Just when some hoped TripAdvisor couldn't get much bigger it has now emerged that its reviews are being viewed by 150 million people every month elsewhere on the web.
Data released today shows that the 150 million people viewing reviews, ratings and opinions every month on sites other than TripAdvisor is three times higher than the average of 50 million hitting the main site on a monthly basis.
TripAdvisor claims to have over 250 partnerships in place to include to run its content on other sites, with some of the heavyweights of the web including mothership Expedia (in some countries), EasyJet and Eurostar all taking part.
Other partners include tourism boards, hotel chains and what it terms "businesses and organisations".
The gradual spread of the brand into many corners of the web continues as there are now 30,000 different websites carrying so-called TripAdvisor "badges" - widgets such as its "Recommended On", "Bravo!" and "What's Nearby" tools.
So while the concept of white labelling as part of an ecommerce strategy has often been met with mixed results (such as embedded tools on media sites from metasearch providers - the Telegraph and Guardian newspaper websites, for example, went through a string of white labels in the mid-2000s), a pure content play appears to yield more sustainable results - at least for TripAdvisor.
TripAdvisor says it is unable to provide further data on the ratio of where the 150 million people are coming from - for example, does 80% of the views from external sites come from 20% of the partners, etc.