Hg2, a Hedonist’s Guide To, is removing its paywall and making online content on more than 42 destinations available free of charge.
Until now only hotel reviews have been free but the company has decided to open up its content and make it more widely available to help drive traffic and create partnerships.
Hg2 signed a deal in July to provide content to Virgin Atlantic’s vtravelled social travel site on 33 of the airline’s destinations.
The content will include material on where to eat, sleep and shop as well as suggested itineraries, reading lists, soundtracks and insider tips.
In March vtravelled announced its intention to close for a revamp. The service is expected to relaunch in beta at the end of year for full re-launch in February 2012.
Hg2 publisher and founder Tremayne Carew Pole said the Hg2 content, including 20,000 images and 12,000 reviews was being ‘under-used’ and that the company wanted it to be shared more widely.
“By bucking the trend and not charging for content I believe we can dynamically grow and develop our business and create a truly unique travel proposition.”
Portable content such as downloadable PDFs, iPhone applications and books will still carry a charge.
The company is also developing a hotel booking engine as well as a travel booking service in conjunction with Abercrombie & Kent.