The recently created TUI Group has made its first strategic move and will close the under performing AsiaRooms brand.
The company confirmed the plan this weekend after hotel partners were informed of the decision over the course of the past few days.
TUI Group was formed by the merger of TUI Travel and TUI AG in December 2014.
The fate of the AsiaRooms brand was in doubt after TUI Travel bosses admitted in October last year that the division - alongside fellow service for South America, Malapronta - had been in the red for some time.
Although there is set date for when the AsiaRooms site will "go dark", users will soon begin to be redirected to TUI Group's main accommodation service LateRooms.
An official says:
"In a highly competitive market, AsiaRooms has struggled over the years to perform in line with expectations and we have not seen the improvements needed in order to support further investment.
"Coupled with ever-changing consumer habits, this has meant that AsiaRooms no longer represents our biggest opportunity for growth and we have therefore taken the decision to close the business."
TUI Travel brought the AsiaRooms brand in 2007 for $67.5 million ($49 million in cash and $18.5 million in assumed debt).
It was run out of what is now known as the TLRG (The LateRooms Group) which includes flagship brand LateRooms and Malapronta.
Sadly for TUI Travel, AsiaRooms found itself up against the likes of Agoda and its Priceline Group sister site Booking.com, as well as Expedia in Asia-Pacific.
Despite trying to undercut its rivals (often showing their higher prices for properties on the pages of its hotels), AsiaRooms clearly couldn't compete at scale and was suffering from poor financial performance.
In a message to hoteliers last week, AsiaRooms says it will cease trading and now focus on growing its core LateRooms brand.