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I think to achieve good results for any "vertical" focus has to be actual users and not search volumes. SEO, SEM,  & Inbound Social Marketing has to be startegic & creative. (Say Adding Value?) Here few suggestions & features I liked from Urbanspoon , Expedia 1. Scope for UGC (User Generated Content) : Reviews, Ratings, How to Reach, Overall Experience. 2. Solid site architecture. ( For fun we name it wysiwyg architecture ) - Panoramic view of Hotel room, restaurant, Car for Rent Or Add value using more relevant modules on Page. 3. Many  great websites are missing implementation  of  Microdata using schema.org 4. Sectionwise Sitemap.xml, Image Sitemap, Video Sitemap 5. User-centric Navigation (Internal linking with partial anchor text) 6. Add Value using cool Facebook fan page or app 7. Promote every effort & channel strategically 8. Implement Canonical tags across Multilingual TLDs. Hope, I have made attempt to enlist major features which Tripadvisor is missing