The Affinity Shopper project by Amadeus IT Group won the PhoCusWright Travel Innovation Summit top prize after beating off competition in the final round from Translations.com, Gliider and EveryTrail.
A reasonably worthy winner, some are saying, and an unusual one given that many believe innovation comes primarily from smaller companies who have to throw their efforts into creating something new in order to challenge the status quo.
Affinity Shopper is a classic skunkworks project from within one of the largest travel technology firms on the planet, so kudos to Amadeus for attempting to create something it, and some others, say is a game-changer.
The next stage for Amadeus will be to see how quickly such a fundamentally different way of searching for air fares is embraced - or not - by visitors to airline websites.
Abandoning From-To-Date type search in favour of less tangible details such as Price Range, Interests and Regions is an obvious approach to take.
And with Lufthansa on-board as its first customer and two other unnamed airlines apparently going live by the end of the year, Amadeus will find out pretty quickly if this change is welcome.
It could, of course, ask Air New Zealand.
The flag carrier from the southern hemisphere has created its own similar service - a product which has a number of similar tools to Affinity Shopper.
There is also QFly from the Netherlands.
Some while other sites may consider themselves to be the pioneers, Affinity Shopper has developed something which has the best bits from both services and, most importantly, added the activity-based elements into the pot.
It is what we might call, a meaningful mashup.