Tripadvisor has been dancing around tours and activities for a while, as it is a natural fit for it, and with Viator, it makes its first large foray into it.
Emirates shows its size and might in every way. If Emirates ever get the naming right to the tournament -- which this being FIFA, entirely possible -- would surely cause a lot of controversy.
Emerging from this mix of pulling away and drawing close, for the silent traveler and travel brands, are new models and approaches for both customer relations and local discovery.