Travellers are now 10 times more likely to see personalised travel advice on its site, according to TripAdvisor.

“Travel advice from friends is incredibly useful, but your inner circle may not have all the answers on a particular hotel or destination you are researching,” says Adam Medros, vice president of global product for TripAdvisor.

“The Friend of a Friend feature increases the probability of an even greater personalized TripAdvisor experience by highlighting opinions from a larger network of travellers that know the people you trust.”

TripAdvisor estimates that a quarter of its reviewers have a Facebook account, each with an average of 190 people in their friend network. With access to friends of friends the average network can soar to tens of thousands, making social travel planning exponentially more useful, it said.

Users, when researching a hotel, restaurant or attraction, will see their friends’ reviews first, followed by reviews of their friends’ friends. They can also use the TripAdvisor private message service to ask anyone in the network for further advice.

They can adjust their privacy settings on Facebook to limit what their Facebook friends can see on TripAdvisor. Those who do not want access to their friends’ travel advice, or don’t want their friends to see their own reviews, can opt out.

The feature is now available on TripAdvisor sites worldwide with the exception of China and Egypt.