Prior to founding Getaroom.com in 2009 after a non-compete agreement expired, Litman and Diener co-founded the Hotel Reservations Network, which eventually went pubic, changed its name to Hotels.com and ended up as an Expedia Inc. brand, making the two co-founders very rich in the process. The two travel industry veterans initially thought they could make a consumer business out of Getaroom by selling hotel rooms online, and pushing consumers to the company-owned call center, where they’d get unpublished rates and offers for higher-end stays. Over the last year, Diener says, the company realized it would be much more profitable to find a niche and to enter into affiliate partnerships with other companies, and in that way they wouldn’t have to compete against the larger resources of major online travel brands which are crowding TV broadcasts with their omnipresent advertising. Get the full story at Skift