TripAdvisor Takes The Local Commerce Route

Through the acquisition of social mapping application Citymaps, TripAdvisor is looking to build up a truly contextual platform for its own local commerce ecosystem.

The mapping and navigation app will be a standalone business within TripAdvisor following the deal’s close.

“The Citymaps team understands how people experience their day through a maps lens,” Adam Medros, SVP of global product at TripAdvisor, said in a statement. “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.”

The popularity of navigation apps has increased among users in recent years and opens the door for integration with commerce offerings as well.

People can search for a place to stay, then, in the same app, navigate the city and find local landmarks and places of interest. And, maybe soon, buy tickets to museums, make reservations to local restaurants, etc.

“Over the past several years, we have built a popular mapping app that delivers socially powered inspiration and exploration for travelers,” Elliot Cohen, CEO and cofounder of Citymaps, explained. “Given our shared focus on helping travelers plan and experience a great trip, we look forward to working with the TripAdvisor team.”

In March, Citymaps reported having 1 million users, while TripAdvisor operates across 48 countries and has a site that reaches 350 million average monthly visitors, TechCrunch confirmed.