TripAdvisor Expands Ad Potential with Acquisition of VirtualTourist and OneTime

via Mashable! by Kristen Nicole on 7/1/08

Online travel network TripAdvisor, an operational subsidiary of the Expedia network, has just announced its acquisition of two other online travel resources, VirtualTourist and OneTime, for undisclosed amounts. With these acquisitions, TripAdvisor is looking to expand its reach and influence as a dominant online search tool for nearly every aspect of trip-planning.

VirtualTourist features similar user-generated content contributions as TripAdvisor, so this particular acquisition appears to be a direct expansion of the first-hand traveler guide format. OneTime, on the other hand, is a price comparison and booking tool, aimed to present the best prices for your trip.
TripAdvisor has indicated that there are no plans for integrating the companies or the Web domains, so for now the expansion of the travel network will likely see its biggest benefit in reach and advertising. While both VirtualTourist and OneTime will remain their own separate entities, I don't see why there couldn't be a future potential for integration of data and resources amongst these three travel tools. Especially as the online travel sector begins to get more specific and fleshed out as an industry, tapping into various outsourcing models and social media data pools. TurnHere and Everyscape have embarked on various aspects of both of these models, and others like Travature and Kayak take the integrated approach of combining search data from across the Web, professionals and user-generated data as well.
Other larger networks, however, have taken a far more integrated approach with their travel-related acquisitions. Microsoft's purchase of Farecast resulted in a niche segment of its LiveSearch. This is perhaps a more necessary integration for a company like Microsoft, as its larger specialty isn't directly tied to travel search and online resources. Need more travel resources this summer? Check here.
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