TripAdvisor has become probably the most high profile travel company to dip its toes into the still somewhat experimental waters of augmented reality.
An upgrade this week to its existing smartphone and iPad applications gives users the opportunity to use a device's camera and GPS technology to pinpoint points of interest and other markers contained in the TripAdvisor system.
Similar to other AR-enabled services, users see a label overlay on the screen of the device, with snippets of information such as name, overall rating and a link to the main TripAdvisor site.
The labels automatically move or change to another item as the user moves the camera view around a location. A map also shows the location of the user and the direction they are looking in.
TripAdvisor first added Google StreetView services into the app in February 2011.
The app (iPhone, iPad2 only and iPod Touch) also features Virtual Tours, allowing travellers to preview a travel destination with TripAdvisor reviews and opinions superimposed over Street View from Google.
This last element is probably the first obvious sign of how TripAdvisor will use technology and content from its recent acquisition EveryTrail.