Former fashion and sportswear website Boo.com has relaunched as a comprehensive travel site, promising to create "manageable choices" for consumers.
Boo will enable users to customise their travel plans to best reflect their individual preferences, it said today.
The site's operators said Boo aims to end the "circle of gloom" where the customer moves through multiple platforms to find a hotel that best meets their needs.
It will combine search engine functionality, pricing, reviews and social networking in one site.
Boo.com chief executive Ray Nolan said: "Travel is about great experiences, and that should start with the planning and selection process. We've collected all of the key components required to make the right choice and put them together in one site. The traveller is our primary concern. If they're not satisfied, then neither are we."
The site will allow customers sift through more than 50,000 hotels in 165 countries, shortlist their selection and then book directly with the hotels' websites.
Commenting on the former boo.com, a failed fashion and sportswear website, with which the current boo.com has no connection, Mr Nolan said: "In a way we are exorcising the ghost of boo's past whilst respecting the spirit of its bold mission - to create a site that caters to the user, loaded with interactivity, results and emotion."
The site is owned by Dublin-based Web Reservations International (WRI), founded in 1999. The company has offices in Shanghai, San Mateo and Sydney. It also operates hostelworld.com, hostels.com and trav.com. WRI says it processes some 70,000 bed-nights per day and handles over €300 million in bookings each year. Its earnings last year were €19 million.