European Expedia sites have had their widely expected makeover today as the US-led rebranding effort gathers pace around the world.
A total of 12 Expedia sites across Europe now have the identity first introduced in the US in January.
Expedia says the re-branding will be backed by a return to TV advertising later in 2010.
The site's user interface will be improved over the course of the year, officials, say, although some changes are already in place with a permanent lower navigation bar on the bottom of the page showing links to travel information (today, for example, the BA strikes).
No further details are available regarding other improvements expected this year.
A wider media campaign in print and online is also expected to kick in to coincide with the rebranding efforts - a new pan-European web media planning and buying agency was appointed in February 2010.
Expedia's move coincidentally comes at same time as rival European online travel agency lastminute.com embarks on a new TV advertising campaign, its first for over a year.
Update: Expedia officials confirm the widely talked about "Where you book matters" tagline adopted in the US will not be used [background.