Much muttering and breaking open of the champagne in the UK today as Teletext Holidays unveiled a project to open retail travel agencies in conjunction with supermarket giant Tesco.
The online and TV travel business is to open up to 20 retail outlets over the next two years either in or alongside Tesco's smaller, mostly town centre-based Metro stores.
But there is clearly more to it than simply partnering with the Tesco retail giant, as Teletext Holidays' boss Victoria Sanders admits.
Teletext would actually like a little bit more of the Tesco pie it seems. And anyone familiar with where a fast growth area of the Tesco business is, will know exactly where she means.
Sanders says she would be keen to talk to Tesco about its travel portal on tesco.com. The service sells flights, hotels, holidays, car hire and city breaks and has been running for a number of years.
It would make perfect sense, for Teletext at least, to marry the offline retail offering against an online portal for selling travel products.
At the moment the new retail project will have the ability to sell existing Teletext products via clerks in-store. Customers will also be able to use Self-Service Pods in the stores to browse products from the Teletext and ThisIsTravel sites before asking a clerk to book the trip.
So it would indeed make sense to throw the online capability in as well, primarily to provide some synergy between the online and offline experience.
The problem for Teletext will be twofold: negotiating with yet another enormous part of the Tesco empire (it runs online seperately from retail) and removing the incumbent provider of online travel - a certain lastminute.com.