In an effort to offer travellers more localized content, TripAdvisor has launched new local domains for South Africa and the Philippines.
The company says it plans to launch more such local sites beyond the core dot-com brand during 2014 - it's current total stands at 36 countries.
TripAdvisor has launched a number of local sites in recent years, but will be making a dedicated push into some of the larger markets in which it has a presence but not dedicated services for locals.
In the latter half of 2013, the company launched local domains for Venezuela, Peru, Chile and Colombia.
Different from earlier localisation efforts is now any new launch into a new market includes automatic integration with the wider TripAdvisor metasearch channel, backed with product from local intermediaries and suppliers.
Localisation from dot-com to a country site includes changing currencies, translation of content and reviews, adding more points of interest and raising the profile amongst consumers to add reviews to the service.
CMO of TripAdvisor, Barbara Messing, says:
"South Africa and the Philippines are important markets for us because not only are they popular tourist destinations, they are also nations with passionate travelers and we see a great opportunity to serve them."
Recently, TripAdvisor reported that it has over 150 million reviews on site, with about 50% of it added in 2013.
The site currently attracts more than 260 million unique monthly visitors, has over 19 million traveler photos and operates in 36 countries (each running a local domain website).