Billed as an exclusive, luxury & boutique hotel-specific flash sale site for the Asia Pacific region, the site aims to help members in three easy steps – “exclusively notify, stunningly inspire and simply book”.

In his blog, Gong calls it “A new way to discover. A new way to travel. A new way to live.”

He writes, “That sums up our mission as a company. We aim to help you discover and inspire you to stay in spectacular luxury & boutique hotels around the world. We’re looking to introduce a new lifestyle – the one of the “impulse flyer” – where traveling in style on a whim is the way in which you prefer to discover the world.

“We are not your “normal” online travel company. We will be doing things very differently. From user experience to customer service, we want to create the same level of happiness while you are looking for and booking your next trip, that you will experience while you are on the trip itself. We want you to experience discovering new places to stay around the world the way it should be – inspiring, engaging, and fun.”

The site will be launching its first sale in the third quarter.

“I’ve always wanted to do my own startup,” Gong, 31, told WIT. “I wanted to do it before 30, so I am a year late,” he laughed.

He added, “I learnt so much at Wego and Circos Brand Karma and now feel ready for my own business.” His experience at the travel search company and social media analytics business has given him good grounding in both search, social media and hospitality, he said.

He said in studying the market, he realised there was an opportunity in Asia Pacific to curate luxury and boutique hotels and run it in a membership environment.

“We will be focused on the travellers in Asia Pacific, the new travellers who now travel on impulse – and who will purchase when they see a good deal.”

He said he’s invested “everything I’ve got” into the business. “I am committed to making this work,” he said.

Requests for free membership are now open on the site.