Over three years on from Lufthansa and two years after British Airways, Emirates is trying to change the way people search for flights, based on what passengers might do in a destination.
Inspire Me is a new service launched this week by the Dubai-based carrier, allowing users to search for routes on the Emirates network with only dates and departure airport as parameters.
After the initial selection, a map plots the destinations served from the original point (with one connection).
Users can then start to drill down on their choices by selecting journey times and average temperature, but also by the types of trip it might be (backpacking, cultural, sporty, safari, family-themed, etc).
After the choices have narrowed or increased on the map, based on the user's selection, each destination can be opened up to see more information about the flight, (real-time) prices, a guide to the city and further details on the weather.
Once happy with the option, users are then redirected to a landing page on the main site to complete the booking.
Lufthansa first started playing with this idea in late-April 2009, after integrating the Amadeus Affinity Shopper tool into its website.
BA followed suit with its TripSeeker service in April 2011 after beta testing a similar platform called WorldExplorer in the summer of 2010.
Whether such new ways of researching trips on a carrier are becoming the norm is debatable, not least because most of the functionality remains on a microsite and is rarely put in to the main search functionality at the core of most airline websites.
Emirates initially claimed the tool was built in-house, but the platform was actually built in conjunction with Travelport and finally announced in late-June.