It was only a matter of time before the floodgates opened following Facebook's social graph treatise last week - and the Like button is gaining momentum in travel.
Shortly behind TripAdvisor's integration of the Like button on hotel and other content pages comes USRentaCar, which promises users this week that it is the first car hire to follow suit.
Like buttons are now featured on every search result for any vehicle or any location, through multiple suppliers.
The idea is that over time users will learn to trust certain products or brands or content on sites if those in their social graph (in this case: their friends on Facebook) recommend it.
The company says:
“The idea that customers can see the vehicles and suppliers their friends have used and liked appealed to us. Our own supplier reviews have been a great success and we see the Facebook like button as an add on to this service.”
Meanwhile, TripAdvisor says it temporarily removed the Like button from the website earlier this to receive a "site performance-related patch".