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So the race is on.

Will Google's new Hotel Finder or TripAdvisor's recently upgraded rate comparison metasearch be the ultimate travel search and book website?

In my humble opinion, TripAdvisor's is certainly the current winner. Their new functionality is just damn sexy and makes the customer experience enjoyable while giving the confidence to book appropriately.

Why I love it

TripAdvisor offers superior functionality that allows you to search not only on existing customer reviews but also on price and type of travel, for example business travel, family or romance.

And then it gets even better and makes the experience personal with their integrated TripAdvisor Friends functionality. Throughout your search it allows you to see if any of your Facebook friends have...