For those tired of the riff raff loitering outside Yahoo Travel and Lonely Planet, Forbes.com 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, SkyAuction.com 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 ForbesTraveler.com as its first partner.

"We're really making full use of the Forbes brand width," said Forbes.com President and CEO James Spanfeller. Travel, like Forbes.com's auto site affiliate ForbesAutos.com, "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."

Get the full story at ClickZ