Travel companies never miss a chance to tap into some kind of cultural reference when there's a marketing opportunity - even one that predicts the demise of the planet.
And so, therefore, Expedia is making the most the doomsday scenario some believe the Maya could foresee hundreds of years ago - that the world will end on the 21 December 2012.
Yeah, that's ten weeks or so away.
Anyway, eager to help those who subscribe to the prophecy and who are planning to head to the former-Mayan heartland of Central America to, err, celebrate the end of the world, Expedia is slashing rates for a string of hotels in the region.
Vice president and general manager at Expedia, Joe Megibow, says, with tongue planted firmly in cheek:
"Given that this might be the last chance to see this great destination, we thought we would make it easier to get there, by introducing some amazing sale prices.
"We do realize you're not going to have much use for the money you've saved if the world actually does end, but either way, those savings are yours to keep."
Obviously Megibow will not be laughing as much if the doomsday fans (and the Maya) turn out to be accurate. But then again, presumably, none of us will be :)
In the meantime, as we wait for the apocalypse, here's a great song:
NB:Mayan doomsday image via Shutterstock.