Recent algorithm updates have left travel marketers pulling their hair out as search giants such as Google put increased emphasis on unique, high-quality content.
Meanwhile, one company has come up with an answer that it hopes will help companies improve search rankings, boost visitor numbers and generate leads.
Web consultancy, Hit Riddle, is calling it the Travel Content Network and believes it could be on to something by hooking up website owners with a bank of experienced writers.
Travel brands from airlines and hotel booking engines to tour operators and hotel chains use a bidding system to specify how much they want to pay and what their deadline is.
The online travel writing community will be keeping an eye on this development. It could be seen as a sort of b2b version of simonseeks, which closed in May.
It also further fuels the travel writer/blogger debate in terms of companies being prepared to pay for work produced by professional travel writers and the evolution of new business models.
As it goes, Hitriddle's network does include bloggers and the company describes most of the contributors as regular bloggers on their own sites as well as writing for others.
So, the question is, as the lines continue to blur and business models evolve - will professional writers and influential travel bloggers attract an equal share of the work?