News that TripAdvisor reviews will be added to the website of long haul tour operator First Choice sounds like just another content partnership - but the reality is somewhat different.
The pair announced today that user reviews and ratings will be published for the first time against hotel properties on holidays supplied by First Choice.
This is an extension of a existing agreement between TripAdvisor and First Choice parent company TUI Travel, where the review giant's content already runs against hotels featured on the website of sister business Thomson.
But those with reasonably long memories will recall TUI announcing in late-2007 that TripAdvisor reviews will appear on the First Choice website some time during 2008.
Surely some mistake?
It turns out that the proclamations at the time were correct and there was a plan in place to integrate TripAdvisor reviews on First Choice three years ago.
The idea, under the stewardship of then TUI new media director Graham Donoghue, was to expand the content system and reviewing platform used by Thomson over to First Choice, as part of a wider programme to integrate business processes following the high-profile merger of the pair in September 2007.
For some reason, integration of the platforms never materialised and hotel user reviews have never seen the light of day until now.
Coincidentally, Donoghue left TUI in early-2008 to become managing director of metasearch engine Travelsupermarket.
First Choice was contacted about this kink in the timeline, but has yet to give a reason as to what happened in early-2008 to stall the implementation of TripAdvisor reviews on its site for another three years.