Expedia has struck a deal with Coinbase which will see the online travel agency accept bitcoin for hotel bookings.
Holiday seekers who visit Expedia's US site can now choose to book their hotel using the crypto-currency.
The travel giant worked with Coinbase to integrate the feature but will not hold onto any bitcoin, instead converting it back to US dollars every day.
Michael Gulmann, VP, global product, Expedia, says: "We're continually looking at ways consumers want to pay for their travel; bitcoin is a great example of how Expedia is investing early in an array of payment options to give our customers and partners more choice in the ways they interact with us."
Despite concerns over security and regulatory uncertainty, Expedia is just the latest major firm to dip its toe into the bitcoin waters.
Last month US satellite TV firm Dish Network said that it will begin accepting the currency, joining online retailer Overstock.com. EBay has said that it will probably soon follow suit.
In another sign of bitcoin's acceptance into the mainstream, Google and Yahoo have both now added it to the list of currencies that they track the price of.