Expedia-owned travel website TripAdvisor has acquired EveryTrail, the developer of a GPS-enabled publishing platform supporting outdoor tours and city guides optimized for mobile devices. Financial terms of the deal were not disclosed. According to TripAdvisor, the addition of the EveryTrail platform will complement its existing travel reviews and bolster the quality of travel data consumers can access via smartphone. TripAdvisor launched its mobile website in March 2010, and now offers apps for the iOS, Android, Symbian and webOS mobile operating systems–TripAdvisor touts over 40 million traveler reviews and opinions on hotels, restaurants and attractions, as well as airfare updates and travel tips.
TripAdvisor Media Group attracts more than 50 million unique monthly visitors across its 17 travel brands. Its sites operate in 27 countries worldwide.