SINGAPORE- Travel booking site AsiaRooms.com has ceased operations. Visitors to the site are redirected to LateRooms.com.au.

A pop-up window says: "Hello. Looking for AsiaRooms.com? You're in the right place - only AsiaRooms.com has now joined forces with LateRooms to create an even better website for hotels worldwide... All that's different is the name."

A spokesman for TLRG, which oversees AsiaRooms.com, LateRooms.com and MalaPronta.com, said in response to queries from The Straits Times that it was announced at the end of February that AsiaRooms would "cease trading", and that its business office in Singapore would also close.

"This impacted all 23 employees based in the Singapore office, with whom we have communicated with and supported fully throughout the process," she said.

Travel, tourism and hospitality industry news site Tnooz reported that TUI Group, the parent company which owns the brand, decided to do away with the brand because it was not performing, even though it tried to undercut competitors such as Agoda.com, Booking.com and Expedia.com.

The TLRG spokesman added: "AsiaRooms no longer represents our biggest opportunity for growth and we have therefore taken the decision to close the business."