It lasted less than two and a half years - Accor's ambitious attempt to create a marketplace for independent hotels is officially at an end.
The hotel chain confirmed this week that it is curtailing the project due to "mixed" results.
The selling of non-Accor hotel properties on its website will finish at the end of this year, an official says.
According to Reuters, some $25.6 million was spent on the initiative since its creation in the summer of 2015.
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Accor created the marketplace as a means of showcasing other properties in a location alongside existing branded hotels - essentially going up against online travel agencies.
The company was forecasting it would reach around 10,000 properties on its website by 2018 (and jump of around 6,000 on top of its own hotels) but only 2,000 are said to have taken part.
It aimed to have somewhere in the region of 3,000 and 5,000 on the platform by the end of 2015.
Speaking at the Web In Travel conference in late-2015, Romain Roulleau, the company's senior vice president for digital and ecommerce who left in September 2017, claimed "dolphins are smarter than sharks!" when asked if the chain could fend off the perceived aggressive behaviour of online travel agencies.
The launch of the marketplace came during a flurry of activity in the digital world for the chain, having bought tech provider FastBooking a few months before and then splashing out $170 million on luxury private accommodation network OneFineStay a year later.