International Airlines Group (IAG) is the latest travel brand to get in on the startup accelerator act - launching Hangar 51 this week.
The company, parent of the Aer Lingus, British Airways, Iberia and Vueling airlines, says it will take a group of startups into the programme for ten weeks, based at its London, UK, headquarters.
Early stage investor L Marks and IAG will assist each startup with product development, act as mentors and put in place a trail environment for each business.
The idea is to create "next generation travel experiences and finding solutions to real business challenges", essentially by allowing startups to enter the aviation industry and learn from brands that live and breathe it operationally day-to-day.
L Marks and IAG say they will make investments in some of the startups at the end of the ten-week period, although they'll agree likely terms for any financial collaboration with each before they join the programme.
The programme is concentrating on a number of areas for startups to tackle; improving the airport experience; digitising business processes and data-mining.
There will also be room for what is being touted as a "wildcard" entry - "any idea that startups believe can improve customer experience".
IAG's head of digital transformation, Glenn Morgan, ,says Hangar 51 will bring "cutting edge digital start-ups into the heart of our business".
"We want them to tell us what we don't know. If startups have something that can be applied to our industry to help our customers then we want to hear from them.
"This initiative is a great opportunity for early stage businesses to fast-track their innovative ideas by working closely with IAG."
Hangar 51 is the latest in a line of in-house, startup-focused initiatives in the travel industry.
The JetBlue Technology Ventures initiative was launched earlier this year. Travelport's Labs Incubator programme was formed in mid-2015.
IAG says the Hangar 51 scheme could be run on an annual basis if the initial wave is deemed to be successful.