TRIPBAM pioneered automated clustered rate monitoring in the hotel industry. After capturing a traveler’s reservation, TRIPBAM software scrutinized the digital data stream of changing room rates and notified users of any potential savings. While TRIPBAM could successfully discover savings for its many customers, its executives focused on the challenge of turning TRIPBAM into a resilient, viable business going forward. Many questions awaited a clear answer. Was the consumer space the one that had the greatest potential or should the firm focus exclusively on the corporate market? How could TRIPBAM protect its early advantage from its inevitable imitators? Both the consumer and business opportunities looked wide open even though each side presented distinct challenges to growth. To achieve profitability, TRIPBAM needed to not just grow the user base but also seek a unique position in the market to defend against the increasing number of startups entering their space.

The case provides substantial data and information for students to step in the shoes of TRIPBAM’s executives and provide some answers to the above questions.