Some momentum in recent weeks for TripAdvisor and its Instant Booking service - with global hotel group Hilton finally joining the initiative.
Hilton's portfolio of 13 brands will now be available for Instant Booking, allowing users to search and select a hotel on metasearch principles but secure the reservation on-site (with the hotel retaining the merchant of record rights).
The agreement between TripAdvisor and Hilton will kick in over the next few months, the pair say in a statement, with properties in 104 countries available for booking on both desktop and mobile app.
Hilton's senior vice president and commercial director, Danny Hughes, says the decision to join the programme is part of its strategy to "make travel easier" for guests.
"We are committed to working with booking partners, like TripAdvisor, who respect our desire to develop direct relationships with our guests, present our hotels in a fair and equitable manner, and increase the value of both our brands."
The deal comes two weeks after TripAdvisor signed a major agreement with Expedia Inc to have its roster of online travel agency-hosted properties available through Instant Booking.
Hilton joins other global hotel brands such as Marriott, Accor, Best Western and Wyndham Worldwide.
Booking.com (part of the Priceline Group) signed its own deal with TripAdvisor in October 2015.
TripAdvisor has consistently acknowledged that the Instant Booking initiative has faced some difficulties, not least with what president and CEO Steve Kaufer called a "monetisation leak".
In its most recent quarterly earnings report in November, Kaufer said it was still "early days" and that the company was "exploring a full suite of marketing channels" to increase user numbers and awareness of the model.