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: