Deals

TripAdvisor sets sights on social travel planning with Wanderfly buy

There’s one less challenger trying to unseat veteran vacation destination TripAdvisor from its digital throne, as the company today announced the acquisition of upstart Wanderfly.

The buy is part of TripAdvisor’s master plan to get more hip about social. In June, the legacy online travel company released a Facebook application for uncovering dining recommendations from friends and locals.

“The Wanderfly team understands the value in social travel planning,” TripAdvisor co-founder and CEO Steve Kaufer said in a statement.

Founded in 2009, Wanderfly makes a travel-themed service for vacation inspiration courtesy of friends and curators. The company relaunched in March of this year with visual travel guides, even more personalization, and a Pinterest-inspired design. The entire Wanderfly experience was intended to be more personal, easier to use, and less noisy than TripAdvisor, co-founder Christy Liu told VentureBeat at the time.

TripAdvisor, which operates about 19 different sites, has a combined audience of more than 74 million unique monthly visitors. The company, which was originally spun out of Expedia, is publicly traded on the NASDAQ and made $197.1 million in revenue and $53 million in net income during the second quarter of 2012.

Wanderfly is based in New York. The startup raised $1.4 million in funding. Terms of the deal were not disclosed.

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