TripUp - "our site is dead, go to Facebook instead"

Sidestep bought TripUp in 2007 as part of the plan to add content and community and with meta-search. Then Kayak bought Sidestep and made it clear that they believed in affiliates and search as traffic generators not content and community sites. When asked by me what this meant for sites like TripUp, Kellie Pelletier of Kayak gave the not so coded code words of “evaluating all those relationships now” and “reviewing contracts and performance". That usually means you will see things being shut down in the next three months. Well here we are three months later and TripUp is dead. I wonder how the staff at Travelpost (another Sidestep Content acquisition) are feeling?

The page that used to be TripUp is now thirteen simple words

"Tripup is gone, sorry.
Maybe you can use Facebook instead, it's very popular."

I doubt even that page will last very long.

Thanks to to the Triptouch blog where I spotted the story.

Have attached a screenshot below

Sidestep can't stay out of the news - what will be next

Sidestep seemed very comfortable for a long time being a pure meta-search company (is arguable that they invented the model). The economics were simple - buy traffic from GYM (Google, Yahoo, MSN) cheaper than you can sell it to advertisers who will come to the site because you can deliver highly qualified traffic. However somewhere something started to break in the model, most likely this was that PPC costs for the best of the travel keywords were becoming too expensive. Traffic had to be acquired in cheaper ways. So Sidestep has gone on and acquisition and content deal blitz-a-thon.

The latest is today's announcement of the acquisition of travel social network TripUp (here is the paidContent story). TripUp has all the usual features of a social network around travel - reviews, videos, photos, community, interest matching etc. What it does not have is a way to search and book travel.

Rolling up all Sidestep's recent activity now they:

• own a social network;
• own a blogging/review platform (Travelpost);
• have a content deal with Frommers;
• have a blog content feed from RealTravel; and
  
• another round of financing banked.

That means content, distribution, meta-search and money. There are also very strong confirmed rumours of profitability.

So what is next for them? Not sure if it is time yet for a sale. To extract the most from their valuation they probably want to have a longer period of earnings growth. But I expect them to continue with content and distribution acquisition through either buying more companies or further licence and affiliate deals. On the product side there is more international expansion to do. I am also sure they are contemplating more in the area of video and photos (Hotelsbycity for example). To round off the speculation, what about a technology buy. Something that would improve their ability to push contextual deals in automated forms - think Google Adsense but for travel deals.