UK online travel agency OnTheBeach claims a world first today with the launch of a Facebook application to allow a customer to organise bookings for friends.
Once the BeachMate application is shared around a group of people, each member can input a unique BeachMate reference number of another person's holiday into the service and be directed to the relevant booking page on the OTB website.
The application then aggregates friends into groups of those going on a particular trip.
One of OTB's popular segments is holidays targeted at younger travellers for such destinations as the party island Ibiza in the Mediterranean - a natural habitat for Facebookers.
The Manchester, UK-based agency currently has over 18,000 fans on its Facebook page and has embraced social media under the direction of marketing director Alistair Daly.
Facebook apps have generally been a bit of a mixed bag for travel firms since the social network's API was opened to developers in mid-2007.
TripAdvisor's Cities I've Visited app currently has around 2.7 million monthly active users and the Travelpod Traveler IQ Challenge attracts roughly 75,000 players.
But they are relatively lone successes in a sea of often crushing disappointment to many travel firms who thought an app would be a key to social media glory.
Many other apps have come and gone quickly, primarily due to a lack of usage and/or high running costs, leading many to throw their Facebook efforts into Fan Pages.