Ask HN: Is there room for innovation in the hotel search industry?

When Hipmunk launched their flight-search application, it immediately clicked with many, and I personally always use it whenever I need to book a flight. The UX was simple and useful, at least for a geek like me. The same, I feel, can't be said about Hipmunk's hotel-search service. Although it has some nice features, it doesn't have the sense of uniqueness its "older brother" has. Have we reached the pinnacle of hotel search technology? Are there still pains to be solved?