Google's acquisition of Frommers may have left a few in the travel guide world quaking in their boots - but My Destination is coming out fighting against the Big G.
Alongside signing content deals with HotelsCombined, Skyscanner and CarTrawler it has also revamped its suite of sites to make them easier to navigate, it claims.
My Destination currently has 68 different destination websites within the portal with content, including virtual tours and videos, developed by a bank of locals.
The company says this local expertise provides value to users and describes Google's content search and processing muscle as a "commodity".
However, given Google's purchase of destination content specialist Zagat a year ago, the search giant clearly has designs on the sector.
The video platform has been also been made more user-friendly and further developed with 90% of clips now available in HD.
My Destination is hoping to add a further 55 destinations to its service in the coming months.
The company secured £1 million in funding a year ago from its 'franchisees' who also develop content for the site.