Much is made of how press trips have typically focused on traditional print and broadcast media journalists when showing off a new destination or product.
But in recent years travel bloggers have started to enter the minds of travel companies, especially as they often have tremendous influence through various social networks as well as their own sites.
Well, it appears that even British Airways is changing colours with its first ever press trip targeting travel bloggers this week on a jaunt to New York on its relatively new London City to JFK business-only route.
The airline is whisking away a handful of UK bloggers for two nights at the stylish Soho Grand in Manhattan, all expenses paid, including the journey from LCY to JFK (a service which stops in Shannon, Ireland, on the way).
When the route launched in 2009, BA made much of the technological prowess of the aircraft being used, an Airbus 318, which was retrofitted to include in-air web connection, email and SMS facilities.
So inviting a group of bloggers along on a trip (with two BA representatives to guide them) is a logical but fair undertaking, especially as many of them will be blogging and tweeting on the flight.
Mark Hodson of 101Holidays is one of bloggers on the trip. He says:
"A number of tourist boards and hotels have run group facility trips for bloggers - or included a blogger on a press trip - but this is significant because British Airways is a big player with - up to now - a traditional approach to PR.
"It's a good fit because the new OnAir inflight communications system allows bloggers can broadcast their reactions live on Twitter. This kind of instant coverage doesn't come so naturally to old-school journalists."
Nevertheless, the issue of bloggers going on press trips has been a thorny one to address over recent years.
Some consider their craft, dare we say it, purer than that of those who attend regular trips throughout the year - namely, print and broadcast reporters - and want to stay away, suggesting that their writing should not be influenced by the charms of an expensive trip (a ticket on the BA flight to NYC, for example, costs in the region of £4,000 return).
Such has been the ire on some blogs whenthesubjecthascomeup that it has polarised not only the blogging community but also mainstream journalists, triggering wider discussions about the merits of press trips.
No doubt BA doesn't really care too much about the controversies such trips can lead to (although it will be interesting to see how much additional TLC will be afforded the attendees).
So, finding out who else in on the trip was difficult, with the editor of TravelRants, Darren Cronian, who tweeted his involvement last week, the only other writer alongside Hodson admitting their presence.
Disclosure: This author was invited at the last minute... but declined the offer.