Social seating, it seems, has been quietly making headway in the background - although perhaps not in the direction we might have expected.
Rather than announcements of airlines flocking to integrate a service, it seems hotels are taking more of an interest in the technology.
SeatID, which emerged onto the market about a year ago, has delivered on a promise to extend the service to hotels by signing a deal with hotel booking system Pelican Solutions.
The partnership enables guests to sign-in with their social media profile and see who within their network of friends has stayed at the hotel previously or been in the area.
A SeatID widget within the hotel's website provides the relevant information.
Eran Savir, chief executive of the Tel Aviv-based company, says the service will help hoteliers drive conversion as friends validate users' choice.
He hinted at a move for social seating into the hotel sector as well as rail and events to Tnooz earlier this year.
The SeatID service within hotel websites is opt-in and users can also define which members of their network see their information.
It will be interesting to watch how social seating (or perhaps now it should be social booking) develops going forward particularly in light of moves from other companies including HRS to plot friends who have visited a hotel or area on a heatmap within Facebook.
But, more significantly, how will Facebook's own Graph Search initiative affect this going forward?
Facebook's head of travel Lee McCabe told a WTM audience last week that sharing now permeates all stages of the travel process and that the company is building a 'knowledge economy' to answer people's questions better.
"Graph search is still in beta but based on social signals it will be completely personalised - hotels where my friends have stayed or restaurants they have eaten in.
"This is just the start, over time we want to become more sophisticated - hotel in New York for Thanks Giving with family and near the theatre."