For those tired of the riff raff loitering outside Yahoo Travel and Lonely Planet, has launched a new luxury travel guide and planning destination. The second of the business publisher's offshoot sites, the travel guide has lured American Airlines, and Coldwell Banker as its first advertisers. In addition to articles, advice and reviews from Mobil and Frommer's, the swanky site features airfare and lodging searches powered by SideStep, which unveiled a syndication platform earlier this week with as its first partner.

"We're really making full use of the Forbes brand width," said President and CEO James Spanfeller. Travel, like's auto site affiliate, "also very much relates to affluent lifestyle," he continued.

Rather than business travel, the publisher chose to make leisure travel content for the site's initial focus. "Our user base mixes personal and business life pretty regularly," explained Spanfeller; however, he added, "We think the leisure stuff is less scripted so there's more need for inspiration."

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