The curse of the startups with "Trip" in the title continues - USA Today has shut Tripology after just two years of ownership.
The website was launched in 2008 by John Peters with a strategy to connect consumers who wanted the personal touch of a human travel agent.
It was acquired by Rand McNally in March 2010 and then later sold on to USA Today to sit within its Travel Media Group.
The idea initially had a fair degree of success (two companies bought it, after all) and spawned countless copy-cat sites looking to give consumers the expertise of travel agents to assist with searching and booking a trip.
Clearly the powers-that-be at USA Today, where Peters is now president of the Travel Media Group, have given up on the idea - closing the service with immediate effect.
The company says Tripology "hasn't grown at the pace we had expected".
"Therefore, we have made the tough decision to shut down the service."
An FAQ for agents still using the system was posted this week.
"Since our launch, Tripology has strived to connect trusted travel agents with travelers across the globe.
"We have a great passion for informing the travel community and have had a lot of fun sharing our enthusiasm with you. Together we have built a strong community of followers, contributors, and partners.
"However, we have made the decision to cease operations. It’s been a great run and we thank everyone who has been part of our journey."