There is no doubt in any customer's mind or collectively in the industry that the flagship brand in Booking Holdings is the online travel agency for hotels, Booking.com.
But its role as a mostly hotel-only service is coming to an end.
Little is known yet about how far the Booking.com brand can go in terms of expanding its offering. But big changes are coming.
The website has experimented in recent years with adding options for users to be sent elsewhere to book a cruise, package trip or rail tickets.
Plus the company has made a high-profile move into tours and activities since its acquisition of FareHarbor in April 2018.
Finally, Glenn Fogel, president and CEO of Bookings Holdings and current CEO of Booking.com following the shift sideways of Gillian Tans earlier this year, has started talking about the "connected trip" in earnings calls and conference appearances.
But the details of exactly how it will achieve this ambition to connect hotel guests with activities and transportation, plus a myriad of other travel-related services, are only becoming clearer now.
David Adamczyk, Booking.com's director of strategy for the transport division, is charged with thinking this all through, whether it's massively widening the scale and capability of its mobile app or introducing functionality to the desktop website.
PhocusWire spoke to him at the World Aviation Festival in London last week, where he outlined how ride-sharing services such as Grab will be added later this year, for example.
There is a lot more detail in this interview.
PhocusWire @ WAF 2019 - Booking.com on weaving every element of a trip together
Adamczyk's comments came ahead of others this week by the chief financial officer of Booking Holdings, David Goulden, speaking at the Deutsche Bank Technology Conference.
He argues that Booking.com has accrued more of the elements of a trip "than anyone else," but there will not be a big bang launch, rather a gradual evolution of what the brand will offer.
He adds: "When we talk of connected trip we’re not just talking about buying a bunch of separate things and putting them in basket and calling that an order.
"We’re talking about something that is personalized, AI enhanced, that is truly connected; it’s very different from buying a few things across a tab on a website, this level of interconnectivity and intelligence between these elements of a connected trip.
"We have most of the elements to build it - accommodation, attractions, ground transport, dining, etc., and then you need the connectivity elements - the payments, personalization, the AI and machine learning and we have or we’re building these."
World Aviation Festival 2019
We interviewed execs from across the aviation landscape, including airlines, manufacturers and tech vendors, during the three-day event in London.