Yelp doesn't want to just offer reviews; it also wants to handle purchases.
The review platform and travel booking site Hipmunk announced a partnership Tuesday that will allow users to book hotels through Yelp's website and mobile apps. It follows partnerships announced earlier this year, with companies including OpenTable and Delivery.com, which keep users on Yelp to make transactions.
"After launching Yelp Platform, we knew we wanted to expand to additional categories," said Mike Ghaffary, Yelp VP of business and corporate development, in a statement. "Our goal is to make it easy to book appointments and other services directly through Yelp."
Hipmunk is the only current partner providing hotel bookings, supporting tens of thousands of U.S. hotels.
Users who search for supported hotels on Yelp will see "Book a room" button on the hotel page:
They will be taken to a booking page if they decide to book:
Adding booking makes Yelp more competitive with TripAdvisor, which allows booking through its website on Expedia, Booking.com and Hotels.com.
Earlier this summer, Yelp announced on-site translation and Yelp Trends, a site that shows how topics have gained or lost popularity over the past 10 years.
Hipmunk announced a $20-million Series C in May.