It's not just constant chatter around the industry about consolidation of suppliers and intermediaries - those spending the industry's marketing money are also joining forces.
MMG Worldwide and Y Partnership have merged today to form MMGY Global, claiming the combination of the two agencies (previously based in Missouri and Florida respectively) will create the biggest travel marketing agency in the world.
The pair bring a client roster of over 200 travel companies under one roof, including the likes of Hilton Worldwide, Walt Disney Parks and Resorts, Choice Hotels International, Silversea Cruises, Namibia and Mexico Tourism Boards, and Travel Guard.
As well as four offices in the US (which will be retained), MMGY says it will continue its affiliate agency relationships in ten countries around including the UK, Thailand and Canada.
Both companies were created and schooled in the traditional advertising world of TV, papers and radio, but have since pushed their digital credentials to the forefront of the portfolio of tools, including analytics, brand development, advertising and digital marketing, CRM, web and mobile development and social media marketing.