Yelp positions itself to be more than a review site

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Yelp.com, already a giant in the local business review space, now offers the ability to reserve hotel stays through the site. http://marketingland.com/yelp-adds-hotel-reservations-list-booking-services-104889 It makes sense, as many people review hotels, restaurants and other places before deciding on booking a stay/reservation and I'm kind of surprised it took as long as it did. It'll be interesting to see how much of a bite this takes out of sites like Priceline and Travelocity and if those places start to position themselves as more of a source for reviews.

Also of note in the article is Yelp's plan to go full e-commerce (right now you book through a 3rd party and Yelp just refers you to them) once they integrate Apple Pay into their site. I think if they make a big deal about having it, other businesses will be forced to accept it as well which would certainly make life pretty good for Apple's new service!