AirFareWatchdog has relaunched its website as it looks to push into new markets outside of the US including a dedicated version for UK travellers.
The TripAdvisor-owned brand launched five years ago and was snapped up by the Expedia Inc powerhouse in 2007 as part of its wider strategy to develop additional brands through the Smarter Travel Media division.
The new AirFarewatchdog site was cleaned up for the New Year with a simpler user interface, says founder George Hobica.
The site works by listing fares and promotion codes for tickets on a range of airlines. Users can book tickets when referred to sister brand Booking Buddy or with airline.
Hobica admits the AirFareWatchdog brand is "virtually unknown" in the UK but commands around 1 million unique users a month in the US.
The site also a healthy email newsletter service with 900,000 subscribers.
The current service is manually operated, Hobica says, with individual fares and deals hand-picked by AirFareWatchdog to keep with its "advisory service" ethos.
TripAdvisor operates a suite of unbranded sites including SeatGuru, FlipKey, Travelpod, Cruise Critic, Virtual Tourist and Travel Library.
A number have since had regional extensions added such as Cruise Critic UK.