YouTube has moved away from its early days as a destination for user-generated content to professionally produced video that would not look out of place on television.

CNN: SHARE THIS

Davison won't disclose how many people have signed up for Highlight to date, but our tests in London this week revealed a relatively thin pool of users. (For context, another fledgling rival, Banjo, hit 1 million users in April.) He appears to be some way off from the fabled "critical mass" at which a network becomes an attractive user destination.

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The app has the slickest user interface of the bunch too, executing tricks such as remembering properties a user has stayed at before and automatically suggesting those properties when the user searches that destination again.

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"What we fear is that in an uncompetitive environment where the carriers control the destination sites that you, the user, chose, you won't have the opportunity to choose us, " Sacca said.

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The other requires the user to go to a different destination, to pick up an item and then to select save and quit before returning to the game.

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That site would download a program onto the user's machine before sending them on to their destination site.

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TripAdvisor gathers and publishes user-generated content such as hotels, restaurants and travel destination reviews that travelers use for research prior to making bookings.

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The graphical user interface is bright, serene and well-ordered, with sensible heuristics for climate, phone, destination and media.

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