While the debate rages on around social travel sites, whether they're necessary (see comments here) and their impact on the bottom line, eDreams is quietly unveiling its own effort.
The Odigeo-owned brand has elected to go down the Facebook route with the launch of its Domingo travel inspiration application.
It's probably a sensible move if we believe recent PhoCusWright research showing how it's the established social networks that travellers use to share experiences as opposed to travel specific ones.
Anyway, what does Domingo offer that other social travel services don't?
A combination of elements according to eDreams including, as you would expect, travel inspiration via the experiences of your friends, the app shows where they have travelled and where they'd like to and filters options by travel type, i.e. nightlife, family and culture.
To make things easy, sign-up is integrated with your existing Facebook login and it only takes one click to access airfares to your chosen destination.
eDreams says the idea grew internally with the team always asking each other for interesting travel recommendations as well as it wanting to leverage the Facebook graph.
The OTA also wanted to tie its own inventory into the app via deals and promotions.
However, it says, Domingo will not cannibalise existing business because it is designed for those still looking around for ideas as opposed to those going to eDreams who know what they want.
According to the company, the deals element is one of the app's USPs enabling users to 'opt in' to promotional alerts to a particular destination with other selling points including the fact that it's device responsive and destinations are curated so as not to bombard users.
The deals element is interesting given that the PCW research shows that more than a fifth of travellers who use social media are looking for travel deals.