My Destination currently has 68 different destination websites within the portal with content, including virtual tours and videos, developed by a bank of locals.
The company says this local expertise provides value to users and describes Google’s content search and processing muscle as a “commodity”.
However, given Google’s purchase of destination content specialist Zagat a year ago, the search giant clearly has designs on the sector.
The video platform has been also been made more user-friendly and further developed with 90% of clips now available in HD.
My Destination is hoping to add a further 55 destinations to its service in the coming months.
The companyÂ secured ÂŁ1 million in funding a year ago from its ‘franchisees’ who also develop content for the site.