The NYTimes.com has announced a new feature in its travel section: users are now able to read about destinations and book flights directly from the NY Times site, courtesy of...

The NYTimes.com has announced a new feature in its travel section: users are now able to read about destinations and book flights directly from the NY Times site, courtesy of an integrated booking service provided by Expedia.com.

Innovative partnerships can only push the concept of branded utility further. Partnered parties gain by leveraging features of other products to enhance its own product offering.

In this case, the NY Times wins by adding a new customer service to its site, while Expedia.com opens a new distribution channel, one that received over 12.5 million unique visitors last month.

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