Rome2Rio, one of just a handful of door-to-door travel search technology providers, appears to be persuading others that it's a shift in user behaviour worth capturing.
Just a few weeks after Indian online travel agency Cleartrip integrated the Rome2Rio door-to-door white label on its site, two of the big boys of the industry have confirmed they're giving it a whirl.
Booking.com has put the system within its destination pages so users can identify the location of hotels and things to do alongside plotting how to get from a home address to a property.
With what some predict (Booking.com never discloses) to be around 100,000 bookings per day on the site following what could be a few million searches over the same period, use of the door-to-door search service could be a tidy winner for Rome2Rio, not least in terms of exposure.
Chief marketing officer at Booking.com, Paul Hennessy, will not give much away behind the strategy for the integration, only that it is currently a test on the site in line with other services it is trying out.
"Our view on landing pages is consistent with our business practice.
"We are always testing landing pages and evaluating landing page performance to deliver customers the most relevant content and experience to assist them in finding an accommodation that exceeds their expectations."
Meanwhile, European airline giant Lufthansa has also used the Rome2Rio white label as part of its new Journey Planner platform on the site, currently being beta tested.
An official says:
"A pleasant trip should be well planned. But it’s rare that planning a journey ends when the flight is booked.
"Whether it concerns onward travel from the airport by bus or train, accommodation at the destination or the quickest way on foot to the next place of interest."
Integrating with one of the biggest airline groups in Europe is a massively important step for Rome2Rio, given the vastness of the network of routes which can serve destinations without scheduled services via road, rail or sea services.
The door-to-door concept isn't entirely new, with Zoombu (later acquired by Skyscanner), RouteRank, TravelFusion (here), Amadeus (via CabForce) and Wanderio (TLabs here) all predicting there is a big opportunity to enhance travel search beyond traditional airport-to-airport variables.
Google's on the prowl, too.