More breaking up of a mainstay of the online travel industry, with Travelocity offloading its white label business to rival online travel agency Orbitz.
Terms of the deal were not disclosed, but Orbitz notes that it does not expect any material impact on profits on the balance sheet in 2014.
Orbitz Worldwide will be buying the partner contracts which support bank loyalty programmes and online retail sites.
The decision to sell off parts of the private label division to a rival OTA comes just eight months after Travelocity said it would handing over running of the US and Canadian versions of the site to Expedia, as part of a "strategic marketing agreement".
The Orbitz Partner Network, which will take over running of the newly acquired assets from Travelocity, has targeted the third party label space as a growth area.
Travelocity's involvement in the private label space is a reasonably high profile business, with it powering the likes of Kayak (for hotels) and VisitOrlando.
Orbitz's effort powers a string of official destination websites as well as the Helloworld business in Australia.
President of Orbitz Partner Network, Ronnie Gurion, says:
"The acquisition of Travelocity Partner Network assets will accelerate our growth in the private label space and expand the range of customized solutions we are able to offer to customers, in particular in the loyalty area."
Trimming the core around Travelocity so its becomes essentially a brand powered by others coincides with parent company Sabre's (now stated) intention to seek a public listing on the US stock markets.