The hotel industry has been watching closely during 2014 as Priceline (and its Booking.com division) has started flexing its muscles elsewhere.
That "elsewhere" is namely around providing business services for hotels and chains alongside being a consumer-facing distribution partner for room sales.
The most high profile of these moves were the acquisitions of marketing services provider Buuteeq in June this year and cloud-based hotel reservation system startup Hotel Ninjas a few weeks later.
These two purchases place a range of technologies at the disposal of the Priceline Group as it looks to become a B2B services company to the wider hotel sector.
But what else?
This time last year it emerged that one of the largest online travel agencies in Europe, eDreams (part of the Odigeo super-brand), was using the Booking.com white label system for intermediaries, giving over its entire search and booking system for hotels in favour of a Booking.com-powered platform.
And then, just as Priceline was busily buying up technology companies, details of a new and additional white label platform started quietly leaking out.
Alongside providing intermediaries with a search and booking system, Booking.com was also now offering hotels the chance to take a similar service.
It is essentially an extension of the intermediary white label, but instead is tailored for a particular hotel brand, like a customized widget that has been supersized.
Each solution is made specifically for an individual chain and takes up an entire web domain owned by that chain.
How deep a hotel chain wants to get in with Booking.com is a key question in all this - hotels have a delicate balancing act to tackle, as they look to increase direct bookings but also know that the Booking.com is a large distribution network (frenemies in action, perhaps).
But, as one element of the new white label illustrates, having the Booking.com machine behind it to actively market the hotel or chain in paid search is quite an inducement.
Booking.com wouldn't expand on the development of such tools for hotel or chain partners back in June.
However, one large hotel chain appears to be willing to give the idea a try, with the entire network of properties belonging to Marriott in Italy having the entire search and booking functionality powered by Booking.com.
Regular users of Booking.com will notice the similar look and feel of the interface, including position of property images, amenities and other booking menu items (example).
How far this integration between Marriott and Booking.com is going to go is unclear (only Italian properties, other Marriott sister brands?).
Again, Booking.com is keeping its cards close to its chest and will not discuss any details of the white label or Marriott deal.
Marriott has yet to respond to requests for comment.