Infamous fashion brand

Boo.com

has made a return to the web today, but this time as a vertical search engine and social networking site focusing on travel.

The domain – which has already seen the demise of two etailing ventures – is now owned by Dublin-based holiday booking company Web Reservations International.

The site doesn’t look startlingly original, but Ray Nolan, its CEO, 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.

“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. Finally boo.com can achieve that vision.”