Further details emerging today about the partnership between Expedia and Groupon to provide targeted local deals to subscribers - with Europe very much part of the strategy.
The Groupon Getaway service will be brought to the UK, probably during July this year, and then also extended to mainland Europe.
The roll-out in Europe is expected to follow its initial launch in the US and Canada, where consumers are already being urged to sign up to receive deals from the duo.
Expedia says the partnership will eventually be extended to include package deals, airline tickets, car rentals, cruise trips and destination tours and activities.
Sourcing hotel product for the first phase will be entirely in the hands of Expedia, European senior marketing director Andrew Warner says, with its existing hotel partner team securing deals to run through on the programme.
"Our expertise in marketing travel to consumers and our understanding of what creates value for travellers together with Groupon’s expertise in the creation of compelling daily deals means that together we will create a very powerful and highly engaging product for consumers."
Details are also now being released about how the scheme will work for hotels and, later, when other product lines join:
Participating suppliers will be paid after the voucher sale is over, according to Expedia, "providing an infusion of cash for the supplier up to one year before the traveler completes their stay".
Consumers will redeem their voucher with the supplier for a date within 12 months of purchase. Later in 2011 they will also be able to redeem vouchers directly on the Expedia country sites.