TripAdvisor has acquired New York-based social mapping platform Citymaps for an undisclosed sum.
The Citymaps website and app enables tourists to discover hidden gems, points of interest and navigate urban destinations while sharing favourite locations with friends.
Explaining the thinking behind the deal, TripAdvisor said “the importance of online mapping technology is increasingly significant in consumer usage for everyday situations, including tourism”.
In 2015, TripAdvisor’s “TripBarometer Connected Traveller Report” revealed that 81% of US travellers use maps on their smartphones to find their way around.
Adam Medros, TripAdvisor senior vice president global product, said: “The Citymaps team understands how people experience their day through a maps lens.
“We are excited to welcome the team to the TripAdvisor family of brands to help TripAdvisor ensure its mapping features best address the needs of its users who are increasingly accessing the site on mobile devices.”
Elliot Cohen, chief executive and co-founder of Citymaps, added: “Over the past several years, we have built a popular mapping app that delivers socially-powered inspiration and exploration for travellers.
“Given our shared focus on helping travellers plan and experience a great trip, we look forward to working with the TripAdvisor team.”
TripAdvisor said Citymaps will continue to be run as a standalone business. Terms of the deal will not be disclosed, it added.