between friends by allowing users to filter the search results collaboratively and prototyped a web-based Booking.com to change the results in real-time.
Here's a typical flow of how users will use it:
User A sets up basic search criteria (location, date, number of people) and starts the search.
He/she copies the search result URL and share it with his/her travel mate User B.
User B opens the URL which will prompt him/her to login in order to see User A's settings and preferences.
User B logins or signs up, both users will be able to see the search results re-ranked in real-time through adjusting filters, leaving comments and liking particular listings. (image below)