Five Star Alliance today
announced the launch of their new luxury hotel booking Web site, offering
hotels and consumers a new approach to online travel. FiveStarAlliance.com
is changing the way consumers find hotels by providing exclusive insight
and advice combined with a worldwide selection. For luxury hotels, Five
Star Alliance breaks through the generic online marketplace by offering
greater control and new ways to showcase their unique brands.

Five Star Alliance was created by the founder of a leading travel agency
and two former top executives from Washingtonpost.Newsweek Interactive.
The site is available at www.fivestaralliance.com/

“Travelers want to be able to make informed choices and luxury hotels want
greater control over their brand and business,” said Five Star Alliance
CEO Eric Koefoot. “Five Star Alliance is the first site to answer both the
needs of consumers and hoteliers with a unique combination of depth,
insight and quality.”

Five Star Alliance offers a dramatic departure from the way hotels
typically market themselves online. Most travel sites provide simple,
undifferentiated listing, search and marketing capabilities—lumping
luxury hotels with discounted 3-star properties.

“In a business dominated by generic mega-sites, FiveStarAlliance.com puts
a spotlight on the unique personality of each hotel,” said Koefoot. “Five
Star Alliance is exclusively focused on the world’s best hotels. We’ve
created a site that supports their luxury brands in an exclusive, upscale
environment, and gives them the ability to control their pricing and
inventory.”

Luxury hotels selected by Five Star Alliance are listed for free, but can
elect to become Partners and receive increased promotion, enhanced photo
galleries, opportunities to promote special offers and more.

Hans Bruland, General Manager of the Hay-Adams Hotel in Washington D.C.,
commented, “The Web has become essential for attracting savvy, independent
travelers, but travel sites tend to lump everyone together. Participating
as a Partner with Five Star Alliance allows us to showcase our property
and convey the details that make our hotel unique.”
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