Most people associate M with a Bond character but that might change when Facebook unleashes its own M.
The social giant is currently Beta testing the concierge service in the US.
Taking advantage of all mobile has to offer, the social network wants to enable users to ask anything in terms of information as well as use it for services such as restaurant bookings and, well, the possibilities are many.
The company has been talking about the development for a few months but not so much in conjunction with the travel industry.
Facebook head of travel, education and consumer services strategy Lee McCabe highlighted the service as one of a number supporting its mobile-first strategy and nicely playing into the hands of the three Cs in consumer trends - connection, convenience, context.
M, according to McCabe, will appear as a contact in Messenger and be a "virtual system to take care of more and more tasks."
It's an interesting move given the rise of concierge-style apps, such as Pana, in recent months and begs the question where this will leave those startups.
M feeds into the connection trend mentioned above as does another service Facebook is trialling which provides Messenger users and businesses a common place to communicate.
McCabe suggested KLM might be the first airline to use the service and the aim would be for all interaction between a user and company to be contained in one thread - booking, boarding pass, upgrades, customer service etc.
KLM is already using Messenger and early results showed a 40% increase in questions addressed to the airline overnight.
McCabe wasn't taking questions at the WTM-Travel Perspective session where he talked about the service but one obvious one is data security.
Touching on the desire for convenience trend, he didn't have a service to reveal but pointed to the unbundling of all hotel services from gyms and spas to dining and laundry so that these days all guests want is wifi, a good location, a decent bedroom and a decent bathroom.
This will continue and "disrupt all areas of industry" as well as fuel the rise of businesses such as Airbnb.
One other beta he did mention is Spherical Video which are immersive clips, within a user's feed enabling users to look round a destination.
McCabe predicts the videos and will change the planning process of travel while augmented reality will change the experience.
Only a brief mention of Oculus Rift which is slated for release in the first quarter of next year with McCabe saying it would be powered by apps.
As a general trend McCabe believes an increasing amount of time will be spent on apps especially with the advent of signals and sensors.