TripAdvisor, the world's largest and most popular travel community, and India's leading online travel company Yatra.com, today announced the formation of an alliance, which will see content collaboration in the Indian online travel space.

The alliance will allow Yatra.com customers to get access to the unbiased hotel reviews posted by travellers on TripAdvisor, including those posted on its India website, www.tripadvisor.in. This will enable them to make the best possible choice of hotels based on their needs.

"Online hotel bookings are growing rapidly in India and featuring TripAdvisor hotel reviews will help reduce the uncertainty around booking even the lesser known hotels in hundreds of tourist destinations across India. Online travel agents around the world and in India as well, have featured TripAdvisor hotel reviews and reported increased conversion in hotel bookings." said Sharat Dhall, Managing Director, TripAdvisor India.

He further added, "This association is strong testimony to the unparalleled depth of TripAdvisor reviews on Indian hotels. In a short span of time, TripAdvisor has not only grown to become one of the leading travel websites in the country, with more than 2 million monthly unique Indian visitors, but also has the largest pool of real traveller reviews on Indian hotels. With this partnership, Indian travellers can read about fellow traveller experiences with the hotel and then go straight ahead and book the perfect stay."

Dhruv Shringi, CEO and Cofounder, Yatra.com, said, "Yatra.com has always been at the forefront of innovation in the online travel market, and we are delighted to feature TripAdvisor hotel reviews, which will improve the overall user experience and enable the travelers to make the right choice of hotels based on the experiences of the fellow travelers."