Travel planning site Gtrot is communicating to members and in social media that it is shifting its from travel planning to city discovery.
The email to members says:
When we launched the current gtrot.com in November, we thought we built a travel planning product. Turns out we were wrong.
Personalized recommendations for restaurants, nightlife, deals, events, and more are great for travel. But nearly half of your started exploring your home city, using this advice to plan your weekend or night out.
So this month, we're relaunching gtrot to give users what you want: a platform for discovering your city, sharing your favorite things, and making plans with friends. Follow us on Twitter to stay up-to-date on the relaunch!
How often do businesses start with one goal in mind and make discoveries about their opportunities as things play out?
The answer is frequently.
And, in Gtrot's case, this means that another "social travel" or trip planning site moves on to greener pastures.
On Twitter, @gtrot states: "We're moving away from the travel space and closer to local discovery. Partnerships are also a work in progress."
At PhoCusWright's 2011 Travel Innovation Summit, Gtrot won the 2011 Deloitte Social Innovation award for its friends-based social itineraries and social travel recommendations.
In May 2011, Gtrot picked up what was believed to be around $1 million in funding from Lightbank.
Gtrot was featured in a TLabs Showcase around the same time.
A relaunch of the Gtrot website is slated for this month.