Rarely mentioned by TripAdvisor (it's not really been officially announced) but the company has a growing offline strategy, too.
There has been plenty of attention of-late on its Experiences platform, not least last week during its Q1 financial earnings call, when president and CEO Steve Kaufer outlined how it will attempt to open the eyes of its massive user base for hotel products to its other types of services.
But away from the digital world, TripAdvisor has been quietly expanding its presence into the physical world.
Starting late-2017 in Canada's Toronto Pearson International Airport, TripAdvisor opened a travel store in conjunction with retail specialist Paradies Lagadere.
This has expanded in recent months to include stores at airports in Phoenix and Houston.
Asia Pacific received its first outlet earlier this year in Hong Kong, with others opening back in the U.S. in Charlotte and Raleigh in the summer of 2018.
A store in New Orleans is expected in early-2019.
TripAdvisor is fairly tight-lipped about the project, saying that the stores are primarily branding opportunities.
The locations are "in a place where there is a high volume of tourism traffic", an official says.
They currently sell mostly travel products such as toiletries, neck pillows and beverages, alongside some TripAdvisor-branded products.
There is no suggestion as yet that the stores will be used to sell the tours and attractions that sit on TripAdvisor or Viator, by way of a point-of-sale unit to passengers as they start their journey to a destination.
Source: Phocuswire.