As almost every travel company on the planet is talking up its social media strategy, unusual and perhaps refreshing to find one which is scaling back its activity.
So while "engaging the customer" is the buzz phrase, with Facebook pages, Twitter accounts and other social initiatives springing up around the travel web, UK low cost airline Jet2 admits that it took the decision to suspended its Twitter account a few months back.
This is perhaps an unusual decision - the airline could have simply stopped tweeting, for example.
An official says the company opted to stop using Twitter entirely - and pulling its profile from the system - because it couldn't devote the resources to maintaining its Twitter presence in a valuable way for followers.
Until its closure, Jet2 used the account to plug offers and information and sometimes interacted with passengers and potential customers.
It, incidentally, faced some criticism in April 2010 from a high profile UK blogger when he was left stranded in Holland during the ash cloud crisis and tried to obtain information from the airline from its Twitter handlers after getting nowhere via its call centre.
Jet2 says it will resurrect its profile in the future when it has established a strategy to manage it effectively. The Jet2CabinCrew Twitter account is not an authorised company profile, an official says.
But the airline's decision perhaps sheds some light on the thinking of travel companies that initially rushed to create a presence in various social media channels, only to discover that running such entities requires effort and a coherent strategy.
Axing the account completely, however, may seem a little extreme.
In fact, Jet2 could quite easily have created an automated feed of special offers... similar to many of the travel companies using Twitter.