[Mmm, egg. Our Canadian cousins have written in to point out that the app featured in the newspaper ad is not a secret Apple travel app, but is in fact the real world, maple-syrup-and-curling enabled Air Canada app. Demerits to PA and 9to5 for misreading and to us for falling for the mixup. –Ed.]
PA suggests this is all being done in time for something called the Travel Distribution Summit on June 17, but I can think of another conference in June that might have Apple showing off new official applications. It's not 100% clear that the app in the ad is a brand new app by Apple, but in addition to the Concert Ticket+ patent that appeared a while back, it's a safe guess that Apple is cooking up some new utility software. We'll have to keep eyes out during WWDC and see what we can find.