TripAdvisor Announces Acquisition of EveryTrail

Another large acquisition in the mobile space was announce Friday, as Expedia-owned TripAdvisor – the world’s largest travel site – heralded the expansion of its mobile travel offering with the acquisition of EveryTrail.

EveryTrail has developed a GPS-enabled publishing platform to create outdoor tours and city guides for mobile devices. The technology will nicely augment TripAdvisor’s millions of travel reviews and opinions, and provide more detailed travel information to consumers that they can access with relative ease from their smartphones.

With regard to the value of the acquisition, details and terms of acquisition were not disclosed.

“Every day, more people are opting to use mobile apps as a way of consuming travel information,” said Adam Medros, vice president of global product for TripAdvisor. “EveryTrail bolsters our continued commitment to grow TripAdvisor’s mobile offering, and enable travelers to access walking tours, city guides and hiking trails directly from their smartphones.”

TripAdvisor announced the launch of its mobile website in March 2010 and has since added apps for the iPhone, Android, Nokia, and Palm smartphones, as well as the iPad.

At presentm, TripAdvisor Mobile provides users with access to more than 40 million traveler reviews and opinions on hotels, restaurants and attractions available on

“Like TripAdvisor, EveryTrail is possible because of a global community of travelers who share their stories every day,” said Joost Schreve, CEO of EveryTrail. “The mobile platform that we provide lets travelers turn these stories into highly engaging mobile travel guides that help other travelers enjoy their trips even more. We are delighted to join TripAdvisor in this exciting new phase that will give us the ability to bring our tours and guides to TripAdvisor’s 40 million travelers all over the world.”