In addition to the mobile app redesign, TripAdvisor has also updated its mobile site. Over the past few years, TripAdvisor has been investing a lot in the mobile space to drive engagement.

“We are constantly enhancing our mobile experience for travelers worldwide to improve our highly-rated mobile apps,” said Alison Croyle, a spokeswoman for TripAdvisor.

“Everyone carries their phone with them while they travel, and more and more are using those devices to plan in market. TripAdvisor aims to be everywhere that our travelers are, delivering great experiences and helping people plan and have the perfect trip,” she said.

Mobile revamp
In addition to larger photos, the updated app and mobile site lets users add a hotel, restaurant or attraction not yet listed on TripAdvisor to provide an immediate review on their experience.

Travelers can also switch currency displays when traveling abroad.

Additionally, mobile Web users with iOS 6 or higher and Android 2.2 or higher can view and share videos of their travels, to provide more visual details of a hotel room, restaurant or attraction.

“TripAdvisor is using the various marketing channels available to make sure our users and owners know about the latest and greatest from the world’s largest travel site,” Ms. Croyle said.

“We’re working across platforms and with partners throughout the world to spread the word,” she said. “In fact we recently announced exciting news that TripAdvisor is the only travel app that will be pre-installed on the new Samsung Galaxy S4 and Samsung is using TripAdvisor content—millions of photos and over 100 million reviews and opinions—to power its own travel apps.”

Past efforts
TripAdvisor is no stranger to mobile.

In 2011, the company expanded its mobile strategy to include city guides with the rollout of twenty Android apps (see story).

Most recently, TripAdvisor added new cities to its line of guide applications to help consumers discover the best attractions, events and places while traveling (see story).

“Mobile unique users grew 190 percent from 2011 to 2012,” Ms. Croyle said.

“We’ve invested heavily in the platform and will continue to do so through initiatives like being integrated and pre-installed on the Samsung Galaxy S4,” she said. “Enhancing our mobile presence remains a top strategic priority.”

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York