Speaking at the Phocuswright Europe conference in Dublin this week, Gary Morrison, senior vice-president and head of retail for Brand Expedia Group, said a number of options remained open to the OTA following the $3.9 billion acquisition of the Airbnb rival in December, 2015.

However, he admitted the company still has to decide how best to put the content in front of the consumer, a process the site should be well versed in given its own formula for success.

Morrison said: “From our perspective as a global travel company we want to make sure we are relevant to consumers.

“We will continue to experiment how to take HomeAway forward and use it on our other sites.”

He said this could mean anything from full integration in existing sites of the product to marketing it through an entirely separate distribution channel, adding: “We’ll look, we’ll test, we’ll see what’s relevant.”

Morrison had started off his presentation by saying how well the OTA was placed to test new product on its site thanks the large volumes of traffic driven to it.

He said: “Traffic is fundamentally the life blood of how many tests we can run concurrently.”