Rome2Rio is to end its white label programme for third parties, claiming the success of its consumer-facing product has "robbed" the brand of development resources.
The multi-modal search engine says it currently has 400 brands which are currently active users of its white label service.
Instead, partners are being urged to switch to its existing API-based tool to obtain routes and fares from multiple transportation sources.
Companies already using the API version include Cleartrip's Waytogo, Vamo and Wanderio.
CEO Rod Cuthbert says the flagship Rome2Rio website currently generates 95% of its revenues, off the back of six million visitors a month.
He adds:
"When we compare the benefits of doing something for our own site with doing something for White Label partners, the harsh reality is that our own site gets priority every time."
White label partners have until January 2016 to make the change, Rome2Rio says.
Cuthbert says:
"We have a full board of development projects aimed at further growing that number [consumer visitors] and capitalising on the revenue opportunities generated by that traffic."
Providing white label services to third parties has been seen for some time as a development drain on companies which have substantial consumer traffic of their own to support.
A few years back, prior to its acquisition by Priceline, Kayak said privately it was in the process of scaling back its white label services in order to concentrate on other areas.