Until now, many of the leading travel brands in the industry have avoided doing anything with Airbnb and its sharing economy kin.
It will probably remain unclear whether this was because of the legal difficulties surrounding Airbnb and others with regards to insurance or local tax regulation and payment.
But perhaps the tide is turning.
KLM's recent promotion with Airbnb, to offer a sleepover on one of the carrier's retiring MD-11 aircraft, was the first sign that one of the world's biggest airlines was ready to do something substantial in this area.
Though not revealed at the time, the campaign was actually the kick-off for a new partnership, unveiled late-last week, which will see Airbnb listings initially added to the carrier's destination pages as options for accommodation.
Properties from Airbnb on over 600 destinations around the world are being integrated into the pages, giving users the chance to search for accommodation and then finalise the booking on the main Airbnb website.
KLM says there will be properties available in nearly every country on its network.
Although this is really just another affiliate deal between a third party provider and the carrier, KLM says early next year the Airbnb content will be made available on the homepage of the main KLM website.
This will obviously be alongside accommodation options for its existing hotel partner, Booking.com.
A KLM official says at the moment all bookings for Airbnb properties will be made on the partner site.
Whether this might change to a more integrated booking flow, giving users the chance to secure a property alongside their air ticket, remains to be seen.
An affiliate deal is one thing, where authority for the booking and any insurance issues for the purchaser rests with the source supplier, but to take that one step further and have a carrier such as KLM assuming some level of responsibility for a buyer is another matter entirely.
Airbnb's legal difficulties in various jurisdictions will probably put a dampener on that for some time.