Travel search company SideStep is acquiring TravelPost.com, a site which specialises in user-generated content, featuring personalized hotel ratings, travel advisory services, and personal travel blogs. Fnancial terms of the acquisition were not disclosed.

SideStep expects the acquisition of TravelPost will to enable SideStep to increase its base of unique visitors and attract them early in the trip-planning process instead of later when they are closer to the buying decision.

Rob Solomon, president and CEO of travel search-engine said the purchase of TravelPost, which already had been providing user reviews to SideStep, will “create better economics” for SideStep. According to Solomon the merger means SideStep will more aggressively “motivate and incentivize” Web site visitors to review hotel properties, and the travel search engine will integrate this traveler content more tightly into SideStep’s offerings.

Solomon added that expansion of user-generated content is a powerful trend, and this acquisition allows SideStep to rapidly accelerate its offerings.

SideStep transfers users to supplier sites and generates revenue from advertisers by charging them on the basis of a CPM (cost-per-thousand-page impressions), a CPC (cost-per-click), and a cost-per-booking.

Sam Shank, chief executive officer, TravelPost.com. “With SideStep’s incredible team, supplier relationships and resources, the companies will work to expand and enhance our community review offerings while bringing innovative Travel 2.0 products to market.”

Founded in January of 2004, TravelPost.com is based in downtown San Mateo, California.
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