Aer Lingus has become the latest supplier to tap into the Expedia Affiliate Network to bring hotel and activities products to its website.
The Irish carrier will become one of 10,000 private label partners for EAN, a growing and important part of Expedia's business in recent years as it looks to put its product range and technology onto third party sites.
Aer Lingus web users will have access to around 140,000 hotels via Expedia, as well as dynamic packaging tools so passengers can build their trip, as well as car hire, event tickets and destination activities.
The deal is said to be "long term".
So what makes Aer Lingus so special?
Those with slightly longer memories will recall how Expedia had a major falling out with another Irish carrier in 2008 over, well, a white label partnership.
Ryanair used Expedia to power its website's hotel booking channel, but rather unceremoniously scrapped the partnership after claiming the online travel agency had failed to honour payment terms, a phrase at the time which many figured was diplomatic language for "didn't make us much money".
The low cost carrier eventually brought in Booking.com to run the channel, a partnership which lasted to this day.
But the saga didn't end there, with Ryanair demanding Euro 5 million from Expedia in court documents filed in the UK in late-2008. The case was eventually settled out of court.
Expedia certainly appeared to be bruised by the entire episode, with president and CEO Dara Khosrowshahi claiming in May 2009 that the row and subsequent loss of the Ryanair account had slowed international transactions and gross bookings on its private label business.
Clearly Expedia will be hoping for a better relationship with Aer Lingus. But it is worth remembering that, ironically, Ryanair owns 30% of Aer Lingus.